Research On The Strategy Of Improving Channel Of M Company’s Surgical Medical Devices

In recent years,with the continuous improvement of the level of science and technology,medical device technology has also continued to innovate and progress.The aging population and the improvement of people’s living standards have made the public pay more and more attention to health issues.The matching of the supply side and the demand side of the medical market has promoted the global medical market flourishing.In 2020,the global epidemic will severely damage economic development.Under the premise of greater downward pressure,my country’s economy can still achieve a small growth.Among them,the medical device industry is still going against the current and achieving growth.The vast Chinese medical device market has also allowed multinational companies to consolidate determination to develop in China.In2021,the first year of the "14th Five-Year Plan",the plan attaches great importance to the development of the medical and health industry,and the medical device industry has also entered the ranks of rapid development.Device companies face new opportunities and challenges.Among them,marketing channels,whether due to economic trends or policy reforms,are the parts that should be optimized by production companies.How to adapt the company’s development and market changes by improving marketing channels,so as to win differentiated competitive advantages for the company,have core competitiveness during the transformation period,and lay the foundation for long-term benefits has become an important issue.This article takes M company as the research object,combined with the current policy,society and industry background,through in-depth analysis of the external market status,industry characteristics,competition situation,industry demand changes,internal status of the company and channel issues,etc.,drawing on previous research,using the fuzzy analytic hierarchy process to conduct a comprehensive evaluation on the marketing channel of M company,the result shows that the evaluation of the marketing channel is "average".Aiming at the problems in the channel management,countermeasures and suggestions are put forward for the improvement and management of the channel,and formulated six channel optimization strategies,namely,improve channel evaluation and optimize channel members,build an information platform and optimize the channel model,train compliance systems and improve regulatory systems,build a professional team and enhance professional services,establish strategic alliances to strengthen member loyalty,comprehensive customer insight and optimization of terminal services,put forward three safeguard measures,including strengthening management innovation,improving the talent system,and adequate financial support.The purpose of this thesis is to help Company M to adjust and improve its channels,enhance the competitiveness of channels,obtain channel competitive advantages,improve economic benefits,and lay a solid foundation for the company’s sustainable development in China.At the same time,it also tries to provide a reference for the channel management of medical device production companies like M company.