客户关系管理在医疗服务营销中的运用

The Application of Customer Relationship Management in Medical Service Marketing

首先通过对客户关系管理基本概念的分析,得出医疗服务营销中的客户关系管理的概念,并分析了医疗服务营销中的客户关系管理中的客户概念。从竞争战略、关键客户战略、信息化建设战略、全员营销战略等方面阐述了医疗服务营销中的客户关系管理战略。按照系统开发的观点提出了实施医疗服务营销中的客户关系管理的三个步骤。最后提出了成功实施医疗服务营销中的客户关系管理的四个方面因素。

The authors of this article get the notion of customer relationship management in medical service marketing through the analysis of the concept of customer in it. In the aspects of competitive strategy, key customer strategy, information construction strategy, the authors explain the customer relationship management strategy in medical service marketing. According to the viewpoint of systematic development, the authors suggest the three steps in customer relationship management in medical service marketing and finally, put forward four factors in implementing successfully the customer relationship management in medical service marketing.