医疗器械企业基于客户忠诚的品牌管理研究
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摘要
在市场竞争日益加剧的环境下,面临着客户等市场资源惨烈的争夺现状,越来越多的医疗器械企业意识到将客户忠诚和品牌管理结合起来提升自身竞争力的必要性和紧迫性。
本文首先在总结和借鉴国内外相关研究的基础上,对基于客户忠诚的品牌管理方法的概念和特点进行了界定,并探析了其具体的运作模式;然后在对医疗器械企业的品牌现状进行分析的基础上,提出了医疗器械企业基于客户忠诚的品牌管理的若干提高途径,并分析了医疗器械企业基于客户忠诚的品牌管理的效果;紧接着又剖析了GE(中国)医疗集团基于客户忠诚的品牌管理的具体案例,并分析了GE(中国)医疗集团基于客户忠诚的品牌管理的效果;最后在总结前文研究成果的基础上,进一步提出了对医疗器械企业的品牌管理进行改进的若干建议。
Facing the increasing competition in the market, more and more medical equipment enterprises have been ware of the imminence and necessity of banding together client loyalty and brand management to strengthen their competitiveness.
Upon studying of related researches both domestic and abroad, this paper firstly gives a definition to the concept and characteristics of Brand Management based on Client Loyalty, and then innovatively explores its idiographic operational mode. Secondly, this paper, on a deep research on brand status quo of medical equipment enterprises, reveals several advanced approaches of Brand Management of Medical Equipment Enterprises based on Client Loyalty and analyzes its effects on brand of medical equipment enterprises. Thirdly, this paper analyzed material case of GE (China) Healthcare on Brand Management of Medical Equipment Enterprises based on Client Loyalty and its impacts to brand of GE Company. Finally, base on summary of the above paragraphs, this paper makes some suggestions of improving brand management of medical equipment enterprises.
本文首先在总结和借鉴国内外相关研究的基础上,对基于客户忠诚的品牌管理方法的概念和特点进行了界定,并探析了其具体的运作模式;然后在对医疗器械企业的品牌现状进行分析的基础上,提出了医疗器械企业基于客户忠诚的品牌管理的若干提高途径,并分析了医疗器械企业基于客户忠诚的品牌管理的效果;紧接着又剖析了GE(中国)医疗集团基于客户忠诚的品牌管理的具体案例,并分析了GE(中国)医疗集团基于客户忠诚的品牌管理的效果;最后在总结前文研究成果的基础上,进一步提出了对医疗器械企业的品牌管理进行改进的若干建议。
Facing the increasing competition in the market, more and more medical equipment enterprises have been ware of the imminence and necessity of banding together client loyalty and brand management to strengthen their competitiveness.
Upon studying of related researches both domestic and abroad, this paper firstly gives a definition to the concept and characteristics of Brand Management based on Client Loyalty, and then innovatively explores its idiographic operational mode. Secondly, this paper, on a deep research on brand status quo of medical equipment enterprises, reveals several advanced approaches of Brand Management of Medical Equipment Enterprises based on Client Loyalty and analyzes its effects on brand of medical equipment enterprises. Thirdly, this paper analyzed material case of GE (China) Healthcare on Brand Management of Medical Equipment Enterprises based on Client Loyalty and its impacts to brand of GE Company. Finally, base on summary of the above paragraphs, this paper makes some suggestions of improving brand management of medical equipment enterprises.
引文
1.资料来源:品牌资产生成路径[M],经济科学出版社,2006,P143-145.
2.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
3.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
4.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
5.数据来源:新规规范行业发展正规企业衷心拥护,网易财经,2008.3.20.
6.数据来源:中国医药信息网http://www.cpi.gov.cn/.
7.数据来源:健康报,2008.1.30
8.资料来源:GE医疗与冒险策略的代价,21世纪经济报道,2002.11.21.
9.数据来源:2007年中国医疗器械行业授信风险分析报告
10.数据来源:环球财经,2006.10.
11.数据来源:GE(中国)医疗集团超声系统内部资料.
[1] Oliver Richard L., A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 1980,17(4), P462.
[2] Oliver Richard, Satisfaction: a Behavioral Perspective on the Consumer, New York, NY: Irwin-McGrwa-Hill, 1997, P13.
[3] Oliver Richard L., Whence Consumer Loyalty? , Journal of Marketing, 1999, Special Issue, P33-34.
[4] Aaker David & Keller K. Consumer Evaluations of brand extensions [J], Journal of Marketing, 1990, 54, P27-41.
[5] Aaker David, Measure Brand Equity across Products and Markets [J], California Management Review, 1996, 38(3), P102-110.
