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<p style="text-align:center"><br /></p><section class="" label="Copyright ? 2015 Yead All Rights Reserved." style="max-width: 100%; color: rgb(62, 62, 62); line-height: 22.2609px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section style="max-width: 100%; box-sizing: border-box; border: 0px none; word-wrap: break-word !important;"><section style="margin-left: 10px; max-width: 100%; box-sizing: border-box; border-radius: 0px 5px 5px 0px; text-align: inherit; text-decoration: inherit; word-wrap: break-word !important; background-color: rgb(244, 244, 244);"><section style="margin-top: 10px; margin-right: 8px; margin-left: -8px; max-width: 100%; box-sizing: border-box; color: rgb(255, 255, 255); float: left; font-style: inherit; text-decoration: inherit; word-wrap: break-word !important; background-color: transparent;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><span class="" style="padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box; border-radius: 0px 0.5em 0.5em 0px; display: inline-block; font-size: 15px; word-wrap: break-word !important; background-color: rgb(5, 157, 127);"><strong data-brushtype="text" style="max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;">导读</strong></span></section><section class="" style="max-width: 100%; box-sizing: border-box; font-weight: inherit; width: 0px; border-right-width: 4px; border-right-style: solid; border-top-width: 4px; border-top-style: solid; border-top-color: rgb(5, 157, 127); border-right-color: rgb(5, 157, 127); word-wrap: break-word !important; border-left-width: 4px !important; border-left-style: solid !important; border-left-color: transparent !important; border-bottom-width: 4px !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section><section data-style="box-sizing: border-box;line-height: 30px; background-color: rgb(244, 244, 244);" style="padding: 10px 8px; max-width: 100%; box-sizing: border-box; font-weight: inherit; line-height: 30px; word-wrap: break-word !important;"><p style="max-width: 100%; min-height: 1em; line-height: 21px; box-sizing: border-box !important; word-wrap: break-word !important;"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> 大型医疗设备所独有的项目特性，使得代理商和投资商产生参与的积极性。这是因为，作为项目，不仅可以获得分销收益，还可以获得项目收益。而以前的大型医疗器械尤其是面向单位用户的高技术产品，大多以自销为主。<img data-s="300,640" data-type="jpeg" src="http://mmbiz.qpic.cn/mmbiz/dx3KibwtDhvcJROvsPvyypIfce7UdhwQQHg1icHSXHnqBsSXUoicGmicCEHAxZUfO1RDRDntqEBibsdY2lyh2icbbS5g/0?wx_fmt=jpeg" data-ratio="0.75" data-w="500" /><br /></span></p></section></section><section style="max-width: 100%; box-sizing: border-box; width: 0px; height: 0px; clear: both; word-wrap: break-word !important;"></section></section></section><section class="" label="Copyright ? 2015 Yead All Rights Reserved." style="max-width: 100%; color: rgb(62, 62, 62); line-height: 22.2609px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><h2 style="margin-top: 8px; max-width: 100%; color: rgb(0, 187, 236); height: 32px; line-height: 18px; font-family: 微软雅黑; border-bottom-color: rgb(227, 227, 227); border-bottom-width: 1px; border-bottom-style: solid; text-align: justify; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(5, 157, 127); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="margin-right: 8px; padding: 4px 10px; max-width: 100%; border-radius: 80% 100% 90% 20%; color: rgb(255, 255, 255); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(5, 157, 127);">1</span></span><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(38, 38, 38); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><strong style="max-width: 100%; color: rgb(60, 117, 45); line-height: 24px; box-sizing: border-box !important; word-wrap: break-word !important;">渠道通路上的原则不拘一格</strong></span></h2></section><p><br /></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">在与客户交易过程中，代理商和投资商的关系资源往往成为成败关键，而这正是企业所缺乏的。因此分销之所以必要，不仅是因为争夺销售渠道阻断竞争，也确实因为代理商和投资商具备企业所缺乏的优势。由于大型医疗器械的高技术复杂性，企业应承担对代理商和投资商支持的任务，各自发挥优势促进销售。企业仅仅向代理商和投资商转移某个具体客户经营权，并采取一对一授权方式授权代理。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">代理商销售人员针对具体客户提供销售报告，并在培训和市场支持方面与企业销售人员一视同仁。有效的管理使我们能够及时监测市场变化，而不是单纯通过销售指标考核。实际上，在渠道通路上的原则是不拘一格，灵活机变的，上述内容只是一种通行模式。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 22.2609px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><br style="max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;" /></p><p><br /></p><section class="" label="Copyright ? 2015 Yead All Rights Reserved." style="max-width: 100%; color: rgb(62, 62, 62); line-height: 22.2609px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><h2 style="margin-top: 8px; max-width: 100%; color: rgb(0, 187, 236); height: 32px; line-height: 18px; font-family: 微软雅黑; border-bottom-color: rgb(227, 227, 227); border-bottom-width: 1px; border-bottom-style: solid; text-align: justify; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(5, 157, 127); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="margin-right: 8px; padding: 4px 10px; max-width: 100%; border-radius: 80% 100% 90% 20%; color: rgb(255, 255, 255); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(5, 157, 127);">2</span></span><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(38, 38, 38); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><strong style="max-width: 100%; color: rgb(60, 117, 45); line-height: 24px; box-sizing: border-box !important; word-wrap: break-word !important;">广告与促销</strong></span></h2></section><p><br /></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">大型医疗器械要不要做广告，如何做广告，广告目标是什么，广告预算如何确定，如何评价广告效果，这些问题十分难以准确回答。