Chinese Medical Device Company Relationship Marketing Problems And Solutions

At present, in the medical device market of unprecedented fierce competition, some of the traditional marketing methods and philosophy is no longer adapt to the development of the new period of medical equipment enterprises. The medical device industry marketing mode and the concept of change is be imperative. In addition, with the development of China’s economy, the annual national income is also increasing, the consumer level also in the continuous upgrading of medical instruments, consumer attitudes are also in the transformation and upgrading, China’s consumers of medical consumption level will enter a new historical stage, all of which makes medical instruments enterprises the marketing concept must keep pace with the times.In the marketing industry, from the4P marketing theory to4C marketing theory, in recent years with the focus on the proposed the establishment of customer relationship marketing theory of4R, the enterprises of our country began to study the application of relationship marketing, but in our business relationship marketing, exposed many problems, the most prominent in the medical device industry, there are many misconceptions and error behavior in relationship marketing, such as "equal to the relationship marketing relationship through the back door, do not pay attention to the communication with customer feedback, do not pay attention to customer needs, do not pay attention to customer relationship maintenance.", can be found, China’s medical device industry knowledge and understanding of relationship marketing is not correct, and the marketing concept is not from the customer needs, neglect of medical equipment products service; marketing "relationship to other subjects except Chinese medical equipment industry" ignored with customers, understanding of relationship marketing are one-sided, but did not stand in the global business, analysis of the subject of enterprise each relationship for the development of enterprises to promote effect of. Therefore it is necessary to make a study on relationship marketing of Chinese medical equipment industry, put forward pertinent countermeasures.In view of the existing relationship marketing in China’s medical equipment enterprises, the author thinks that first of all, to establish the correct concept of relationship marketing, through the two-way communication, to build long-term cooperative relationship. For customer relationship marketing practices in small and medium-sized medical equipment enterprises ignore customer demand, do not pay attention to service, the customer relationship marketing strategy, put forward to strengthen the communication with customers and feedback, the two-way interaction, the initial formation of trust relationship. The establishment of a customer relationship management mechanism through the establishment of communication and feedback mechanism and the long-term, the management and control of the customer relationship, and gradually establish a long-term trust and cooperation and win-win relationship with customers. In the aspect of the marketing strategy of the internal relationship, proposes to establish and perfect the compensation management and performance management system and incentive mechanism and establish a good corporate mission and enterprise culture; in the aspect of relationship marketing strategy of competitors, put forward to the complementary advantages between competitors marketing strategy; in the aspect of relationship marketing strategy in production and sales of the circulation link, think through relationship marketing integration of the supply chain to develop with suppliers, and distributors to alliance cooperation in marketing and service; in the strategy of government, public relations marketing, puts forward to want to pay attention to corporate social responsibility in the promotion and increase social contribution, the enterprise can widely participate in various social welfare activities, such as the establishment of poverty alleviation fund the college student employment, fund, fund and so on, are widely concerned about people’s livelihood, improve corporate social responsibility, to develop relations with the public, shaping the corporate image and improve the social influence. In addition, medical equipment enterprises should pay attention to the development of a long-term and stable relations with the media friendly, making public relations strategy. But companies have the same customer groups and their companies and brands, a consumer alliance, sharing publicity, marketing results, alliance effects of1+1＞2. Finally, puts forward suggestions for implementing relationship marketing. Recommended medical device companies use the Internet influence of micro-blog, relationship marketing, enterprise micro-blog and blog or in the main network forum and community, the latest developments of enterprises, and various promotional and collecting consumer communication feedback information. Through the Internet, can give the target customers to provide free consulting services, develop new customers, mining and more potential customers and so on; relationship marketing to get attention and support the leadership of the implementation of the recommendations of enterprise.