69 Positioning and Channel Strategy of Jiuan Company in the Domestic Market

Currently the domestic portable medical electronic products are facing competition from both domestic and overseas. Jiuan Medical not only needs to conscientiously analyze its own strengths, weaknesses, opportunities, and threads (SWOT), but also needs to nicely design its positioning in the market, to correctly plan channel strategies, in order to win in the market with fierce competition. This paper first makes correct positioning in the domestic market for Jiuan on the basis of analyzing domestic market environment, pointing out that Jiuan's positioning is providing customers with portable, home appliance like, popularized household medical electronic products, providing people with high tech home health guarantees, becoming the leader in the industry in the domestic market. Second, the paper analyzes Jiuan's marketing channel strategies, which are pursuing flat horizontal channel, pursuing win-win and pursuing smooth communication. Last, the paper proposes marketing channel countermeasures from aspects of strengthening direct selling models, establishing joint ventures, diversifying channels, exploring rural market and developing internet marketing etc.