F医疗器械公司售后服务管理研究

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摘要

近年来，随着全球医疗器械市场规模的持续增长和科学技术在医疗器械领域

的广泛应用，医疗器械企业和厂商对于客户关系的价值认识更进一步加深。客户

关系日益被企业和厂商重视，过去的营销方式都是以产品为核心的，而现在更多

的是以客户的需求为核心，能够最大限度让用户满意成为了医疗器械行业的营销

目标。医疗器械的售后服务是联系用户和企业之间的纽带，具有非常重要的意义，

也是企业和厂商提升用户满意度和忠诚度的重要手段，对于企业提高市场核心竞

争力起到了重要作用。

本文将 F医疗器械公司的售后服务作为专题，利用服务管理结合营销理论来

观察和讨论 F医疗器械公司售后服务的成功之处和需要继续改进的方面，并且借

鉴SWOT 分析的方法来分析 F医疗器械公司售后服务中的优势和劣势，为 F医疗

器械公司的售后服务进行总结并提出优化方案。

F医疗器械公司在医疗数字化影像和信息科技方面积累了丰富的经验，同时，

公司在售后服务、客户管理以及设备维护上也进行了非常有效的管理，制定了适

合国内客户以及公司发展的服务管理模式，本论文主要结合作者在 F医疗器械公

司从事售后服务的实际工作经验，运用服务管理等理论对 F医疗器械公司售后服

务的现状、售后服务包含的具体内容以及公司的售后服务体系、售后服务的管理

流程等方面进行研究，对于设备的保养维修、备件、用户信息管理与用户投诉等

有关客户满意度的调查总结经验，通过细致分析来发现问题。希望通过本文的分

析能够为 F医疗器械公司更好地增强企业竞争力，提高用户满意度，更好的为用

户和病人提供医疗服务有一定的参考意义。

关键字：服务管理售后服务医疗器械客户满意度

ABSTRACT

In recent years , with the continuous growth of the global medical device market

scale and the wide application of science and technology in the field of medical

apparatus and instruments, medical equipment enterprises and companies to further

deepen the knowledge of the customer relationship value. Customer relationship is

becoming more and more attention by enterprises and manufacturers, the past marketing

method are based on the product as the core, and now more on the needs of customers

as the core, to maximize customer satisfaction has become the medical device industry

marketing goals. Medical equipment after-sales service is the tie that contact between

the user and the business has very important significance, is also enterprise and

manufacturers an important means to enhance customer satisfaction and loyalty, the

core competitiveness for enterprises to improve market played an important role.

This article will discuss F medical equipment company’s after-sales as a project,

using service management combined with marketing theory to observe and discuss the

after-sales service of F medical equipment company successes and need to continue to

improve, and draw lessons from SWOT analysis method to analyze F medical

equipment device company advantages and disadvantages of after-sales service, and

provide summarize and put forward the optimization scheme for F medical equipment

company’s after-sales service.

F medical equipment company in medical digital images and information

technology has accumulated rich experience, and at the same time, the company in the

after-sales service, customer management and equipment maintenance management also

carry out effective management, formulated the suitable for domestic clients and

services for the development of the company management mode, this paper combined

with the actual work experience of the author who engaged in after-sales service

department of F medical equipment company, by using the theory of service

management and analyze the present situation of the F medical equipment company’s

after-sales service, also the specific content of after-sales service and the company's

after-sales service system and after-sales service management process and so on, for

equipment maintenance, spare parts, such as user information management and

customer complaint about customer satisfaction survey summary experience, through

the careful analysis to find the problem. Hope that through this article analysis to F

medical equipment company to better enhance enterprise competitiveness, improve

customer satisfaction, better medical service for the user and the patient has a certain

reference significance.

Keywords : Service Management ，After-sales Service ，

Medical devices , Customer Satisfaction

中文摘要

ABSTRACT

第一章绪论 ··················································································· 1

1.1 论文选题的研究背景 ································································ 1

1.2 论文的研究目的及意义 ····························································· 1

1.3 国内外现状研究综述 ································································ 2

1.3.1 国内研究的现状····························································· 2

1.3.2 国外研究的现状····························································· 6

1.4 论文的研究内容及方法 ····························································· 7

1.5 论文的研究框架 ······································································ 8