我们认为，广告在两种情况下具有明确的意义：一是招商需要，即针对经营市场；二是普及需要，即针对医疗市场。针对产品市场做广告意义不大，人员促销作用更有效些。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">临床医师的宣传着重在临床应用，是大型医疗设备销售宣传推广重心所在。宣传方式很多，比如在专业期刊常年刊登硬广告或文献专著；通过医学顾问网络发送宣传资料；通过巡回专题演讲活动集中普及；通过书面或电子信函保持信息传递；建立专业网站等等。依托各个中心加强对临床医师宣传是效果显著且投入较少的办法。因此，如果宣传经费所限，只允许一个宣传目标，这个目标应该就是临床医师。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 22.2609px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><br style="max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important;" /></p><p style="text-align:center"><img data-s="300,640" data-type="jpeg" src="http://mmbiz.qpic.cn/mmbiz/dx3KibwtDhvcJROvsPvyypIfce7UdhwQQA6Uay37J7YIIxh6A4PSCNLO8JfEKypSUibRH5FpfvoAwAtX0TlcMY7g/0?wx_fmt=jpeg" data-ratio="0.768642447418738" data-w="523" /></p><p style="text-align:center"><br /></p><p><br /></p><section class="" label="Copyright ? 2015 Yead All Rights Reserved." style="max-width: 100%; color: rgb(62, 62, 62); line-height: 22.2609px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><h2 style="margin-top: 8px; max-width: 100%; color: rgb(0, 187, 236); height: 32px; line-height: 18px; font-family: 微软雅黑; border-bottom-color: rgb(227, 227, 227); border-bottom-width: 1px; border-bottom-style: solid; text-align: justify; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(5, 157, 127); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><span class="" style="margin-right: 8px; padding: 4px 10px; max-width: 100%; border-radius: 80% 100% 90% 20%; color: rgb(255, 255, 255); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(5, 157, 127);">3</span></span><span class="" style="padding-right: 2px; padding-bottom: 3px; padding-left: 2px; max-width: 100%; color: rgb(38, 38, 38); line-height: 28px; border-bottom-color: rgb(5, 157, 127); border-bottom-width: 2px; border-bottom-style: solid; float: left; display: block; box-sizing: border-box !important; word-wrap: break-word !important;"><strong style="max-width: 100%; color: rgb(60, 117, 45); line-height: 24px; box-sizing: border-box !important; word-wrap: break-word !important;">快速占领市场</strong></span></h2></section><p><br /></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">一般销售职能不强的医疗器械企业只有一个全国市场。销售职能强大的可以将全国划分几个区域，各区域设定一至数名销售代表。更强大者设立几个分公司，分公司下再划分区域。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">采取一种符合企业现实和设备特点的模式，即采取总部直接管理下的区域小型化，是一种趋向扁平化的渠道管理模式，旨在努力减少中间环节和渠道成本，最大限度保证客户利益。在建立合作伙伴式销售网络前提下，区域小型化有利于精耕细作，既有利于加强对重点目标客户的工作，也有利于加大对代理商支持力度，同时可以协助开发医疗市场和经营市场。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">很明显，企业销售人员角色发生变化：从单纯销售人员转变为三位一体的复合型项目管理人员。</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">大型医疗器械的客户通常都是三级甲等综合医院和专科医院，目标客户明确而有限。企业在选择突破重点时，应有全国一盘棋的全局概念，均衡布局，合理分配资源，如果某些地区用户过于密集，而另一些则完全没有，会出现什么结果呢？</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"> </span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 21px; text-indent: 2em; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">密集的地区市销售源将被稀释，对用户经济效益不利；空白的地区市场资源被浪费，不能起到中心示范窗口作用。大型医疗设备营销应以快速占领市场为首选，其次才是眼前的直接效益。因为市场空间是有限的，丢失一个少一个。</span></p><p><span style="max-width: 100%; font-family: 宋体; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;"><br /></span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-family: Arial, Verdana, sans-serif; font-size: 14px; line-height: 24px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(249, 249, 249);">广州市设备维修有限公司</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">地址：广州市天河区银利街银利茶叶博览中心E栋4楼E4030室 邮编：510507</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">电话：(+86)020-8722 8723 8764 5360 8764 2943 传真：020-8722 8623</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">全国统一免费服务热线：400-020-6788</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">微信公众帐号：</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><img data-ratio="1" data-type="jpeg" data-w="120" width="auto" src="http://mmbiz.qpic.cn/mmbiz/dx3KibwtDhvfCZvZq5PcthnDKlnnq3AalhbichW77J3B70osicTickklZybNKUZqc44DZ0oaWaHm2p0TaA9478icwPg/640?wx_fmt=jpeg" style="box-sizing: border-box !important; word-wrap: break-word !important; width: auto !important; visibility: visible !important;" /></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">维修咨询：QQ: 712638 404</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">设备咨询: QQ: 712638 405</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">软件咨询：QQ: 712638 406</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">配件咨询：QQ: 712638 407</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">交流Q群：1106 11074</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">网址：http://www.yiliaoshebeiweixiu.com</span></p><p style="max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); font-size: 12px; line-height: 24px; font-family: Arial, Verdana, sans-serif; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; font-size: 14px; box-sizing: border-box !important; word-wrap: break-word !important;">电子邮箱：service@yiliaoshebeiweixiu.com</span></p><p><br /></p>
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发表于 2020-10-19 23:56:13