Reasearch On Marketing Strategy Of GY Dental Medical Device Company

With the surge of national income and the evolution of consumer products,the oral medical industry has developed rapidly.Along with it,the residents’ awareness of dental health care and beauty is enhanced,which breeds a good growth environment for the development of the oral medical device market.At the same time,today’s domestic oral medical devices in terms of market size,market penetration,product technology;Or the scale and number of manufacturers,clinics are different.However,the dental medicine industry is highly competitive and chaotic.Therefore,this paper will focus on the research of GY oral medical device Company,develop the company’s marketing strategy,and enhance the core competitiveness of the enterprise.In this paper,literature research and interview research are used to carry out content research,and the main problems of GY dental medical device Company in marketing are clarified,so as to analyze the macro environment and industry environment,and the business strategy is defined by SWOT analysis method.Through the integration of STP+4Ps,the optimization strategy is proposed from the four aspects of product,pricing,channel and publicity,and at the same time,supplemented by safeguard measures.The research found that GY dental medical device Company’s main problems in marketing include: product: lack of product portfolio design;Lack of collection and statistical analysis of end-customer requirements;Lack of statistical analysis of end-customer product consumption.Pricing: neglect of product price management and management personnel lack of cognition of product pricing system.Channel aspect: lack of application of new technological means and lack of channel innovation thinking.Publicity: lack of publicity strategy operation system and lack of closed-loop publicity strategy.Therefore,the suggestions of marketing strategy optimization are as follows: customer should be the core of product strategy,and product innovation strategy,product mix strategy and product after-sales service strategy should be carried out;In terms of price strategy,the company’s price system should be established to fully reflect the functions of differentiated pricing mechanism and preferential pricing mechanism.In terms of channel strategy,we should strengthen the construction and establishment of Internet marketing channels and third-party logistics cooperation,comprehensively expand the company’s marketing channels,and build an industrial ecology with value chain and supply chain as the chain.In terms of publicity strategy,the main work content is to optimize advertising channels and develop new media promotion methods,and pay attention to the use of the characteristics of new media to realize the publicity,advertising and promotion of oral medical devices.Finally,it puts forward some guarantee measures to optimize these marketing strategies,such as improving innovation management ability,improving internal learning mechanism,establishing customer feedback mechanism and improving employee incentive policy.To sum up,this paper further explores the application paradigm of relevant theories by applying relevant environmental analysis theory,strategic analysis theory and marketing strategy analysis theory.At the same time,it puts forward the marketing strategy of GY oral medical device Company,which provides a reference for the company to develop marketing strategy.