[6] Keller, K.L., Building Customer-based Brand Equity [J], Marketing Management, 2001, 32( July/August), P15-19.
[7] Keller, K. L., Conceptualizing, Measuring, and Managing Customer-based Brand Equity [J], Journal of Marketing, 1993, 57, P1-29.
[8] Jones T O, Sasser W E, Why Satisfied Customers Defect[J], Harvard Business Review, 1995, 73(November/December), P88-99.
[9] Reichheld F F, The Loyalty Effect-the Relationship between Loyalty and Profits [J], European Business Journal, 2000, 12(3), P173-179.
[10] Morgan, Robert M. and Hunt Shelby D, the Commitment-Trust Theory of Relationship Marketing [J], Journal of Marketing, 1994, 58(July), 20-38.
[11] Shamdasani. P. N& Sheth, J. N, an Experimental Approach to Investigating Satisfaction with Continuity in Marketing Alliances [J], European Journal of Marketing, 1995, 29(4), P6-23.
[12] Lee Don Y and Dawes Philip L. Guanxi, Trust, and Long-term Orientation in Chinese Business Marketing [J], Journal of International Marketing, 2005, 33(2), P28-56.
[13] Kevin Lane Keller., Strategic Brand Management [M], Copyright (?) Prentice. Hall. Inc., 2002,P29-31.
[14] Nigel Hill, Jim Alexander, Handbook of Customer Satisfaction and Loyalty Measurement and Edition [J], China Machine Press, 2004, P55-71.
[15] C.K.Prahalad and Venkatram Ramaswamy, the Future of Competition Co-Creating Unique Value with Customers, China Machine Press, 2005, P11-17.
[16] Bendapudi, N.and Berry, L.L., Customers Motivations for Maintaining Relationships with Service Providers, Journal of Retailing, 1997, 73(1), P15-37.
[17] William Boulding, Ajay Kalra, and Richard Staelin, The Quality Double Whammy, Marketing science, 1999,18(4) .
[18] Stephen P.Robbins and Mary Coulter, Management (Seventh Edition) , Renmin University of China Press, 2004, P402.
[19] Gotlieb Jerry B., Dhruv Grewal and Stephen W.Brown, Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs, Journal of Applied Psychology, 1994, 79(6), P877.
[20] J.Joseph CroninJr., Michael K.Brady and GTomas M.Hult, Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 2000, 76(2), P193-218.
[21] Ruter, Wetzels, Lemmink and Mattson, The Dynamics of the Services Delivery Process: aValue-based Approach, International Journal of Research in Marketing, 1997, 25(2).
[22] McDougall and Levesque, Customer Satisfaction with Services: Put Perceived Value into the Equation, Journal of Services Marketing, 2000,14(5).
[23] Kapferer.J. And Gille Laurent, Further Evidence on the Consumer Involvement Profile:Five Antecedents of Involvement, Psychology&Marketing, 1993, 10( July/August), P349.
[24] Flynn,L.R. and R.E. Goldsmith, Application of the Personal Involvement Inventory in Marketing. Psychology & Marketing, 1993, (10), P357-366.
[25] Rothschild.M.L. and W.C.Gaidis, Behavioral Learning Theory: Its Relevance to Marketing and Promotion, Journal of Marketing, 1981, 45(spring), P70-78.
[26] Nigel Hill and Jim Alexander, Handbook of Customer Satisfaction and Loyalty Measurement and Edition, China Machine Press, 2004, P55-71.
[27] Butz, Howard E., Jr. and L. D. Goodstein. Measuring Customer Value: Gaining the Strategic Advantage [J], Organizational Dynamics, 1996,24 (3), P63-77.
[28] Sweeney, C. Jillian and Soutar, N. Geoffrey, Consumer Perceived Value: The development of a multiple item scale [J], Journal of Retailing, 2001, 77 (2), P203-220.
[29] Blackston, M, Observations: Building Equity by Managing the Brand's Relationships, Journal of Advertising Research, 1992, (5-6), P101-105.
[30] Barnes, J.G, Secrets of Customer Relationship Management It's All about How You Make the Feel, China Machine Press, 2001, P270-299.
[31] Zeithaml, V.A., Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence,Journal of Marketing,1988,vol.52(3),July,P2-21.
[32]Dwyer F.Robert,Schurr Paul H.and Oh Sejo,Developing Buyer-Seller Relationships[J],Journal of Marketing,1987,51(April),P11-27.
[33]卢泰宏,品牌资产评估的模型与方法,中山大学学报,2002,42(3).
[34]庄贵军,席酉民,关系营销在中国的文化基础[J],管理世界,2003,(10),P98-100.
