Research On Organizational Marketing Tactics Of HM Medical Device Company

At present,the level of human economic and social development is constantly improving.Chinese social and economic development has entered a new stage as well.Against the background of COVID-19 epidemic disease spreading all over the world,the increasing health awareness of Chinese people has also led to the continuous improvement of medical consumption level of urban and rural residents.In recent years,Chinese medical device industry has shown a rapid development trend,and the market capacity of the medical device industry has also increased significantly.HM Medical Devices Company is an enterprise engaged in the production and sales of medical equipment such as medium and high energy medical electron accelerator for tumor radiotherapy etc.Faced with the change of external environment,how to improve the company’s management mechanism,create the core competitiveness and cater to the tide of medical device industry development has become an important issue that HM Medical Devices Company must focus on.Based on relevant theories of organizational marketing,this study takes HM Medical Devices Company as the main research object,employs the research methods of questionnaire and interview etc.to find out the problems in marketing strategy of HM Medical Devices Company,put forward a series of marketing strategies and safeguard measures.The results show that the buyers of medical devices are mainly major medical institutions,which belong to the "B2B"organizational marketing model.HM Company should establish differential marketing strategies according to the purchase ability,product demand and purchase modes etc.of public hospitals and private hospitals.Besides,administration to long-term relation with the medical institutions should be focused on so as to increase the marketing resilience.In addition,based on analysis and comparison with foreign major products,marketing efforts of company brand should be increased and differential product features should be established,so as to prompt the healthy and stable development of company and expand marketing channels,and improve company operation status effectively.The research result can provide certain reference significance for relevant enterprises in other medical devices fields.