To Learn And To Apply General Benefits Of The People:The Development Of KP Medical Brand

With the acceleration of the localization process of medical devices in China,it is a major challenge for medical device manufacturers to develop and strengthen domestic brands.Since its establishment,KP Medical System Co.,Ltd.has grasped the opportunity,owned the core independent intellectual property rights through technological innovation,broke the industry barriers,made the enterprise stand out at the beginning of its establishment,and realized overtaking on the curve by relying on technological breakthrough,and practiced the specific application of strategic entrepreneurship theory and brand relationship theory with KP medical brand development history.In this paper,through in-depth interviews and open data collection to obtain the information needed for the study,the development process of KP medical brand is described in detail,and the case is analyzed.In the process of case analysis,strategic entrepreneurship theory and brand relationship theory are used to analyze the development of KP medical and KP medical brand from different perspectives,such as antecedent variables,constituent elements,outcome variables,environmental variables,brand relationship subject,brand relationship process,brand relationship rules and brand relationship quality.Through case analysis,the following conclusions are drawn:first,the integration of new and old resources through strategic layout is the basis for the development of KP medical enterprise brand;second,grasping the market pain point is the starting point of KP medical brand development;third,the route of high-end technological innovation is the key to overtaking in the development curve of KP medical brand;fourth,the expansion direction of business scope is an important strategy for the development of KP medical brand choice.KP medical has accumulated valuable experience in technological innovation,strategic choice and brand development in the past ten years,which not only validates the theory of Strategic Entrepreneurship and brand relationship,but also provides reference for the development of technological innovation enterprises,especially the detached technological innovation enterprises.