Research On Digital Transformation Path Of A Medical Equipment Company

Since the reform and opening-up,China’s economy and society have developed rapidly,and experienced a gradual transformation from high-speed development to high-quality development.At present,China’s economy has entered a new normal.The digital economy have become the new impetus and trend of high-quality economic development.The report of the 19th CPC National Congress included the digital economy,and the 20th CPC National Congress also emphasized the requirements of accelerating the development of the digital economy and promoting the deep integration of the digital economy and the real economy.The new round of scientific and technological revolution and industrial revolution has brought great opportunities and challenges to the development of the medical industry.Seizing the opportunities,strengthening the integration of the digital economy and the real economy,creating new formats and models,and forming differentiated digital competitive advantages will be the future development direction of the medical equipment sales industry.Based on the digital transformation theory,STP theory and process reengineering theory,this paper first uses the literature research method to analyze the background of the digital transformation of the current medical equipment sales industry companies.Secondly,SWOT analysis method is used to analyze the internal and external influencing factors of A medical equipment company in the process of Digital transformation.Thirdly,use the case study method and comparative study method to compare the differences between the marketing and management models of A Medical Equipment Company before and after the digitalization,and then analyze the problems encountered by A Medical Equipment Company during the digitalization transformation.Then,through interviews and questionnaires with senior executives and employees of A Medical Equipment Company,we analyzed the reasons for the problems in the marketing and management digital transformation of A Medical Equipment Company.Finally,combined with the goal of Digital transformation of A Medical Equipment Company,a path of Digital transformation is constructed,which is guided by digital strategy,focused on and driven by digital marketing mode,and supported by digital management mode.This study found that in the process of digitalization,A Medical Equipment Company has some questions,such as:(1)traditional business model;(2)lack of institutionalization of company management;(3)the sales channel is fixed;(4)the informatization utilization of the company’s database is low;(5)the company uses less digital technology and so on.In a word,A Medical Equipment Company is obviously lack of awareness in promoting digital management.In view of the problems existing in the digital transformation process of A Medical Equipment Company,this study found that its digital transformation can be carried out from three aspects: strategy,marketing and management,and build a specific transformation path with digital strategy as the guidance,digital sales model as the key point,and digital management model as the support.Based on the AIPL model,first,cultivate data thinking and develop digital strategies to provide guidance for the digitalization of marketing models.Secondly,focusing on the sales model,build a digital marketing model.Finally,take multiple measures to build a digital management model to provide guarantee for the digital marketing model.This study enriches the relevant literature on the digital transformation path of the medical equipment sales company,provides valuable suggestions for the future digital transformation of A Medical Equipment Company,and also provides a reference scheme for the digital transformation of the marketing and management models of similar small and medium-sized medical equipment sales companies.