Research On Marketing Strategy Of X Medical Device Company

Medical devices are an important component of modern medical activities,and the diagnosis and treatment of diseases largely rely on sophisticated medical devices.In the context of the current centralized procurement policy,the polarization of the medical device industry market has intensified,and the survival and development of small and medium-sized distributors have faced unprecedented severe challenges.At present,how to increase the sales revenue and ensure the profitability of the enterprise in the current situation is a problem that distributors need to carefully consider.This dissertation takes X Medical Device Company as the research object,analyzes the internal and external marketing environment of the medical device industry where X Company is located,and analyzes the marketing status of X Company.Through questionnaire survey,we found that X Company has many problems in product,price,channel and promotion,which are mainly manifested in low product satisfaction,low price acceptance,low channel fitness and low promotion attraction.The reasons for these problems are incomplete product structure,inflexible pricing methods,incomplete channel construction,and unreasonable promotional mix.The imperfect product structure is mainly reflected in insufficient product length and width,low competitiveness of some products,incomplete additional services for supporting products,and neglect of the aging product market;the inflexible pricing method is mainly reflected in the single pricing method,unreasonable classification pricing,pricing not based on product characteristics,and low attractiveness of pricing to new customers;the incomplete channel construction is mainly reflected in the failure to establish online sales channels,the lack of emphasis on the construction of the retail end,the insufficient channel management system,and the neglect of the layout of grassroots medical institutions;the unreasonable promotion mix is mainly reflected in the lack of phased promotion of products,insufficient incentive policies for sales personnel,lack of emphasis on establishing corporate image,and insufficient supervision of service conditions.If these problems cannot be properly addressed,it will affect X Company’s survival and development in the industry.In response to the reasons for the problem,this article proposes suggestions for improving X Company’s marketing strategy.Suggestions for product strategy improvement include expanding products in the field of tumor diseases,increasing medical device products for chronic diseases,optimizing the company’s products with low competitiveness,and adding value-added product service capabilities;suggestions for improving pricing strategies include changing pricing methods,utilizing complementary pricing functions,enriching retail pricing methods,and implementing preferential pricing policies for new customers;suggestions for improving channel strategies include expanding offline retail channels,adding online sales channels,establishing channel management systems,and distributing;suggestions for improving promotional strategies include adjusting product promotion mix,strengthening sales personnel incentive management,shaping a good corporate image,and establishing a complaint management system.The purpose of this study is to help X Company improve its marketing strategy,thereby enhancing its marketing capabilities and promoting the accelerated growth of its sales revenue.At the same time,it also has corresponding reference value for small and medium-sized enterprises in other industries with similar marketing difficulties.