Research On Customer 's Educational Marketing

With the rapid development of social economy and science & technology, human health life concept has become the indispensable key content in the daily life. Based on today’s era of big data and the whole internet around the world, we can see the product, high-tech intelligent apparatus come out in IVD industry. At the same time, the traditional marketing mode has no more effective power to put high-knowledge & high-tech medical apparatus into the market successfully, innovation products mean marketing mode subversion, also human consumption patterns of innovation. Customer education, as a powerful complement to the traditional marketing means, in an interactive systematic means of transmission becomes the hot spot in the industry and academia.In IVD industry, the innovation mode of customer education set up, particularly from the perspective of intensive knowledge and technology-intensive, largely for marketers & operators and even for benefit customers, which plays a win-win situation role. Marketers in product knowledge and marketing skills will be improved; Operators such as inspection department doctors have the whole learn for the newest technology and function of POCT instrument; Patients with customers such as inspection, through the understanding of POCT instrument, quickly realized that their disease can be test effectively, quickly, accurately by intelligent instrument and subsequent treatment timely for patients, which all of this is of very important significance. From the customer education, we can see the significant future of POCT in IVD industry development and set up an important position.During product marketing, Nep Company gradually realized the importance of customer education in POCT instrument, which plays key guide for the establishment of the brand value, core&new technology spreading, patent technology of knowledge application, the maintenance of customer satisfaction and loyalty. To some extent, Nep company’s own marketing case study based on the new angle of view, making a breakthrough marketing plan, implementing the optimized customer education system, and hope that this system in the practice of marketing activities to get improvement and supplement.This paper takes the NEP Company as the research object, customer education theory and related marketing theory as the instruction. First of all, sum up the medical apparatus industry in the development of macro environment, as well as IVD & POCT industry analysis; and then combined with the marketing status and opportunities & exiting problems Nep Company are facing, take clear note that due to the lack of customer education in the product marketing, which have a bad impact on Nep Company e.g. lead to performance and customer satisfaction decline, customer loyalty lost. Through the analysis of the specific customer education in marketing, set up corresponding customer education system, and puts forward related suggestions, to ensure smooth implementation of customer education in order to promote the product marketing effects. Sincerely hope that this paper study can establish a good reference and guiding significance for not only POCT product of NEP Company marketing strategy, but also marketing plan formulation of enterprises in IVD industry.