Research On Medical Intelligent Equipment Marketing Strategy Of Xuanguan Health Company

Since the“13th five — year plan” clearly put forward the concept of great health,People’s health needs began to change from disease diagnosis and treatment to normal preventive health care.At the same time,with the aggravation of the aging problem in China,the shortage of the total medical resources and the uneven medical level among different regions are prominent problems,which lead to the difficulty and high cost of seeing a doctor in most regions.In order to solve the problem of unequal regional medical resources,the country began to implement graded diagnosis and treatment,and medical information is the basis of graded diagnosis and treatment.The construction of medical information also drives the innovation and development of smart medical,which is expanding to internet hospital,intelligent triage,AI auxiliary diagnosis,remote consultation and other different directions.Xuanguan Health Co.,Ltd.is a medical internet enterprise engaged in medical hardware and software equipment.In the complex market environment,the business of the company’s medical intelligent equipment grows slowly,and the competitive advantage in the market gradually weakens,the development of the company is facing severe challenges.This thesis takes the medical intelligent equipment as the research object,the research content mainly includes the following four aspects: First,through the questionnaire research and the interview analysis,localization porch health medical circle equipment existing marketing question,including: “Product line portfolio is not rich”,“Pricing mechanism is not flexible”,“Marketing channel conversion rate is low” and“Promotion strategy selection” and other issues.Secondly,the external macro-environment and competitive situation of the company are analyzed,and on the basis of the analysis of the advantages and disadvantages of the company,help the company to avoid disadvantages and play to its advantages,and look for development opportunities suitable for Xuanguans health companies.Thirdly,on the basis of STP analysis,the marketing mix strategy of “4P →4E →4C” is formulated for Xuanguan health company according to the characteristics of the medical intelligent device industry,they are“Customer demand-oriented innovative product strategy”,“Differential price strategy based on customer perception”,“Channel strategy combining online and offline” and“Promotion strategy based on trust”.Finally,in order to ensure the smooth implementation of the optimization strategy,put forward measures such as organizational security,information security,financial security and human resources security.The purpose of this paper is to help Xuanguan Health Company optimize their marketing strategies to achieve their strategic goals,and also to provide reference for other smart medical device companies of the same type.