Research On The Relationship Marketing Strategy Of R Medical Equipment Company To The Hospital Channel

With the high-quality development of China's economy,the quality of people's lives is improving day by day,self-health awareness is gradually enhanced,and the demand for medical and health services is becoming more and more vigorous,which has brought about the rapid development of the medical equipment market.At the same time,China's medical reform is also constantly advancing.Under the trend of "medical insurance control fee","breaking down medicine to support medicine" and "drug zero-plus",the national "two-vote system" and "collecting and collecting and lowering prices" policies have been introduced continuously.The layout of the medical equipment industry and the profit model of hospitals are also changing,and enterprises are changing.Trend.How many medical equipment companies adapt to the new environment and new situation and obtain sustainable profits and development is a subject.This paper chooses R Medical Equipment Company as the research object,through introducing the relationship marketing strategy into its main hospital channels,abandoning the traditional marketing concept,giving full play to its advantages and overcoming disadvantages,seizing opportunities and avoiding threats,and achieving long-term and stable development.The article mainly includes introduction,theoretical basis,industry and company status analysis,relationship marketing strategy and implementation guarantee.Based on the author's accumulated experience in medical equipment industry for many years,through the research of relationship marketing theory and combining with the actual situation of R medical equipment company,this paper analyses its industry background,and finds that the marketing of medical equipment hospital channel is not only the sales of products themselves,but also covers enterprises,hospitals,doctors and patients.The relationship marketing between people and various social needs.In the past,R Medical Equipment Company adopted the traditional single "transaction" sales mode,which mainly focused on its own interests and did not consider the stakeholder factors,resulting in the non-synergy of stakeholders' interests affecting the marketing of hospital channel relationship;R Medical Equipment Company invested insufficiently in the relationship of hospital channel,and lacked long-term marketing means.Maintenance results in poor quality of customer relationship in hospital channels,lack of dynamic customer relationship management,unclear customer classification and location,which reduces the effect of relationship marketing.Through the combination of theory andpractice,this paper puts forward the relational marketing strategy suitable for R medical equipment company's hospital channel,including strengthening the concept of relational marketing,coordinating relational stakeholders,striving to improve the quality of relational service and dynamic relational management.It also adds the relational management department,completes the staffing and formulates the post responsibility workers.Make plans and evaluation programs,put CRM customer relationship management system into use,and ensure the smooth implementation of the strategy.Aiming at the particularity of medical equipment products and the complexity of hospital channel,it is difficult to put forward effective relationship management strategy.Fuzzy evaluation method and 4P customer analysis method of hospital channel are the highlights of this paper.