第二章基础概念与相关理论综述 ·························································10

2.1 服务的内涵以及特点 ·······························································10

2.2 服务管理的基础概念以及相关理论 ·············································· 11

2.3 售后服务管理的概念及评价机制················································· 11

2.3.1 售后服务管理的概念 ······················································ 11

2.3.2 售后服务的评价机制 ······················································12

第三章 F医疗器械公司售后服务管理的现状 ···········································15

3.1 F医疗器械公司概况 ·······························································15

3.1.1 F医疗器械公司简介 ·······················································15

3.1.2 F医疗器械公司市场分析 ·················································16

3.2 F医疗器械公司售后服务的介绍 ················································18

3.2.1 F医疗器械公司现行的售后服务管理模式 ····························18

3.2.2 F医疗器械公司现行的售后服务流程管理 ····························25

3.2.3 售后服务的内容以及方案 ················································31

3.3 F医疗器械公司售后服务市场及竞争分析 ·····································32

3.3.1 国际医疗器械发展现状以及售后服务情况 ···························33

3.3.2 国内医疗器械发展现状以及售后服务情况 ···························33

3.3.3 F医疗器械公司售后服务市场及竞争分析 ·····························34

3.4 F医疗器械公司售后服务管理中存在的具体问题 ····························38

3.4.1 F医疗器械公司管理层对售后服务认知的差异 ·······················38

3.4.2 售后服务人员存在的问题 ················································41

3.4.3 对于服务感知的差异导致的问题 ·······································42

第四章 F医疗器械公司的售后服务管理改进方案 ······································44

4.1 F医疗器械公司的售后服务管理优化设计 ·····································44

4.1.1 建设正确的售后服务的理解，加强服务理念的优化设计··········44

4.1.2 重新定义维修工程师的工作内容 ·······································45

4.1.3 建立售后服务品牌，提高服务感知质量 ······························47

4.2 售后服务管理实施效果评估 ·····················································48

4.2.1 客户满意度调查····························································48

4.2.2 售后服务人员业绩考核 ···················································49

4.3 售后服务改进方案实施效果 ·····················································51

第五章结论与展望 ···········································································55

5.1 本文的结论 ···········································································55

5.2 进一步的展望 ········································································55

参考文献 ·························································································57

在读期间公开发表的论文和承担科研项目及取得成果 ·································60

致谢 ····························································································61

第一章绪论

1.1 论文选题的研究背景

根据中国行业研究咨询，目前在世界经济当中，国际贸易最为活跃并且总体

的发展速度最快的行业之一就是医疗器械行业。中国、印度以及日本三国的医疗

器械销售额就大约占有了亚洲销售市场近 70%的份额，全球的医疗器械销售市场

的规模大概在 2300 亿美元，作为世界上最大生产和消费的美国，不仅供应了大约

40%的产品，同时也消费了大约 37%的医疗设备，而中国的医疗器械市场已经达到

了千亿元的规模，每年的增长率都在 23%左右，但是和全球总的医疗设备占医药

市场规模 42%相比较，我国仅仅占比 14%，所以中国的医疗器械行业后续的发展

前景是非常巨大的。

医疗水平和医疗器械的发展之间的关系是相辅相成的，医疗水平的提高很大

部分上医疗器械的发展促进的，反之医疗器械的发展也促进了医疗水平的提高。

和一般理解的医疗器械行业有不同的是，医疗器械厂商的最终产品不仅仅只是生

产出设备，作为首要的重点需要由医学专家对医疗器械的产品质量和疗效通过使

用、试验和测评给出结论或者建议，然后医疗器械厂商或企业根据反馈的意见进

行修改，之后再测试，经过反复多次这样的流程才能推出合格、可以上市的产品。

从某个方面来讲，医疗器械公司和最终用户之间的关系是非常密切和重要的。

设备销售之后，作为要长期使用该产品的用户，如何能充分把握产品的性能和发

挥产品的特点，并且能够及时为用户解决在使用当中出现的问题，对于医疗器械

公司来说，能否为用户提供完善的售后服务对于整个公司以及产品的品牌形象的

维护以及公司的影响力是非常关键的。

医疗器械的服务管理中最重要也是最有影响力的是设备的售后服务，而售后

服务的首个重要环节就是设备的装机过程。在这个过程中，为客户提供的装机质

量和效率直接影响到医疗器械厂商或者企业的品牌形象、设备的再次销售和后续

售后服务的续签，所以，装机环节是需要引起企业管理人员在服务管理中重视的

一个重点。对于客户的关系维护的重中之重就是装机后的各项服务管理措施，因

为，医疗器械产品的品牌形象以及行业中的口碑都是通过用户对设备的使用和给

出的客观评价来体现的。医疗器械公司日常服务管理是否是良性循环，可以通过

业务流程是否通畅、处理问题方式是否高效、服务管理模式的选择是否正确等方

面来进行衡量。良性循环有利于提高企业竞争力，树立企业的良好形象，帮助企

业在激烈的市场竞争中稳步发展并实现企业的战略目标。

1.2 论文的研究目的及意义

医疗器械行业作为一种特殊的行业，关系到病人患者的检查、治疗效果甚至

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摘要：

摘要近年来，随着全球医疗器械市场规模的持续增长和科学技术在医疗器械领域的广泛应用，医疗器械企业和厂商对于客户关系的价值认识更进一步加深。客户关系日益被企业和厂商重视，过去的营销方式都是以产品为核心的，而现在更多的是以客户的需求为核心，能够最大限度让用户满意成为了医疗器械行业的营销目标。医疗器械的售后服务是联系用户和企业之间的纽带，具有非常重要的意义，也是企业和厂商提升用户满意度和忠诚度的重要手段，对于企业提高市场核心竞争力起到了重要作用。本文将F医疗器械公司的售后服务作为专题，利用服务管理结合营销理论来观察和讨论F医疗器械公司售后服务的成功之处和需要继续改进的方面，并且借鉴SWOT分析的方法来...

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