本文選題：醫(yī)療器械維修　切入點(diǎn)：服務(wù)營(yíng)銷　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在科技主導(dǎo)生產(chǎn)運(yùn)作的今天,醫(yī)療檢查設(shè)備在醫(yī)生的工作中,為醫(yī)生提供強(qiáng)有力的判斷,分析,并為醫(yī)院帶來(lái)一定的經(jīng)濟(jì)效益,無(wú)形中顯得非常重要,并日益凸顯,故其安全性的保證以及質(zhì)量控制成為醫(yī)療機(jī)構(gòu)的重點(diǎn)課題。在此背景下,醫(yī)療器械維修行業(yè)應(yīng)運(yùn)而生。醫(yī)療設(shè)備的維修與保養(yǎng)在提高儀器的開(kāi)機(jī)率、準(zhǔn)確率、并提高醫(yī)院的經(jīng)濟(jì)效益、提升醫(yī)院設(shè)備的整體配置、保證醫(yī)療器械安全性能上具有深遠(yuǎn)意義。但是,醫(yī)療器械維修業(yè)屬于新興行業(yè),其發(fā)展仍然需要繼續(xù)探索。廣東華柁醫(yī)療器械維修有限公司作為粵東地區(qū)首家專業(yè)醫(yī)療器械維修公司,研究其如何發(fā)展具有重大意義。本文以服務(wù)營(yíng)銷等理論作為研究基礎(chǔ),結(jié)合廣東華柁醫(yī)療器械維修有限公司服務(wù)產(chǎn)品的實(shí)際情況,對(duì)其發(fā)展以及服務(wù)營(yíng)銷策略進(jìn)行分析。首先,在對(duì)華柁醫(yī)療有一定了解的基礎(chǔ)上,從宏觀與微觀兩方面,對(duì)其目前的經(jīng)營(yíng)現(xiàn)狀、客戶需求、其他第三方等各個(gè)方面做了較為系統(tǒng)分析,歸納出華柁醫(yī)療的優(yōu)勢(shì)與劣勢(shì),以及面臨的機(jī)會(huì)與威脅并進(jìn)行了 SWOT策略分析。其次,運(yùn)用STP戰(zhàn)略理論對(duì)公司的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇以及市場(chǎng)定位進(jìn)行分析,并從產(chǎn)品、價(jià)格、渠道、促銷等多個(gè)方面提出相應(yīng)的服務(wù)營(yíng)銷策略。最后,從優(yōu)化營(yíng)銷組織架構(gòu)、注重客戶資源管理、加強(qiáng)營(yíng)銷過(guò)程管理、建立健全考核和激勵(lì)制度、加強(qiáng)營(yíng)銷隊(duì)伍建設(shè)等方面就營(yíng)銷策略的實(shí)施提出保障措施。本文將研究理論成果運(yùn)用于廣東華柁醫(yī)療器械維修有限公司的服務(wù)營(yíng)銷實(shí)踐上,以便在在日常工作中發(fā)揮最大的效應(yīng)。
[Abstract]:Today, when science and technology dominate production and operation, medical inspection equipment provides doctors with strong judgment, analysis and economic benefits in the work of doctors. It is virtually very important and increasingly prominent. Therefore, the guarantee of safety and quality control has become a key issue in medical institutions. Under this background, the medical device maintenance industry has emerged as the times require. The repair and maintenance of medical equipment is improving the boot rate and accuracy of the instrument. It is of great significance to improve the economic efficiency of the hospital, to improve the overall configuration of the hospital equipment and to ensure the safety performance of the medical device. However, the medical device maintenance industry belongs to the emerging industry. As the first professional medical device maintenance company in eastern Guangdong, it is of great significance to study how to develop it. Combined with the actual situation of the service products of Guangdong Huazuo Medical device maintenance Co., Ltd., this paper analyzes its development and service marketing strategy. First, on the basis of a certain understanding of Huazuo medical treatment, from the macro and micro aspects, This paper makes a systematic analysis of its current operating situation, customer demand, other third parties, and summarizes the advantages and disadvantages of Huazuo medical treatment, as well as the opportunities and threats it faces. Secondly, it makes an analysis of the SWOT strategy. This paper analyzes the market segmentation, target market selection and market positioning of the company by using the STP strategy theory, and puts forward the corresponding service marketing strategies from product, price, channel, promotion and so on. Finally, it optimizes the marketing organization structure. Pay attention to the management of customer resources, strengthen the management of marketing process, establish and improve the examination and incentive system, Strengthen the construction of marketing team and put forward the safeguard measures on the implementation of marketing strategy. This paper applies the theoretical research results to the service marketing practice of Guangdong Huazuo Medical device maintenance Co., Ltd. In order to play a maximum effect in the daily work.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4

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