本文關(guān)鍵詞：中國醫(yī)療器械企業(yè)關(guān)系營銷問題及對策研究　出處：《中央民族大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：目前,中國醫(yī)療器械市場競爭空前激烈,一些傳統(tǒng)的營銷方式和理念已經(jīng)不再適應(yīng)新時期的醫(yī)療器械企業(yè)的發(fā)展。醫(yī)療器械行業(yè)的營銷方式和理念的改變是勢在必行。另外,隨著我國經(jīng)濟(jì)的不斷發(fā)展,年均國民收入也在不斷增加,消費者的消費水平也在不斷升級,對醫(yī)療器械的消費觀念也在轉(zhuǎn)換和升級中,我國消費者對醫(yī)療器械的消費水平將會進(jìn)入新的歷史階段,這一切都使得醫(yī)療器械企業(yè)的營銷觀念必須與時俱進(jìn)。 在營銷界,從4P營銷理論過渡到4C營銷理論,最近幾年隨著注重與客戶建立關(guān)系的4R營銷理論的提出,我國企業(yè)界開始研究運用關(guān)系營銷,但是我國企業(yè)界在進(jìn)行關(guān)系營銷時,暴露出了很多問題,以醫(yī)療器械企業(yè)最為突出,在關(guān)系營銷上存在諸多錯誤看法和錯誤行為,比如“把關(guān)系營銷等同于拉關(guān)系走后門、不注重與客戶的溝通反饋、不注重客戶需求、不注重客戶關(guān)系維護(hù)”,可以發(fā)現(xiàn),我國醫(yī)療器械企業(yè)對關(guān)系營銷的認(rèn)識和理解不正確,而且營銷理念不是從顧客需求出發(fā),忽視醫(yī)療器械產(chǎn)品的服務(wù)；我國醫(yī)療器械企業(yè)“忽視與客戶以外的其他關(guān)系主體的關(guān)系營銷”,對關(guān)系營銷的認(rèn)識比較片面,而且沒有站在企業(yè)經(jīng)營的全局上,分析企業(yè)各個關(guān)系主體對企業(yè)的發(fā)展促進(jìn)作用。因此十分有必要對我國醫(yī)療器械企業(yè)關(guān)系營銷問題進(jìn)行研究分析,以提出有針對性的解決對策。 針對我國醫(yī)療器械企業(yè)關(guān)系營銷存在的問題,筆者認(rèn)為首先,要樹立正確的關(guān)系營銷理念,要通過雙向溝通,打造長期合作關(guān)系。針對我國中小型醫(yī)療器械企業(yè)忽視客戶需求、不注重服務(wù)的客戶關(guān)系營銷做法,筆者在客戶關(guān)系營銷策略中,提出了要先加強與客戶的溝通和反饋,在雙向的互動中,初步形成信任關(guān)系。通過建立溝通反饋機(jī)制和建立客戶關(guān)系管理機(jī)制,對客戶關(guān)系進(jìn)行長期管理和控制后,逐步建立與客戶的長期信任合作共贏關(guān)系。在內(nèi)部關(guān)系營銷策略方面,提出了建立完善的薪酬管理和績效管理體系以及激勵機(jī)制和建立優(yōu)秀的企業(yè)使命和企業(yè)文化；在競爭者關(guān)系營銷策略方面,提出了要競爭者發(fā)展優(yōu)勢互補的關(guān)系營銷策略；在生產(chǎn)銷售流通環(huán)節(jié)關(guān)系營銷策略方面,認(rèn)為要通過整合供應(yīng)鏈來發(fā)展與供應(yīng)商的關(guān)系營銷,與分銷商要在市場推廣和服務(wù)方面進(jìn)行聯(lián)盟合作等；在政府、公眾等關(guān)系營銷策略方面,提出要注重企業(yè)的社會責(zé)任感的提升和增加社會貢獻(xiàn),企業(yè)可以通過廣泛參與各種社會公益活動,比如設(shè)立扶貧基金、大學(xué)生助學(xué)基金,再就業(yè)基金等等,廣泛關(guān)注民生,提高企業(yè)的社會擔(dān)當(dāng),來發(fā)展與公眾的關(guān)系,塑造企業(yè)形象和提高企業(yè)的社會影響力。另外,醫(yī)療器械企業(yè)也要注重與媒體發(fā)展長期穩(wěn)定友好的關(guān)系,制訂公共關(guān)系策略。企業(yè)還要與自己有著相同客戶群體的企業(yè)和品牌,達(dá)成消費聯(lián)盟,共享宣傳、促銷的結(jié)果,產(chǎn)生1+12的聯(lián)盟效應(yīng)。最后,提出了實施關(guān)系營銷的補充建議。建議醫(yī)療器械企業(yè)利用互聯(lián)網(wǎng)的影響,開展微博關(guān)系營銷,成立企業(yè)微博和博客或者在主要網(wǎng)絡(luò)論壇和社區(qū),發(fā)布企業(yè)最新動態(tài),并進(jìn)行各種促銷宣傳和收集消費者的溝通反饋信息。通過互聯(lián)網(wǎng),可以給目標(biāo)客戶提供免費的咨詢服務(wù),開拓新客戶,挖掘并影響更多的潛在客戶等等；建議企業(yè)實施關(guān)系營銷要獲得領(lǐng)導(dǎo)的重視和支持。
[Abstract]:At present, the competition of medical market China unprecedented fierce, some of the traditional marketing mode and concept is no longer adapt to the new period of development of medical equipment enterprises. The medical device industry marketing mode and concept change is imperative. In addition, with China's economic development, the annual national income is also increasing, the consumer the level is constantly upgrading, for medical devices in the transformation and upgrading of consumption, consumers in China on medical devices consumption level will be entering a new historical stage, all this makes the medical enterprise's marketing concept must keep pace with the times.
