Optimization Study Of Marketing Strategy Of D Medical Device Company

With China’s booming economy,the aging trend is increasing,the incidence of diseases is rising year by year,and people’s demand for medical and health care is increasing.The medical and health care sector is related to the livelihood of the nation,to which the state attaches great importance and gives sufficient policy support to the medical and health care industry,and the medical device industry has been developing rapidly.The three-year Newcastle pneumonia epidemic has caused a huge impact on the economy,but it has also made people pay more attention to life and health,and the consumption of medical care has increased,further increasing the demand for medical devices.At the same time,the state’s management of the medical device industry is also being upgraded,with the introduction of sunshine procurement,centralized procurement and other price reduction and price limit initiatives,the original market operation mechanism and profit model are broken,while the industry is developing in the process of market competition is increasing.D Medical Devices was established in 2010 and started to focus on high-value consumables of chest wall trauma implant class,gradually expanding from the earliest single thoracic surgery products to a full-line product supplier of thoracic surgery consumables,as well as expanding to some consumables of orthopedics,general surgery and neurosurgery.However,with the continuous reform of the national medical system and the intensification of the competitive market environment,the survival and development of Company D,as a small and medium-sized medical device agent,will be greatly tested.This article takes the change of reform environment and future development trend of domestic medical equipment industry as the research background,and marketing theory as the basis,and Company D’s marketing strategy as the research object.The article makes a description of the current situation of marketing in Company D.Using case studies,literature research and research interviews,the article explores the problems and causes in the marketing process of Company D.Through PEST analysis method,Porter’s five forces model and SWOT analysis method,the macro environment,competitive environment and internal strengths,weaknesses,opportunities and threats faced by Company D are analyzed;finally,based on STP marketing Finally,based on the STP marketing theory,the optimization plan of marketing strategy of D medical device company is proposed in terms of product,price,channel and promotion.Through the research of this paper,it can help the company to solve the problems faced in marketing strategy,which can effectively improve the market share,and has certain guiding significance for the optimization and implementation of marketing strategy of D medical device company,and also provides reference experience for the marketing strategy of peer companies,and inspires thinking for the sustainable and healthy development of the industry.