Medical device companies- the relationship or do the brand-.doc

 PAGE \* MERGEFORMAT 5 Medical device companies: the relationship or do the brand? In 2013, the total output value of the medical device industry will reach 200 billion yuan, China has tens of thousands of medical device companies, of which more than 80% for SMEs. In the next few years, China’s medical equipment industry growth of 20% per year, of which up to 30% growth rate in the low-end medical equipment. More than 80% of small and medium-sized enterprises, rely on the price advantage in the low-end market, the use of the relationship between agents, one year in a regional market to sell a few units, more than a dozen devices, enterprise difficult to survive. In a regional market in order to sell dozens, hundreds! In order to become the industry leader must establish a professional brand image. The brand strategy benchmark Shenzhen Mindray Shenzhen Mindray was founded in 1991, after decades of development 2012 sales of $ 1.06 billion. Shenzhen Mindray to build the corporate brand strategy, through a lot of hardship ordeal! Venture of the corporate brand strategy is to choose between: Shenzhen Mindray to give up their expertise in ultrasound diagnostic equipment, select clinical Monitor. Shenzhen Mindray to give up their own decisions, choosing instead to do the agents of foreign brands, the accumulation of capital, talent, network, technology. Growing ‘brand strategy’ is to adhere to: First, we continue to operate independently, without foreign agent. Second, insist on independent research and development, adhere to the ‘practical technology innovation,’ ‘progressive technological innovation. Financial pressure almost disbanded in 1996, two years, part of the company founders chose to leave Mindray pursue other occasion, still adhere to the road of independent research and development to the final. Maturity ‘brand strategy’ is to integrate: First, in 2006 the New York Stock Exchange in the United States successfully listed, promote sound