[35]武永红,范秀成,基于顾客价值的企业竞争力理论整合[J],经济科学,2005,1,P100-108.
[36]白长虹,范秀成,甘源,基于顾客感知价值的服务企业品牌管理[J],外国经济与管理,2002,22(2),P7-13.
[37]董大海,金玉芳,作为竞争优势重要前因的顾客价值:一个实证研究[J],管理科学学报,2004,7(5):P84-90.
[38]王永贵,客户关系管理的研究现状、不足和未来展望,中国流通经济,2004年第6期,P52-56.
[39]卫海英,品牌资产生成路径[M],经济科学出版社,2006,P143-145.
[40]卫海英,祁湘涵,基于信息经济学视角的品牌资产生成研究[J],中国工业经济,2005,221(10):P113-120.
[41]卫海英、李瑞一,企业品牌资产管理模式探析,科技管理研究,2007.11,P7-11.
[42]李光斗,品牌竞争力[M],北京:中国人民大学出版社,2003.
[43]Frederick Reichheld,忠诚的价值,北京:华夏出版社,2001.1.
1 资料来源:品牌资产生成路径[M],经济科学出版社,2006,P143-145.
2 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
3 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
4 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
5 数据来源:新规规范行业发展正规企业衷心拥护,网易财经,2008.3.20.
6 数据来源:中国医药信息网http://www.cpi.gov.cn/.
7 数据来源:健康报,2008.1.30
8 资料来源:GE医疗与冒险策略的代价,21世纪经济报道,2002.11.21.
9 数据来源:2007年中国医疗器械行业授信风险分析报告.
10 数据来源:环球财经,2006.10.
11 数据来源:GE(中国)医疗集团超声系统内部资料.
2.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
3.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
4.数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
5.数据来源:新规规范行业发展正规企业衷心拥护,网易财经,2008.3.20.
6.数据来源:中国医药信息网http://www.cpi.gov.cn/.
7.数据来源:健康报,2008.1.30
8.资料来源:GE医疗与冒险策略的代价,21世纪经济报道,2002.11.21.
9.数据来源:2007年中国医疗器械行业授信风险分析报告
10.数据来源:环球财经,2006.10.
11.数据来源:GE(中国)医疗集团超声系统内部资料.
[1] Oliver Richard L., A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 1980,17(4), P462.
[2] Oliver Richard, Satisfaction: a Behavioral Perspective on the Consumer, New York, NY: Irwin-McGrwa-Hill, 1997, P13.
[3] Oliver Richard L., Whence Consumer Loyalty? , Journal of Marketing, 1999, Special Issue, P33-34.
[4] Aaker David & Keller K. Consumer Evaluations of brand extensions [J], Journal of Marketing, 1990, 54, P27-41.
[5] Aaker David, Measure Brand Equity across Products and Markets [J], California Management Review, 1996, 38(3), P102-110.
[6] Keller, K.L., Building Customer-based Brand Equity [J], Marketing Management, 2001, 32( July/August), P15-19.
[7] Keller, K. L., Conceptualizing, Measuring, and Managing Customer-based Brand Equity [J], Journal of Marketing, 1993, 57, P1-29.
[8] Jones T O, Sasser W E, Why Satisfied Customers Defect[J], Harvard Business Review, 1995, 73(November/December), P88-99.
[9] Reichheld F F, The Loyalty Effect-the Relationship between Loyalty and Profits [J], European Business Journal, 2000, 12(3), P173-179.
[10] Morgan, Robert M. and Hunt Shelby D, the Commitment-Trust Theory of Relationship Marketing [J], Journal of Marketing, 1994, 58(July), 20-38.
[11] Shamdasani. P. N& Sheth, J. N, an Experimental Approach to Investigating Satisfaction with Continuity in Marketing Alliances [J], European Journal of Marketing, 1995, 29(4), P6-23.
[12] Lee Don Y and Dawes Philip L. Guanxi, Trust, and Long-term Orientation in Chinese Business Marketing [J], Journal of International Marketing, 2005, 33(2), P28-56.
[13] Kevin Lane Keller., Strategic Brand Management [M], Copyright (?) Prentice. Hall. Inc., 2002,P29-31.
[14] Nigel Hill, Jim Alexander, Handbook of Customer Satisfaction and Loyalty Measurement and Edition [J], China Machine Press, 2004, P55-71.
[15] C.K.Prahalad and Venkatram Ramaswamy, the Future of Competition Co-Creating Unique Value with Customers, China Machine Press, 2005, P11-17.
[16] Bendapudi, N.and Berry, L.L., Customers Motivations for Maintaining Relationships with Service Providers, Journal of Retailing, 1997, 73(1), P15-37.
