發(fā)布時(shí)間：2018-12-16 04:22

【摘要】：本研究通過(guò)頭腦風(fēng)暴法、問(wèn)卷調(diào)查法和德?tīng)柗品ń⒘薙UT產(chǎn)品買方指標(biāo)體系,運(yùn)用層次分析判斷矩陣的乘積方根法得到各指標(biāo)的權(quán)重系數(shù),利用市場(chǎng)調(diào)研和同行評(píng)議對(duì)買方指標(biāo)給予賦值,使用線性加權(quán)法對(duì)已建立的買方指標(biāo)進(jìn)行評(píng)價(jià)分析,根據(jù)評(píng)價(jià)結(jié)果篩選目標(biāo)客戶并為其制定銷售政策。 應(yīng)用銷售預(yù)評(píng)估的方法對(duì)遼陽(yáng)市市級(jí)醫(yī)院進(jìn)行了SUT產(chǎn)品銷售前的情況分析與評(píng)估,對(duì)確定的目標(biāo)客戶進(jìn)行銷售洽談并成功簽訂銷售合同,產(chǎn)品投入使用后得到科室、醫(yī)院等各方面的好評(píng),促進(jìn)了周邊城市對(duì)設(shè)備的購(gòu)買意向,同時(shí)對(duì)潛在客戶制定個(gè)性化的銷售方案,完全符合預(yù)評(píng)估結(jié)果。 通過(guò)應(yīng)用預(yù)評(píng)估方式對(duì)鞍山地區(qū)市級(jí)醫(yī)院進(jìn)行了SUT產(chǎn)品銷售的回顧性評(píng)價(jià),評(píng)價(jià)結(jié)果表明預(yù)評(píng)估的銷售方式無(wú)論對(duì)于醫(yī)療器械銷售企業(yè)還是醫(yī)療單位都能夠有效的降低風(fēng)險(xiǎn),在較大程度上實(shí)現(xiàn)買賣雙方的雙贏。 本文在探索銷售方式理論的基礎(chǔ)上,評(píng)述了目前銷售方式的現(xiàn)狀,總結(jié)了傳統(tǒng)銷售方式存在的問(wèn)題。針對(duì)此問(wèn)題,在醫(yī)療器械銷售領(lǐng)域中是使用設(shè)備銷售前對(duì)客戶相關(guān)因素進(jìn)行評(píng)價(jià)分析的方法,并詳細(xì)介紹了此方法的實(shí)施程序；通過(guò)對(duì)遼陽(yáng)市和鞍山市地區(qū)市級(jí)醫(yī)院SUT銷售的應(yīng)用和回顧性評(píng)估,驗(yàn)證了預(yù)評(píng)估銷售方式是符合當(dāng)前醫(yī)療器械銷售及醫(yī)療器械銷售企業(yè)實(shí)現(xiàn)可持續(xù)發(fā)展的新途徑。
[Abstract]:Through brainstorming method, questionnaire method and Delphi method, the index system of SUT product buyer is established, and the weight coefficient of each index is obtained by using the product square root method of AHP judgment matrix. The buyer's index is assigned by market research and peer review, and the established buyer's index is evaluated and analyzed by linear weighting method. According to the evaluation result, the target customer is screened and the sales policy is made for it. This paper analyzes and evaluates the situation of SUT products in Liaoyang City Hospitals by using the method of pre-evaluation of sales, discusses the target customers and signs the sales contract successfully, and gets the department after the products are put into use. Hospitals and other aspects of the praise, promote the purchase of equipment around the city intention, at the same time to potential customers to develop personalized sales plan, fully in line with the pre-evaluation results. A retrospective evaluation of SUT product sales in Anshan city hospitals is carried out by applying the pre-evaluation method. The results show that the pre-evaluated sales methods can effectively reduce the risk for both medical device sales enterprises and medical units. To a large extent, to achieve a win-win situation between the buyer and seller. On the basis of exploring the theory of sales mode, this paper reviews the present situation of sales mode and summarizes the problems existing in traditional sales mode. In order to solve this problem, in the field of medical device sales, it is a method to evaluate and analyze the customer's relevant factors before the equipment sale, and the implementation procedure of this method is introduced in detail. Through the application and retrospective evaluation of SUT sales in municipal hospitals in Liaoyang and Anshan, it is verified that pre-evaluation is a new way to achieve sustainable development in line with current medical device sales and medical device sales enterprises.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：R445.1;F426.4

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