【作者】 陈超；

【导师】 郑享清；

【作者基本信息】 南昌大学 ， MBA（专业学位）， 2019， 硕士

【摘要】 随着国民经济的发展,中国医疗设备市场已经成为全球前几位的医疗设备市场,从而使与之相匹配的大型医疗设备售后服务市场也受到了广泛关注。在大型医疗设备售后服务领域,技术含量高、国际化、高度专业化都是其显著特点。抓住中国医疗改革的机遇、迎接医疗改革的新挑战、打破传统的大型医疗设备售后服务的局限性将大大促进S公司的售后服务业务的增长。同时,如何面对国际医疗企业和国内第三方医疗服务机构的竞争,发挥公司独特的售后服务优势,构建核心竞争力,提高客户满意度和公司售后市场占有率,保证公司的可持续性健康发展,都是S公司售后服务部门必须面对和需要尽快解决的。本文以S公司的大型医疗设备售后服务业务为研究对象,运用SWOT分析矩阵工具系统分析了S公司售后服务营销的市场情况,剖析了S公司售后服务营销的策略,主要包括产品、价格、分销、促销、人员、过程、物证这7个方面。希望本文的研究成果能对其他行业的售后服务营销,及其他大型设备售后业务的市场决策提供指导和参考。更多还原

【Abstract】 With the development of national economy,China’s medical equipment market has become the world’s top medical device market,and after-sales service market of large medical equipment market also has received the widespread attention.Large medical equipment after-sales service industry has the characteristics of high technology,high professional and international.Grasp the opportunity of China’s medical reform,meet the new challenge of China’s medical reform,break the traditional limitations of large medical equipment after-sales service,all of this promote the growth of the company S after-sales service business.How to face the competition of international medical enterprises and domestic third-party medical service institutions? At the same time,give full play to the company’s unique aftersales service advantages,build core competitiveness,improve customer satisfaction and after-sales market share,and ensure the sustainable and healthy development of the company are anxious problems to be solved for Company S.This paper takes S company’s large medical equipment after-sales service business as the research object,using the SWOT matrix tool system analysis the market situation of company S after-sales service marketing,elaborate the company S after-sales service marketing product strategy,price strategy,place strategy,promotion strategy,personnel strategy,process strategy,physical evidence strategy.Hope this article research results will provide guidance and reference to large equipment in other industries.更多还原