中国医疗器械企业关系营销问题及对策研究

发布时间：2018-01-01 10:36

本文关键词：中国医疗器械企业关系营销问题及对策研究　出处：《中央民族大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前,中国医疗器械市场竞争空前激烈,一些传统的营销方式和理念已经不再适应新时期的医疗器械企业的发展。医疗器械行业的营销方式和理念的改变是势在必行。另外,随着我国经济的不断发展,年均国民收入也在不断增加,消费者的消费水平也在不断升级,对医疗器械的消费观念也在转换和升级中,我国消费者对医疗器械的消费水平将会进入新的历史阶段,这一切都使得医疗器械企业的营销观念必须与时俱进。在营销界,从4P营销理论过渡到4C营销理论,最近几年随着注重与客户建立关系的4R营销理论的提出,我国企业界开始研究运用关系营销,但是我国企业界在进行关系营销时,暴露出了很多问题,以医疗器械企业最为突出,在关系营销上存在诸多错误看法和错误行为,比如“把关系营销等同于拉关系走后门、不注重与客户的沟通反馈、不注重客户需求、不注重客户关系维护”,可以发现,我国医疗器械企业对关系营销的认识和理解不正确,而且营销理念不是从顾客需求出发,忽视医疗器械产品的服务；我国医疗器械企业“忽视与客户以外的其他关系主体的关系营销”,对关系营销的认识比较片面,而且没有站在企业经营的全局上,分析企业各个关系主体对企业的发展促进作用。因此十分有必要对我国医疗器械企业关系营销问题进行研究分析,以提出有针对性的解决对策。针对我国医疗器械企业关系营销存在的问题,笔者认为首先,要树立正确的关系营销理念,要通过双向沟通,打造长期合作关系。针对我国中小型医疗器械企业忽视客户需求、不注重服务的客户关系营销做法,笔者在客户关系营销策略中,提出了要先加强与客户的沟通和反馈,在双向的互动中,初步形成信任关系。通过建立沟通反馈机制和建立客户关系管理机制,对客户关系进行长期管理和控制后,逐步建立与客户的长期信任合作共赢关系。在内部关系营销策略方面,提出了建立完善的薪酬管理和绩效管理体系以及激励机制和建立优秀的企业使命和企业文化；在竞争者关系营销策略方面,提出了要竞争者发展优势互补的关系营销策略；在生产销售流通环节关系营销策略方面,认为要通过整合供应链来发展与供应商的关系营销,与分销商要在市场推广和服务方面进行联盟合作等；在政府、公众等关系营销策略方面,提出要注重企业的社会责任感的提升和增加社会贡献,企业可以通过广泛参与各种社会公益活动,比如设立扶贫基金、大学生助学基金,再就业基金等等,广泛关注民生,提高企业的社会担当,来发展与公众的关系,塑造企业形象和提高企业的社会影响力。另外,医疗器械企业也要注重与媒体发展长期稳定友好的关系,制订公共关系策略。企业还要与自己有着相同客户群体的企业和品牌,达成消费联盟,共享宣传、促销的结果,产生1+12的联盟效应。最后,提出了实施关系营销的补充建议。建议医疗器械企业利用互联网的影响,开展微博关系营销,成立企业微博和博客或者在主要网络论坛和社区,发布企业最新动态,并进行各种促销宣传和收集消费者的沟通反馈信息。通过互联网,可以给目标客户提供免费的咨询服务,开拓新客户,挖掘并影响更多的潜在客户等等；建议企业实施关系营销要获得领导的重视和支持。
[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.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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