Research On Marketing Strategy Of CT Medical Equipment Of F Company In Shandong

In the field of CT medical equipment,F Company,Siemens Healthineers and GE Healthcare occupy the leading market share in China,the total market share tops out at more than 70 percent.However,with the establishment and development of China’s domestic independent,the market share of domestic brands in CT medical equipment is increasing,and the market leading position of imported brands is facing the impact of domestic brands.As a large province of population and economy,the demand for CT medical equipment in Shandong Province is increasing,the market volume is increasing year by year,the customer group is gradually sinking,and the future market prospect is huge.Although the market share of CT medical equipment of F Company is among the top in Shandong Province,with the continuous intensification of localization substitution and import demonstration,it is not feasible for F Company to rely on the original marketing strategy to maintain its previous market share and make breakthroughs.Therefore,it is necessary to further analyze the national policies and the market environment of Shandong Province,Explore the marketing problems of F Company’s CT medical equipment and formulate solutions,so as to keep the market of F Company’s CT medical equipment stable and grow in Shandong.The research content of this paper is mainly to analyze the macro-environment and micro-environment of CT medical equipment marketing of F Company through PEST analysis model and Porter’s Five Forces model,detailed description of the large market environment and the competitive environment in the industry of CT medical equipment will help F company find a foothold in the industry.Then analyze the competitive situation of F Company’s CT medical equipment through SWOT analysis,find out the competitive advantages and opportunities of F Company,use their own advantages,seize opportunities,improve their disadvantages,and face threats directly,so as to obtain greater market capacity.Based on the above analysis,problems existing in the marketing strategy of CT medical equipment of F Company are analyzed,including product focus,channel coverage,key account management of these three aspects.Focusing on these problems,the STP theory is used to analyze market segmentation,market targeting and market positioning,and it is determined to focus on the packaging and development of super premium Spectral CT to gain market share.In terms of marketing strategy,based on the 7Ps marketing strategy combination model,the strategy is formulated in seven aspects of Product,Price,Place,Promotion,Participant,Physical Evidence and Process Management.and based on the 4Cs theory,the optimization of marketing strategy is proposed in four aspects of Consumer,Cost,Convenience and Communication.In addition,in terms of organizational structure,human resources,corporate culture,we have formulated safeguards to ensure the implementation of the strategy.