I 摘要 近年来，医药两票制和高值耗材4+7带量采购等政策的实施使得众多医药公 司、耗材厂家的利润空间几近触底。众多医药公司、耗材厂家逐步向医疗设备或 售后延保行业转型。与此同时，两票制、4+7带量采购等政策的实施使得医疗器械 生产厂家与省区代理商在医疗器械供应链中的利润与生存空间被严重压缩。作为 四川省部分电子医疗器械总代理的A公司，现有售后服务模式导致服务成本飙升， 快速蚕食医疗器械销售产生的利润。如何突破现有模式的禁锢、在应对竞争和压 力的同时进行模式创新，采取运营延保服务模式来革新当前单纯的医疗器械售后 服务模式，变“负”为宝思路，构建具有盈利能力的医疗器械延保服务运营模式 是本论文研究的核心内容。 针对上述问题以及A公司经营与管理的现状，本研究采用发现、分析和解决 问题的办法，收集了大量医院用户反馈信息、延保服务行业应用的相关资料；同 时，通过参考延保服务领域文献，运用市场营销、服务、运营管理相关理论，如 PEST分析法、问卷调查、文献查阅等市场营销服务策略理论的应用，深入研究了 A公司在现有医疗器械维修保养服务运营过程中出现的战略问题，并提出具体运 营策略。本论文主要内容分为以下两个部分： 阐述并分析A公司维修保养服务存在的核心问题。通过深度剖析A公司当前 服务现状，对服务内容、服务流程、服务机制以及服务绩效进行挖掘，识别出现 有服务的局限性、服务流程的不足、服务机制的弊端、服务绩效的优劣，找到该 服务支出负担持续加大的症结所在，并结合具有针对性的调研与问卷辅助构建具 有盈利能力的延保服务运营模式提供现实支撑依据。 针对服务支出负担持续加大的问题提出了电子医疗器械延保服务运营模式。 分析问题根源及问卷数据，考察典型的医疗器械延保服务平台企业的运营模式， 对延保服务的可行政策性分析、医疗器械可靠性分析、延保成本分析及技术能力 分析，确定了目标消费群体，重新设计了延保服务区域、年限、价格、物流设计， 制定了运作流程和运作机制，并对运作绩效进行了分析，得出了积极的成果。 延保服务的运营模式在A公司取得了积极的成果，趋势进一步向好，表明与 A公司类似的企业该模式有一定的行业参考意义，有利于促进我国电子医疗器械 维修保养行业向更健全、成熟方向发展。 关键词：电子医疗器械，延保服务，省区代理商 ABSTRACT II ABSTRACT In recent years, a large number of pharmaceutical companies and medical consumables manufacturers only have obtained the bottom profit due to the implementation of medicine two invoice policy and high-value medical consumable 4+7 procurement with volume policy. Those mentioned companies are struggling and attempting to shift business to the medical equipment, after-sale and extended service industries for possible higher potential income and interests compared with their previous business conditions. Meanwhile, medical equipment manufacturers and the authorized provincial distributors were also multiply impacted by the above two policies and pressure from those business transformation. The profits of the previous equipment supply chain were strictly compressed, and how do these authorized provincial distributors to break out the limitation of the existing mode, accomplish the mode innovation to face the competition and pressure, eventually research new profit growth point? To build a new competition for A company in a changing market environment is the core content in this thesis. This article aims at the above issues, combines the current situation of A company management, adopts methods for discovering, analyzing and solving problems, collects abundant feedback from hospital users and dialogue records from hospital experts and leaders, extended-warranty application files, refers to relative paper, thesis, periodicals and magazines, apply the theory of marketing and service for deeply research on the strategic problems generated during the marketing activities of extended service product and solution, proposes some specific marketing skills. The main contents are as bellows: To expound and analyze the core problem of extended service in company A. by the means of dissecting the service condition in company A, to dig the service content, process, mechanism and performance, recognize limitations in content, deficiency in content, disadvantage in mechanism, performance level, search out the crucial reason for the increasing expense on service business, combine the targeted questionnaire to support the operation mode of extended service. To propose the electronic equipment extended warranty service operation mode to target the increasing expense problem. Analyze the problem cause and questionnaire data, look into the leading the 3rd party companies in extended warranty service, value ABSTRACT III and judge the operation possibilities of extended warranty service in company A on policy, reliability, economy and technology, confirm the targeted consumers, redesign the service area, year length, price and logistic, make up operation process and mechanism, analyze performance and reach out a positive outcome. Company A operates extended warranty service mode and obtains positive outcome, solve the increasing expense problem, and trends well, which indicates the mode is meaningful for the similar companies with company A, and is propitious to more maturely and healthily promote the electronic medical equipment extended warranty service industry. Key Words: electronic medical equipment, extended warranty service, provincial distributor 目 录 IV 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 选题背景 ............................................................................................................ 1 1.2 研究问题的提出及研究意义 ............................................................................ 2 1.2.1 研究问题的提出 .................................................................................... 2 1.2.2 研究问题的意义 .................................................................................... 3 1.3 研究思路及论文框架 ........................................................................................ 3 1.3.1 研究基本思路 ........................................................................................ 3 1.3.2 论文框架 ................................................................................................ 4 1.4 本章小结 ............................................................................................................ 5 第二章 延保服务研究概述 ............................................................................................ 6 2.1 延保服务定义 .................................................................................................... 6 2.2 医疗器械延保服务研究基础 ............................................................................ 6 2.3 本章小结 ........................................................................................................... 11 第三章 A公司电子医疗器械服务现状分析 .............................................................. 13 3.1 A公司现状介绍 .............................................................................................. 13 3.2 A公司服务运营现状 ...................................................................................... 13 3.2.1 A公司服务产品介绍 ........................................................................... 16 3.2.2 A公司服务流程 ................................................................................... 17 3.2.3 A公司服务机制 ................................................................................... 17 3.2.4 A公司服务绩效 ................................................................................... 18 3.3 现有服务模式问题分析及解决思路 .............................................................. 20 3.3.1现有服务模式的核心问题 ................................................................... 20 3.3.2 服务成本飙升的原因分析及解决思路 .............................................. 21 3.4 用户对于维修保养的核心关注点 .................................................................. 22 3.4.1 问卷范围及对象的界定 ...................................................................... 22 3.4.2 问卷的设计 .......................................................................................... 23 3.4.3 问卷的发放及统计 ...