Research On Marketing Strategy For Lumenis Company Medical Laser Equipment After-sales Service

The modern hospital clinical diagnosis and treatment more and more relies on the equipment,an advanced performance,the Good Operation Equipment is carries on the treatment the essential guarantee,the equipment The Adjuster thus unifies with the clinical more and more closely.At the same time,after-sales service has a strong customer adhesion and interaction,can actively promote sales growth,maintenance market brand.And its technical threshold and market control,also can let the after-sales service itself create good economic benefits.In this paper,we choose the after-sales service market of medical laser equipment as the main body,and focus on the game between the manufacturer and its competitors.Manufacturers are the main players in the after-sales service market,especially the manufacturers of imported medical equipment,but also through a variety of ways to control or monopolize the market to obtain the highest returns.The target object of this study is after-sales service of Lumenis companies.First,introduce the after-sales service and its forms,and lead to the current situation of after-sales service and problems in marketing business of Lumenis Company.Secondly,it analyzes the external and internal environment of Lumenis company,as well as its strengths and weaknesses,opportunities and challenges.Furthemore,According to the 7P theory,suggestions are made for improving the after-sales service marketing strategy of the medical company in seven aspects: product,price,channel,promotion,personnel,tangible display,and process.In terms of products,According to the characteristics of the service product,increase product range at low cost,the strategy of diversified services is put forward to meet the needs of different customers.In terms of price,the pricing strategy based on equipment category is proposed to effectively realize the price demand of different customer groups of the company,and solve the problem of high price of existing service products of the company.In terms of place,the concept of extend place is put forward,and the construction of two extend palce,the whole machine sales team and the service engineer team,forms an effective supplement to the company’s existing direct selling and distribution palce.In terms of promotion,optimize the promotion strategy of the company’s after-sales service marketing,analyze from two aspects: accurate tracking promotion and new media promotion,and put forward improvement plans.Optimization suggestions were proposed in terms of personnel,physical display,and process.Finally,in response to the proposed marketing strategy,corresponding safeguards are provided from the organizational,institutional,and technical perspectives.In theory,the research of this paper can supplement the research content of after-sales service business,and provide theoretical basis for better after-sales service marketing,it is of guiding significance to the marketing development of after-sales service of medical personnel company,and is beneficial to the maximization of the company’s income.This article also provides reference and reference for other similar enterprises in the industry.