In the marketing sector, from the 4P marketing theory to 4C marketing theory, in recent years, with the focus on establishing customer relationship marketing theory of 4R, the enterprises of our country began to study the use of relationship marketing, but the enterprises in our country to carry out relationship marketing, exposed a lot of problems, the most prominent medical equipment enterprises there are many misconceptions and mistakes, behavior in relationship marketing, such as "the relationship marketing relationship pull through the back door, do not pay attention to the feedback of the communication with customers, do not pay attention to the needs of customers, do not pay attention to customer relationship maintenance, can be found, China's medical device industry knowledge and understanding of the relationship between marketing and marketing is incorrect. The concept is not based on consumer demand, ignoring medical products services; relationship marketing relationship between other players outside of China's medical equipment enterprises" ignored with customers, understanding of relationship marketing It is one-sided and does not stand on the overall situation of business operation. It also analyzes the promoting role of each relationship entity to the development of enterprises. Therefore, it is necessary to study and analyze the problem of relationship marketing in China's medical device enterprises, so as to propose targeted solutions.
In view of the existing marketing of medical equipment enterprises in our country, the author thinks that the first, to establish a correct concept of relationship marketing, through two-way communication, build long-term relations of cooperation. In view of China's small and medium-sized medical equipment enterprises ignore customer demand, do not pay attention to the practice of customer relationship marketing services, the customer relationship marketing strategy, put forward to strengthen communication with customers and feedback in a two-way interaction, the initial formation of the trust relationship. To establish a customer relationship management mechanism through the establishment of communication and feedback mechanism, long-term management and control of the customer relationship, and gradually establish long-term customer trust and cooperation and win-win relationship. The internal relationship marketing strategy, proposed the establishment of the perfect salary management and performance management system and incentive mechanism and establish a good corporate mission and corporate culture; the relationship marketing strategy of competitors Hand, put forward to the relationship marketing strategy of competitors complementary advantages for development; in the relationship marketing strategy of the circulation of production and sales, to think through the relationship marketing to the development of the integration of the supply chain with suppliers and distributors, in marketing and service aspects of alliance cooperation; in government, public relations marketing strategy, put forward should pay attention to corporate social responsibility to enhance and increase social contribution, enterprises can participate in various social welfare activities, such as the establishment of poverty alleviation fund, college student employment funds fund, etc., are widely concerned about people's livelihood, improve corporate social responsibility, to develop relations with the public, shaping the corporate image and improve corporate social the influence of medical devices. In addition, enterprises should also pay attention to the development of media friendly relations of long-term stability, formulate public relations strategy. Enterprises but also with their own Have the same customer group of companies and brands, a consumer alliance, sharing of publicity, promotion results, alliance effect 1+12. Finally, put forward suggestions of the implementation of relationship marketing. Suggestions of medical equipment enterprises using the Internet to carry out relationship marketing influence, micro-blog, micro-blog and the establishment of enterprises in the main blog or online forums and communities the latest release, enterprise, and all kinds of promotional and collecting consumer communication feedback information through the Internet, to target customers can provide free advisory services, develop new customers, and the impact of mining more potential customers and so on; relationship marketing to get attention and support the implementation of the recommendations of leading enterprises.

【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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