VM医疗器械公司政府客户关系管理研究-工商管理专业论文.docxVIP

II II VM 医疗器械公司政府客户关系管理研究 英文摘要 CRM study for government customers of VM Medical equipment China Abstract Along with the Reform and Opening Up policy gradually matures , a large number of foreign-funded enterprises start setting up marketing center or service branches in China. Figuring out right marketing positioning, using appropriate marketing approach to open Chinese consumer market becomes the key factor for their success. Some of them focus on maternal and child group , elder market and so on, same time many companies put their eyes on government customers. Since government customers always can provide huge purchasing quantity and they have stable credibility guarantee from government. VM Medical Equipment Co., Ltd. was founded in 1957, is a famous wheelchair, household medical auxiliary equipment and nursing bed enterprise. After one year evaluation, VM medical group decided to set up their wholly-owned subsidiary in Suzhou industrial park 2005. VM medical China Co. ltd inherits the essence of parent company of product design, they deeply studied demands of China customers, pointed developed and launched a series of high quality wheelchairs and nursing bed for China market. VM medical China Co. ltd also pays high attention to government customers, and achieved breakthrough in recent years. The sale percentage of government customers continued to improve. At this stage, how to manage the relationship with government customers led to a heated discussion in VM medical China Co. Ltd. Benefiting from the customer development and management experience in VM medical equipment Chin a Co. Ltd., the author analysis characteristics of government customers in different development stages, and through in-depth study of relevant theoretic, the article summarized the successful cases of VM medical equipment China Co. Ltd and also suggestion for later improvements. Through CRM study for government customers of VM medical equipment III III 英文摘要