Research On Marketing Strategy Of F Medical Device Company

The theoretical and clinical research of Chinese orthopedics began in the1980 s,and the exploration in this stage has established the cornerstone for the development of Chinese orthopedics medical device industry.At the time,compared to the international orthopedics giants,Our product research and development,production technology,product development is still in the initial stage,there is a big gap between them.With the advent of the 21 st century,Foreign giants are gradually penetrating the Chinese market,Compete with domestic enterprises to eat the big cake of orthopedic medical equipment market,Domestic enterprises have made great progress in the process of continuous competition and learning with multinational enterprises,To gradually break up the monopoly of foreign capital,The market share of domestic orthopedic medical devices has been continuously improved.In recent years,with the implementation of the policy of centralized procurement of orthopedic medical instruments,The improvement of residents’ income level and health awareness,Advances in medical technology,Population aging is accelerating,The gradual expansion of health care coverage,And the growing popularity of innovative products like 3D printing,The field of orthopedic medical instruments in China has ushered in a golden period of rapid development.This paper takes F Medical Device Company as the research object,and will conduct detailed analysis based on 4P,STP and other marketing theories during the study.First of all,this paper will elaborate on the basic situation of F Medical device Company,Then,the marketing status of the company is analyzed from four aspects: product design,pricing strategy,sales channel and promotion strategy,And point out the problems.From a product strategy perspective,There are high proportion of low-end products and serious homogeneity problems;From a pricing strategy perspective,There is a lack of systematic pricing strategy,Lack of pricing flexibility;From a channel strategy perspective,There exists the problem of insufficient marketing strength of channel strategy;From a promotional strategy point of view,There are problems such as insufficient promotional advertising and insufficient public relations marketing.From a service strategy perspective,There is the problem of incomplete service system.Moreover,Use PEST analysis method to analyze the macro environment of F Medical device company,Then it analyzes the environment of the medical device industry,the competitive environment of F Company and the internal environment of the company,Then the SWOT analysis method is used to understand F company’s strengths,weaknesses,opportunities and threats.On this basis,The paper makes clear the improvement ideas and objectives of F Company’s marketing strategy.Then,based on F Company’s STP strategy,The marketing strategy of F company has been improved in five aspects: product,price,channel,promotion and service.Finally,in order to better guarantee the implementation of the marketing strategy of F Medical Device Company,Put forward the implementation guarantee opinion which conforms to F company’s current development situation.This paper aims to conduct an in-depth study on the marketing strategy of F Company,In order to provide effective marketing programs for the future development of the company.