广东华柁医疗器械维修有限公司服务营销策略研究

发布时间：2018-03-17 18:53

本文选题：医疗器械维修　切入点：服务营销　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：在科技主导生产运作的今天,医疗检查设备在医生的工作中,为医生提供强有力的判断,分析,并为医院带来一定的经济效益,无形中显得非常重要,并日益凸显,故其安全性的保证以及质量控制成为医疗机构的重点课题。在此背景下,医疗器械维修行业应运而生。医疗设备的维修与保养在提高仪器的开机率、准确率、并提高医院的经济效益、提升医院设备的整体配置、保证医疗器械安全性能上具有深远意义。但是,医疗器械维修业属于新兴行业,其发展仍然需要继续探索。广东华柁医疗器械维修有限公司作为粤东地区首家专业医疗器械维修公司,研究其如何发展具有重大意义。本文以服务营销等理论作为研究基础,结合广东华柁医疗器械维修有限公司服务产品的实际情况,对其发展以及服务营销策略进行分析。首先,在对华柁医疗有一定了解的基础上,从宏观与微观两方面,对其目前的经营现状、客户需求、其他第三方等各个方面做了较为系统分析,归纳出华柁医疗的优势与劣势,以及面临的机会与威胁并进行了 SWOT策略分析。其次,运用STP战略理论对公司的市场细分、目标市场选择以及市场定位进行分析,并从产品、价格、渠道、促销等多个方面提出相应的服务营销策略。最后,从优化营销组织架构、注重客户资源管理、加强营销过程管理、建立健全考核和激励制度、加强营销队伍建设等方面就营销策略的实施提出保障措施。本文将研究理论成果运用于广东华柁医疗器械维修有限公司的服务营销实践上,以便在在日常工作中发挥最大的效应。
[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.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

【参考文献】