【作者】 李瑞一；

【导师】 卫海英；

【作者基本信息】 暨南大学 ， 企业管理， 2008， 硕士

【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。更多还原

【Abstract】 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.更多还原