飞利浦伟康公司医疗设备体验营销模式研究1摘 要随着医疗行业的飞速发展，相关领域中的医疗设备也在以日新月异的速度更新换代，同行之间的竞争极其激烈。在这一背景下，以往的营销方式并不能满足客户的需求，为了更好的满足客户需求以及为了企业未来的发展，新的营销手段需要要能够让用户发自内心的喜欢产品，进而建立客户的公信度，如此才能让大部分客户接受产品。飞利浦伟康公司作为飞利浦旗下的公司，其营销方式值得研究，因此本文就以飞利浦伟康公司医疗设备的体验营销进行了研究，通过前期查阅相关文献资料，探讨了体验营销的相关概念与特征；网上收集到的相关数据资料，为本文的研究提供了案例数据，基于这些数据，本文深入的分析了在时代背景下飞利浦伟康公司医疗设备从传统营销发展到体验营销的发展历程，发展现状以及发展趋势；随后利用归纳总结法针对目前飞利浦伟康公司体验营销策略现状提出了其中存在的问题，接着针对问题进行一一分析，解析其问题产生的深层次原因，最后提出了相对应的优化对策，明确企业目标，提高企业利润。关键词：体验营销；医疗；营销模式2ABSTRACT:ABSTRACT: With the rapid development of the medical industry, medical equipment in related fields is also updating at a rapid pace, and the competition among peers is extremely fierce. In this context, the previous marketing methods can not meet the needs of customers. In order to better meet the needs of customers and for the future development of enterprises, new marketing methods need to be able to make users like products from their hearts, and then establish the credibility of customers, so that most customers can accept products.As a company owned by Philips, Philips Weikang's marketing method is worth studying. Therefore, this paper studies the experiential marketing of Philips Weikang's medical equipment. Through consulting relevant literature in the early stage, it discusses the related concepts and characteristics of experiential marketing. The relevant data collected online provide case data for the study of this p...
