Research on Experiential Marketing of Yingbo Acupuncture Treatment

論迎博針灸治療儀的體驗營銷

摘 要：90年代以來隨著“以顧客為中心”的思想在市場營銷中的逐步深入，市場營銷的重點己由產品和競爭為導向轉向以顧客需求導向。如何借鑒西方先進的營銷策略，并總結國內企業發展的經驗教訓，形成適合自身發展的營銷策略，是目前國內醫療器械企業急待解決的重要問題。

上海春森電子公司將其針灸治療儀放于體驗管進行銷售，本文有針對性地提出了識別顧客價值、提供顧客價值、溝通顧客價值和提升顧客價值的建議。

關鍵詞：針灸治療儀；體驗營銷；顧客價值

[中圖分類號]：I206 [文獻標識碼]：A

[文章編號]：1002-2139（2012）-21--01

Companies should start identifying customer value by questionnaires. The products have no problem and have been recognized by the world and displayed on public in the Expo.

Company should provide customer value from the products， services， personnel， and image the four aspects. Staff should provide the best service to customer： establish a “customer is God” concept. Companies should strengthen the training of staff， including the study of Chinese medical knowledge， product knowledge and specific practical work.

Company should pass the value it wants to provide through communicating with the customer. Workers identify customer value and provide a certain amount of customer value. However， customers do not feel fully. Even in the process of experience， they think that they should get the experience and services and do not support staff’s work， which the company should seek to pass this value out.

Products and services that companies provide should better exceed the customer’s expectations. Staff found that the customer is not always completely satisfied and they always have more questions. Therefore， the staff in the experience process should control the value of customer， letting them feel satisfied instead of wonder. Make them feel curious， so they will come to experiential shop frequently.

In products experiential marketing， the staff should do sufficient introduction to the product’s effectiveness and operation. Because the eyes treatment， children full over the age of 12 will also come to the experiential shop. At this time， the staff should do specific explanation for this kind of customers. In the process of experiencing the products， there will exist not only curious customers， but also the customer who are skeptical.

In services experiential marketing， the company personnel should service throughout. On the one hand， the staff should offer warm service to all customers to ensure customer satisfied. On the other hand， in the process of customer experience， staff should do active services on customers， such as setting up the correct health concept and having clear understanding of the problems that existed in the customer physically.

In the staff experiential marketing， workers should interact with customers， enhance communication so as to increase the understanding of customer’s needs and grasp the customer’s consumption. Most workers should inquire customers initiatively， not mechanically answering customer’s problems which take passive marketing strategy. Staff should really put the sale as a career to do， training initiative and creativity in customer’s experience. Taking active understand with customer’s physical condition， making treatment which combined with customer’s physical condition， reflecting the functions of the product.

In the brand experiential marketing， staff should strengthen the propaganda of the products. The company should understand the experience and sales situations of other products， and learn good marketing strategy to increase market share in local market. The company shall emphasize the setting up of brand image to the staff. When employees know， they should take into action， to propaganda company’s products.

References

1、Bradley T. Gale. Managing Customer Value： Creating Quality and Service That

Customer Can See， New York： The Free Press， 1994， P-67.

2、Butz， Howard E Leonard D Goodstein. Measuring Customer Value： Gaining the

Strategic Advantage. Organizational Dynamics， 1996（24）， P63-77.