A Study On Digital Marketing Strategy Of Medical Cosmetic Equipment Of HK Company

Going with the high-speed development of China’s economy,the continuous improvement of medical technology,living standards,social culture,and consumption concepts,the overall scale of China’s Medical cosmetic market has shown a rapid development trend.Driven by the rapid growth of the downstream medical cosmetic service market,the market demand for medical cosmetic equipment in China continues to expand.At the same time,in the digital economy era,consumer driven marketing has gradually evolved into the core of enterprise marketing models,and the improvement of digital marketing capabilities has gradually become the core indicator for enterprises to build new competitive advantages in the new situation.HK company is the first batch of companies engaged in the research,development,production and operation of medical and aesthetic devices in China.After nearly 30 years of development,HK company occupies a place in the domestic medical and aesthetic device market.However,driven by the continuous growth of industry demand and the continuous participation of competitors,HK company is facing a deteriorating marketing environment and increasingly low operating profits.This study is based on the sustainable development value chain(CCDVTP)marketing model,with digital marketing as the research direction,and takes HK medical cosmetic equipment company as the research case.Through analyzing the macro and micro environment of the medical cosmetic equipment industry where HK company is located,and combining the market advantages and disadvantages of HK company,it summarizes the problems in digital marketing of HK company.With the help of questionnaire research and the digital marketing experience that advanced medical cosmetic equipment companies can learn from,Propose suggestions on the construction of digital marketing strategies for the medical and aesthetic device market of HK company,and propose safeguard measures for the effective implementation of the strategies.This also provides a reference basis for the optimization of marketing strategies in the medical and aesthetic device industry.After in-depth research and analysis,the following conclusions are drawn: 1.The medical and aesthetic device market where HK company is located is in a period of rapid growth,with a good industry development trend.Currently,it is a golden expansion period for HK company;2.HK companies need to adopt digital marketing to open up new markets and consolidate old markets to build new competitive advantages;3.The digital marketing strategy should be developed from five dimensions: product and service innovation,interactive two-way information communication,brand core value transmission,refined target market selection,and market efficiency control;4.The digital marketing strategy needs to be consistent with the enterprise’s business strategy,and its effective implementation requires the cooperation and strong support of various departments within the enterprise such as human resources,finance,and supply chain.The innovation points of this study are as follows: 1.Establish a data-based marketing system with real-time customer participation: customers can monitor the production and distribution status of orders throughout the entire process,self-service reservation after-sales service,real-time feedback on product issues,and digitize and intelligentize all records throughout the product lifecycle;2.Take medical aesthetic training sessions as an effective measure for marketing information output and service innovation: organize regional medical aesthetic academic exchanges or special skills training sessions based on provincial and regional units,in conjunction with local medical aesthetic associations and other official institutions,to create a professional brand image and output product marketing information while conducting academic research.