医疗器械企业基于客户忠诚的品牌管理研究

发布时间：2018-06-18 18:57

本文选题：医疗器械企业 + 客户忠诚　；参考：《暨南大学》2008年硕士论文

【摘要】： 在市场竞争日益加剧的环境下,面临着客户等市场资源惨烈的争夺现状,越来越多的医疗器械企业意识到将客户忠诚和品牌管理结合起来提升自身竞争力的必要性和紧迫性。本文首先在总结和借鉴国内外相关研究的基础上,对基于客户忠诚的品牌管理方法的概念和特点进行了界定,并探析了其具体的运作模式;然后在对医疗器械企业的品牌现状进行分析的基础上,提出了医疗器械企业基于客户忠诚的品牌管理的若干提高途径,并分析了医疗器械企业基于客户忠诚的品牌管理的效果;紧接着又剖析了GE(中国)医疗集团基于客户忠诚的品牌管理的具体案例,并分析了GE(中国)医疗集团基于客户忠诚的品牌管理的效果;最后在总结前文研究成果的基础上,进一步提出了对医疗器械企业的品牌管理进行改进的若干建议。
[Abstract]:In the increasingly fierce market competition environment, facing the fierce competition for market resources such as customers, more and more medical device enterprises realize the necessity and urgency of combining customer loyalty and brand management to enhance their competitiveness. This paper first summarizes and draws lessons from the domestic and foreign related research foundation, has carried on the definition to the customer loyalty brand management method concept and the characteristic, and has probed into its concrete operation mode; Then, on the basis of analyzing the brand status of medical device enterprises, this paper puts forward some ways to improve the brand management based on customer loyalty in medical device enterprises, and analyzes the effect of brand management based on customer loyalty in medical device enterprises. Then it analyzes the specific case of GE (China) Medical Group based on customer loyalty brand management, and analyzes the effect of GE (China) Medical Group brand management based on customer loyalty. Finally, on the basis of summarizing the previous research results, Some suggestions are put forward to improve the brand management of medical device enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.4

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