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90年代以来随着“以顾客为中心”的思想在市场营销中的逐步深入,市场营销的重点己由产品和竞争为导向转向以顾客需求导向。如何借鉴西方先进的营销策略,并总结国内企业发展的经验教训,形成适合自身发展的营销策略,是目前国内医疗器械企业急待解决的重要问题。上海春森电子公司将其针灸治疗仪放于体验管进行销售,本文有针对性地提出了识别顾客价值、提供顾客价值、沟通顾客价值和提升顾客价值的建议。
Since the 1990s, with the idea of “customer-centered” gradually deepening in marketing, the focus of marketing has shifted from product-oriented and competition-oriented to customer-oriented. How to draw lessons from advanced Western marketing strategies, sum up the experiences and lessons of domestic enterprises’ development, and form a marketing strategy that suits their own development is an important issue for domestic medical equipment companies. Shanghai Chunsen Electronics Co., Ltd. puts its acupuncture treatment instrument on the experience tube for sale. This article has targeted recommendations for identifying customer value, providing customer value, communicating customer value, and enhancing customer value.