Research On The Optimization Of Marketing Strategy Of M Medical Company’s X Product

Medical device industry is a multidisciplinary and sophisticated industry,which has the characteristics of high threshold,high investment,high cycle,high risk and high return.Due to the early start of foreign medical device industry,foreign medical companies have often been deeply engaged in products and markets for many years.Therefore,in China’s medical device market,imported products often occupy a dominant position.In recent years,with the influence of technological development,aging population,increasing medical consumption and other factors,China’s medical device industry has entered a period of rapid development,and local medical device companies have begun to develop and innovate high-end medical devices.In this thesis,the cranial internal fixation product X independently developed by M medical company is taken as the research object.This product is a class III implanted medical device,which is a necessary consumable for the restoration and fixation of craniotomy in neurosurgery.This product is made of absorbable materials and is the first of its kind in China.It can replace imported products and fill the gap in the domestic market.Its marketing activities are facing great challenges.This thesis analyzes the marketing status and environment of X product of M company,understands the advantages and disadvantages of the company,finds out the shortcomings of the current marketing strategy of X product,defines the market positioning of the product,and puts forward optimization suggestions and implementation safeguard measures.The research methods used in this thesis include literature research,field survey and interview survey.First of all,through field investigation and interview,the marketing status of product X was understood and the shortcomings of current marketing activities were found out:low acceptance of product market,monotonous marketing activities,poor channel communication effect,conservative promotion means,etc.At the same time,PEST model and Porter’s five forces analysis method are used to analyze the external environment of M company.Then,SWOT analysis is adopted to help M company determine the appropriate marketing strategy: diversified marketing strategy.Finally,STP method,4P and other theories are used to determine the market positioning of X product,and on the basis of the foregoing analysis,the optimization method and safeguard measures of M company’s X product marketing strategy are proposed.Neurosurgery is one of the most cutting-edge disciplines in the whole medical field,with surgery as the main treatment.The development of neurosurgical medical devices is closely related to the life,health and treatment experience of patients.On the other hand,in order to break the monopoly position of imported products in some markets,domestic manufacturers are also actively innovating in order to achieve import substitution.Therefore,the high-end medical device industry is not only an industry strictly controlled by the state,but also an industry strongly encouraged by the state.It faces more opportunities than challenges.It is expected that the research results of this thesis can provide a reference for the marketing strategy optimization and enterprise strength enhancement of X product,and also hope to play a certain reference role for the same type of medical device companies to formulate marketing strategies.Medical device industry is an important industry related to the national economy and people’s livelihood.In the next few years,China’s medical device industry will still be in a period of rapid development,with promising prospects and a long way to go.It is hoped that China’s medical device industry will continue to maintain sustainable and healthy development in the future.