| With the overall development of China’s medical and health services,the medical device industry has a good prospect,the diversification of products and the number of enterprises surge,which directly leads to the increasingly fierce market competition in the industry.Strengthening the marketing channel management has become the basis for the stable development of medical device enterprises.Through an integrated analysis of the contemporary situation of domestic non-invasive ventilator marketing channels,this paper explores several problems existing in marketing channel management,and ultimately puts forward targeted suggestions concerning about the problems,in order to help more domestic medical device enterprises efficiently enhance the quality of marketing channel management.This paper takes D Company as an examp le,based on the five core dimensions of the classic book "Marketing Channel · Management Perspective" by Bert Rosenblum,a renowned expert on marketing channels.According to the author’s understanding of the company’s marketing channels,through investigation and research,it is found that the company’s marketing channels for household non-invasive ventilators have the following primary problems:distribution strategy is not suitable for market demand,channel design is not scientific,the selection mechanism of channel members is not ideal,the marketing channel management is weak and the performance assessment of channel members is not standardized.In order to improve the future market share of the product,this paper made the relevant solutions.At the same time,put forward the implementation of the plan and guarantee,ultimately draw a conclusion and the company’s future marketing channel development prospects.In the context of normal epidemic prevention and control,it is urgent for D Company to dra g the previous marketing channels,solve the bottleneck problem of the company’s marketing channels,and let the development of the company into a good track,so as to expand the market share of household non-invasive ventilator products,upgrade the company’s brand image,and make a greater breakthrough in the fierce domestic medical device market competition.This paper not only helps the development of the company,but also provides references for the marketing channel optimization of other home medical devices. |
