科教文汇
科教文彙
과교문회
The Science Education Article Cultures
2015年
26期
191-192
,共2页
家用医疗器械%消费者%网络销售%实体店销售
傢用醫療器械%消費者%網絡銷售%實體店銷售
가용의료기계%소비자%망락소수%실체점소수
home medical equipment%consumers%online sales%store sales
目的：为家用医疗器械产品提升线上线下的销售量提供创新策略建议。方法：分析家用医疗器械现有产品销售渠道实体店和网络平台存在的问题，结合消费者的需求和购买行为特征，总结出家用医疗器械实体店销售和网络销售必须进行的策略创新。结果：家用医疗器械产品是具有一定的技术性的消费品，不同于其他一般消费品，其现有的销售渠道模式必须进行创新，从而制定出适合家用医疗器械线上线下销售的差异化营销策略。结论：家用医疗器械产品提升销量的关键在于：在实体零售店的销售主要靠专业化服务，网络销售主要靠价格低、便利、品种多样化。线上与线下必须实现一体化运营，既满足消费者便利支付的需求，又使消费者享受到线下的专业化服务。
目的：為傢用醫療器械產品提升線上線下的銷售量提供創新策略建議。方法：分析傢用醫療器械現有產品銷售渠道實體店和網絡平檯存在的問題，結閤消費者的需求和購買行為特徵，總結齣傢用醫療器械實體店銷售和網絡銷售必鬚進行的策略創新。結果：傢用醫療器械產品是具有一定的技術性的消費品，不同于其他一般消費品，其現有的銷售渠道模式必鬚進行創新，從而製定齣適閤傢用醫療器械線上線下銷售的差異化營銷策略。結論：傢用醫療器械產品提升銷量的關鍵在于：在實體零售店的銷售主要靠專業化服務，網絡銷售主要靠價格低、便利、品種多樣化。線上與線下必鬚實現一體化運營，既滿足消費者便利支付的需求，又使消費者享受到線下的專業化服務。
목적：위가용의료기계산품제승선상선하적소수량제공창신책략건의。방법：분석가용의료기계현유산품소수거도실체점화망락평태존재적문제，결합소비자적수구화구매행위특정，총결출가용의료기계실체점소수화망락소수필수진행적책략창신。결과：가용의료기계산품시구유일정적기술성적소비품，불동우기타일반소비품，기현유적소수거도모식필수진행창신，종이제정출괄합가용의료기계선상선하소수적차이화영소책략。결론：가용의료기계산품제승소량적관건재우：재실체령수점적소수주요고전업화복무，망락소수주요고개격저、편리、품충다양화。선상여선하필수실현일체화운영，기만족소비자편리지부적수구，우사소비자향수도선하적전업화복무。
Objective:To provide some suggestions on the innova-tion strategies to improve online and store quantities of sales of home medical equipment. Method:The writer analyzed the prob-lems existing in the present store and online platform for home medical equipment, and combining with the demands of con-sumers and the characteristics of their purchase, summarized the strategy innovation that must be implemented for store and online sales of home medical equipment. Result:Home medical equip-ment is a technical consumption which is different from other common consumer goods, so its present sale channels must be innovated, so as to formulate diversified marketing strategies suitable for online and store sales of home medical equipment. Conclusion: The key to improve the quantity of sale of home medical equipment is the professional service of stores and the low-price, convenient and diversified online sales. Online-store integrated marketing must be realized to meet consumers' need of convenient payment, and help them enjoy professional services in stores.
