Research On Marketing Strategy Of Indwelling Needle Productsin BD Co.,Ltd.

With the development of China’s economy and the continuous improvement of people’s living standards,people pay more and more attention to their physical health.Meanwhile,due to the existence of environmental pollution and unsafe factors such as food safety in recent years,China’s medical market presents an unprecedented prosperity,and infusion is considered as the most basic means of clinical treatment by the people.Due to the growth of domestic demand,the expansion of infusion market is expected to be obvious,and infusion tools are increasingly diversified.Indwelling needles have now become the most important infusion tools in clinical practice.Manufacturers in the us,Western Europe and Japan lead the global market for medical devices,with the us accounting for 39.10 per cent of global sales.BD is a large company integrating medical equipment and medical reagents.Its business covers major countries and regions in the world,and its global sales in fiscal 2018 reach 16 billion dollars.BD entered the Chinese market in 1994.With its headquarters in Shanghai,it has established offices in Beijing,chengdu,guangzhou,hangzhou,shenyang and other places for 22 years.Its pharmaceutical business has achieved great success in China.But now the society competition is more and more intense,the indwelling needle industry also faces the unprecedented challenge.As a member of the sales department of the shenyang office of BD company,the author deeply studies the marketing problems faced by BD company under the new situation and proposes marketing strategies to meet the long-term development needs of the company,which is of great practical significance.The United States and the European Union have absolute advantages in the global medical device market.The United States is the world’s largest medical equipment market,with the production and consumption accounting for 40%of the global market share,the European Union about 33%of the market share,and China about 3%of the market share.Becton,Dickinson and Company is one of the world’s largest medical technology companies producing and selling medical devices,systems and reagents.However,in the increasingly fierce competition,its market position and advantages in entering China for the first time also face more and more challenges.It is an urgent task to formulate the department’s next strategy to enhance its market competitiveness.This paper takes the indwelling needle products of the shenyang office of BD company as the research object,analyzes the internal environment of BD company from various resources and capabilities,and analyzes the status quo of the company’s internal resources and capabilities.Many analysis tools,such as PEST analysis,porter five models of BD company shenyang office environment is analyzed,and the STP theory to shenyang office BD needle products to market segmentation,target market and market positioning,combined with the status of the company’s internal and external development environment and marketing present situation,formulated the BD company shenyang office needle products marketing mix strategy,namely the 4 ps strategy and relationship marketing strategy.These strategies are conducive to promoting the sales and future development of shenyang indwelling needle products of BD company,and the research conclusions of this paper have certain reference significance for other enterprises of similar medical devices.