家用医械连锁零售企业竞争力的提升——基于关系营销视角

发布时间：2018-03-11 16:44

本文选题：关系营销　切入点：家用医疗器械　出处：《中国商贸》2014年18期 　论文类型：期刊论文

【摘要】：关系营销不同于原有的市场营销观念,其更强调通过建立与维持现有顾客及利益相关者的互惠关系而获利。我国的家用医疗器械连锁经营企业处于快速发展阶段,"国美"是这些企业的发展目标。鉴于家用医疗器械产品的独特性,如技术含量高、价格不菲、顾客期望值高、售后服务久等,家用医疗器械连锁经营企业必须借助于长期关系营销策略,加强同客户之间的亲密关联,增加客户的信任,从而提升其市场竞争力。家用医疗器械连锁零售商可实施的关系营销策略包括:通过供应链管理流程再造建立同上游供应商之间的共享价值联盟,围绕关系营销理念提高客户关系管理能力,实施基于关系营销理念的整合营销组合策略,从而提升其长远发展的竞争力,即具备效率优势的供应链管理能力、最大化的成本控制能力和差异化地服务顾客个性化需求的能力等。
[Abstract]:Relationship marketing is different from the original concept of marketing. It pays more attention to profit by establishing and maintaining the reciprocal relationship between existing customers and stakeholders. The domestic medical device chain operation enterprises in China are in the rapid development stage, "Gome" is the development goal of these enterprises. The uniqueness of household medical device products, If the technology content is high, the price is not cheap, the customer expectation is high, the after-sale service is long, the household medical appliance chain management enterprise must resort to the long-term relationship marketing strategy, strengthens the intimate connection with the customer, increases the customer's trust, In order to enhance their market competitiveness, the relationship marketing strategies that can be implemented by household medical device chain retailers include: establishing a shared value alliance with upstream suppliers through the reengineering of supply chain management process, To improve the ability of customer relationship management around the concept of relationship marketing, to implement the integrated marketing combination strategy based on the concept of relationship marketing, so as to enhance the competitiveness of its long-term development, that is, the supply chain management ability with efficiency advantage. Maximize cost control and differentiated ability to serve customer's individual needs.
【作者单位】：广东食品药品职业学院医疗器械系;
【分类号】：F721.7

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