Research On Marketing Strategy Optimization Of Medical Devices Of YK Company

As the pace of modernization and economic construction in China continues to accelerate,the development of its medical devices has been renewed.Compared with other industries,such as catering and tourism,the medical device industry is relatively less affected by the epidemic.Because the medical device industry is knowledge-intensive,capitalintensive and has higher barriers to entry.So this has increasingly led to an increasing demand for medical device diagnostic precision.However,based on the rapid development of the medical device industry,many medical device product operators have encountered bottlenecks in their marketing capabilities,and there are development dilemmas,such as unremarkable service capabilities,unremarkable brand images,and poor marketing channels.Therefore,this thesis takes YK medical device company as an example,useing marketingrelated theories and methods,conducting a study with the actual situation of the company,which is expected to provide practical guidance value for the company to strengthen its marketing management,optimize its marketing strategy,and thus enhance its core competitiveness.In this paper,we study the current situation and problems of marketing development in the medical device industry,and investigate the marketing strategy of YK Company to find a more effective marketing mix strategy.Firstly,this paper describes the background and significance of the study,the research content and methodology,and the technology roadmap,etc.The marketing strategy theory is the basis of the study,and the existing research results and literature on marketing in the medical device industry at home and abroad are searched;secondly,the company’s situation is outlined,and the current situation of YK’s medical device product marketing is introduced,and the results of the customer satisfaction questionnaire are combined to analyze the main problems of current marketing;The marketing environment of YK is analyzed,its internal environment is analyzed,as well as the macro environment using the PEST analysis model,the competitive environment of the industry using the Porter’s five forces model,and the current strengths and weaknesses as well as opportunities and threats of the company are explored with the help of the SWOT matrix analysis;Finally,the market is carried out using the STP analysis,the STP analysis was used to carry out a detailed positioning and refinement of the market,and to optimize YK’s marketing strategies for products,channels,prices and promotions.To ensure the smooth implementation of YK’s marketing strategy,safeguards are provided in terms of capital management,institutional aspects,management system,and corporate culture.This paper has a positive effect on the optimization of YK’s marketing strategy for medical device products,which is conducive to the company’s competitive advantage and better development in the market competition with competitors.At the same time,it promotes the enterprise to realize the improvement of resource utilization ability,which can help the enterprise to carry out the rational allocation of limited resources from the marketing strategy,the appropriateness and effectiveness of resource.Or providing inspirational meaning to other similar enterprises,in the development of healthy competition,China’s overall medical devices to get rapid progress.Whether it is the scale of the industry,or the level of scientific and technological research and development,it can continue to meet the market demand and promote the development of the domestic medical device industry.So enhancing the core competitiveness of China’s medical devices in the international arena.