[17] William Boulding, Ajay Kalra, and Richard Staelin, The Quality Double Whammy, Marketing science, 1999,18(4) .
[18] Stephen P.Robbins and Mary Coulter, Management (Seventh Edition) , Renmin University of China Press, 2004, P402.
[19] Gotlieb Jerry B., Dhruv Grewal and Stephen W.Brown, Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs, Journal of Applied Psychology, 1994, 79(6), P877.
[20] J.Joseph CroninJr., Michael K.Brady and GTomas M.Hult, Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, 2000, 76(2), P193-218.
[21] Ruter, Wetzels, Lemmink and Mattson, The Dynamics of the Services Delivery Process: aValue-based Approach, International Journal of Research in Marketing, 1997, 25(2).
[22] McDougall and Levesque, Customer Satisfaction with Services: Put Perceived Value into the Equation, Journal of Services Marketing, 2000,14(5).
[23] Kapferer.J. And Gille Laurent, Further Evidence on the Consumer Involvement Profile:Five Antecedents of Involvement, Psychology&Marketing, 1993, 10( July/August), P349.
[24] Flynn,L.R. and R.E. Goldsmith, Application of the Personal Involvement Inventory in Marketing. Psychology & Marketing, 1993, (10), P357-366.
[25] Rothschild.M.L. and W.C.Gaidis, Behavioral Learning Theory: Its Relevance to Marketing and Promotion, Journal of Marketing, 1981, 45(spring), P70-78.
[26] Nigel Hill and Jim Alexander, Handbook of Customer Satisfaction and Loyalty Measurement and Edition, China Machine Press, 2004, P55-71.
[27] Butz, Howard E., Jr. and L. D. Goodstein. Measuring Customer Value: Gaining the Strategic Advantage [J], Organizational Dynamics, 1996,24 (3), P63-77.
[28] Sweeney, C. Jillian and Soutar, N. Geoffrey, Consumer Perceived Value: The development of a multiple item scale [J], Journal of Retailing, 2001, 77 (2), P203-220.
[29] Blackston, M, Observations: Building Equity by Managing the Brand's Relationships, Journal of Advertising Research, 1992, (5-6), P101-105.
[30] Barnes, J.G, Secrets of Customer Relationship Management It's All about How You Make the Feel, China Machine Press, 2001, P270-299.
[31] Zeithaml, V.A., Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence,Journal of Marketing,1988,vol.52(3),July,P2-21.
[32]Dwyer F.Robert,Schurr Paul H.and Oh Sejo,Developing Buyer-Seller Relationships[J],Journal of Marketing,1987,51(April),P11-27.
[33]卢泰宏,品牌资产评估的模型与方法,中山大学学报,2002,42(3).
[34]庄贵军,席酉民,关系营销在中国的文化基础[J],管理世界,2003,(10),P98-100.
[35]武永红,范秀成,基于顾客价值的企业竞争力理论整合[J],经济科学,2005,1,P100-108.
[36]白长虹,范秀成,甘源,基于顾客感知价值的服务企业品牌管理[J],外国经济与管理,2002,22(2),P7-13.
[37]董大海,金玉芳,作为竞争优势重要前因的顾客价值:一个实证研究[J],管理科学学报,2004,7(5):P84-90.
[38]王永贵,客户关系管理的研究现状、不足和未来展望,中国流通经济,2004年第6期,P52-56.
[39]卫海英,品牌资产生成路径[M],经济科学出版社,2006,P143-145.
[40]卫海英,祁湘涵,基于信息经济学视角的品牌资产生成研究[J],中国工业经济,2005,221(10):P113-120.
[41]卫海英、李瑞一,企业品牌资产管理模式探析,科技管理研究,2007.11,P7-11.
[42]李光斗,品牌竞争力[M],北京:中国人民大学出版社,2003.
[43]Frederick Reichheld,忠诚的价值,北京:华夏出版社,2001.1.
1 资料来源:品牌资产生成路径[M],经济科学出版社,2006,P143-145.
2 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
3 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
4 数据来源:2008年中国医疗器械行业分析及投资咨询报告,中国投资咨询网,2008.1.
5 数据来源:新规规范行业发展正规企业衷心拥护,网易财经,2008.3.20.
6 数据来源:中国医药信息网http://www.cpi.gov.cn/.
7 数据来源:健康报,2008.1.30
8 资料来源:GE医疗与冒险策略的代价,21世纪经济报道,2002.11.21.
9 数据来源:2007年中国医疗器械行业授信风险分析报告.
10 数据来源:环球财经,2006.10.
11 数据来源:GE(中国)医疗集团超声系统内部资料.