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论文编号：	14432
作者编号：	2320200310
上传时间：	2023/12/16 20:44:55
中文题目：	A公司医疗设备售后服务业务营销策略研究
英文题目：	ResearchontheMarketingStrategyofAfter salesServiceofMedicalEquipmentof CompanyA
指导老师：	马连福教授
中文关键字：	医疗设备；售后服务公司；营销策略；7PS
英文关键字：	Medicalequipment；After-saleserviceCompany；MarketingStrategy； 7PS
中文摘要：	随着国家对医疗行业发展的愈发重视，鼓励创新和加速审批等利好政策不 断出台，我国的医疗设备市场也从一穷二白发展到如今的全球第二大规模。然 而另一方面，我国的医疗设备售后服务体系发展并不完善，服务不专业、售后 反馈慢均是业内的常态问题。对于国外的医疗设备企业而言，几十年的技术发 展和售后服务体系的塑造， 在我国的医疗设备行业内已经占有一席之地。对于 国内的医疗设备及售后服务行业而言，唯有通过不断提升服务质量来满足客户 日益增长的深层次需求，才能保障企业的长期竞争力。通过本文的研究，在市 场营销理论的实践拓展上增加了医疗器械服务领域的具体案例，同时也为相关 理论的应用方式提供了有效借鉴，极大的促进了市场营销理论的应用拓展，具 有一定的理论意义。同时本次研究对 A 公司的实际营销问题解决提供了有效的 数据支持和方案支持，对 A 公司的实际问题解决提供了借鉴，同时为其他医疗 器械服务公司管理者解决类似问题提供了一定的参考。 本文以营销 7Ps 理论作为主要的理论框架，同时应用 STP 理论为 A 公司的 医疗设备售后服务提供明确的市场定位。 7Ps 理论是 4Ps 理论的拓展，包括产品、 渠道、价格、促销、有形展示、人员与过程管理七大要素，也被称为服务营销 理论，是因为该理论更加看重对消费者的服务管理，转变了以往产品为核心的 营销理念。 通过本文的研究，发现 A 公司在服务营销上存在的一系列问题，包括产品 类型单一、无竞争力的价格体系、代理商缺乏专业性、促销方式与力度不适宜、 有形展示不具备吸引力、服务过程效率一般以及人员配置不合理。为了企业实 现长期发展，本文为 A 公司提出了适合其发展方向的市场定位，并针对性地制 定服务营销策略，制定了组织结构、制度优化、员工激励与企业文化方面的保 障措施。最后本文提出进行服务营销策略优化后 A 公司的业绩改善表现，并进 一步提出未来的改进方向
英文摘要：	With the country's increasing attention to the development of the medical industry, encourage innovation and accelerate the approval of favorable policies continue to come out, China's medical equipment market has developed from a poor totheworld'ssecond largest. However,ontheotherhand, thedevelopment ofChina's medical equipment after-sales service system is not perfect, unprofessional service, slow after-sales feedback are the industry's normal problems. For foreign medical equipment enterprises, decades of technological development and after-sales service system shaping, in China's medical equipment industry has occupied a place. For the domestic medical equipment and after-sales service industry, the only way to protect the long-term competitiveness of enterprises is to meet the growing deep-rooted needs of customers by continuously improving the quality of service. Through the research of this paper, the practical expansion of marketing theory has increased the specific cases in the field of medical equipment services, and also provides effective referencefortheapplicationofrelatedtheories,whichgreatlypromotestheexpansion of the application of marketing theory and has certain theoretical significance.At the same time, this research provides effective data support and program support for the actual marketing problem solving of Company A. It provides a reference for the actual problem solving of Company A, and at the same time, it provides a certain referenceforthemanagersofothermedicaldeviceservicecompanies tosolvesimilar problems. This page takes the 7Ps theory of marketing as the main theoretical framework, and also applies the STP theory to provide a clear market positioning for the after-sales service of medical devices in CompanyA. The 7Ps theory is an expansion of the 4Ps theory, including the seven elements of products, channels, prices, promotions,tangibledisplays, and personneland processmanagement,andithasalso been made into the theory of service marketing because the theory emphasizes more on the management of service to the consumers, changing the previous product-centric marketing to a service-oriented marketing. transformed the previous Abstract III product-centeredmarketingconcept. Through the research of this paper, a series of problems exist in the service marketing of Company A, including single product type, uncompetitive pricing system, lack of professionalism of agents, inappropriate promotional methods and strengths, unattractive tangible display, general efficiency of the service process, and irrational staffing. In order to achieve long-term development of the enterprise, this paper proposes a market positioning suitable for the development direction of Company A, and targeted service marketing strategy, the development of organizational structure, system optimization, employee incentives and corporate culture safeguards. Finally, this paper presents the performance improvement of CompanyAafter the optimization of service marketing strategy, and further proposes thedirectionoffutureimprovement.
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