강원도 의료기기산업 해외 진출 시 애로사항 분석과 진출전략

A Study on the Strategy and Analysis difficulties in overseas expansion of Medical Device Industry in Gangwon Province

The purpose of this study is to research on the strategy and analysis difficulties in overseas expansion of medical device industry in Gangwon Province. As the research method, the questionnaire was carried our from November 14, 2011 to February 20, 2012, According to the result of the survey, over 70% of medical device companies located in Gangwon Province were exporting which is very high compare to other industry and last of companies were straggling to export newly developed products. The technology. quality and price competitiveness in oversea markets were similar to competitor but the brand competitiveness was lower. Also most of companies were exporting through agents which caused the high distribution costs and problems in customs and tariffs. In oder to expend oversea sales channels it is necessary to increase brand awareness abroad To strengthen the brand competitiveness it is required the enhanced international marketing performance continually and exports who have experience and knowledge in both trade and technique of medical device industry. In conclusion, the medical device industry in Gangwon Province has the difficulties in overseas expansion owing to the shortage of overseas marketing capability, information, and attraction foreign capital. Therefore, in order to overcome these problems the government and local self-government body should make the intensive and systematical support network and frame work such as global marketing sharing system, Wonju medical equipment export assistance center, international joint logistics centre and participate foreign aid projects related with medical device industry.