| According to statistics,by the end of 2018,there were 260 million patients with major diseases and chronic diseases in China.Meanwhile,the aging trend is serious.At present,the most of the high-quality medical equipment in domestic is monopolized by imported brands,which is one of the most important reason caused the difficulty and high cost of healthy care.The government of China has already acutely aware of this problem."The 13th national science and technology innovation five years plan"provided the policy support,the domestic medical imaging industry faces a new opportunity.Based upon the national health policy,Shenyang SN company focuses on 16 row CT machine and research and development of customized integrated solution.The company provides cost-effective,friendly integration,customized CT and system solution.Firstly,this paper analyzes the macroscopic and industrial environment by using PEST and Porter’s five forces model,and defines the strategic direction,and clear the external policy environmental factors and the developing trend of the whole industry which impact the development of the company,in this way to confirm that the "entrepreneurial track" selected by SN company comply with the strategic direction of the development of the national medical imaging equipment industry.Then,IE matrix and SWOT model are used to analyze the competitiveness of the company.Next,STP is used to find out market segments and product positioning.On these basis,4Ps is used to formulate the company’s marketing strategy and appropriate measurements,in order to try to explore the market of a new High-tech medical company in the northeast market.Through this MBA thesis writing,I try to combine the theoretical study of the MBA to solving the real company’s marketing strategy problem,help the company to take a place in the fierce market competition,also hope the 16 row CT products and solutions can integrate the industry chain,reduce the domestic 16 row CT price and clinical costs. |
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