本研究通过头脑风暴法、问卷调查法和德尔菲法建立了 SUT产品买方指标体

系,运用层次分析判断矩阵的乘积方根法得到各指标的权重系数,利用市场调研

和同行评议对买方指标给予赋值,使用线性加权法对已建立的买方指标进行评价

分析,根据评价结果筛选目标客户并为其制定销售政策。

应用销售预评估的方法对辽阳市市级医院进行了 SUT产品销售前的情况分

析与评估,对确定的目标客户进行销售洽谈并成功签订销售合同,产品投入使用

后得到科室、医院等各方面的好评,促进了周边城市对设备的购买意向,同时对

潜在客户制定个性化的销售方案,完全符合预评估结果。

通过应用预评估方式对鞍山地区市级医院进行了 SUT产品销售的回顾性评

价,评价结果表明预评估的销售方式无论对于医疗器械销售企业还是医疗单位都

能够有效的降低风险,在较大程度上实现买卖双方的双赢。

本文在探索销售方式理论的基础上,评述了目前销售方式的现状,总结了传

统销售方式存在的问题。针对此问题,在医疗器械销售领域中是使用设备销售前

对客户相关因素进行评价分析的方法,并详细介绍了此方法的实施程序;通过对

辽阳市和鞍山市地区市级医院SUT销售的应用和回顾性评估,验证了预评估销

售方式是符合当前医疗器械销售及医疗器械销售企业实现可持续发展的新途径。

关键词:超声治疗仪;销售方式;预评估;指标体系

Abstract

Abstract

This research through brainstorming method, questionnaire survey method and

Delphi method to establish the SUT products buyer index system by AHP judgment

matrix, multiplicative method to get the weight coefficient of each index,use market

research and peer review to buyer to target assignment, using the linear weighted

method to established the indexes for evaluation and analysis, based on the evaluation

results of screening of target customers and to develop sales policy.

Application of sales forecasting assessment on Liaoyang municipal hospital were

SUT product sales before the situation analysis and evaluation, to determine the target

customers, negotiate and sign sales contract sales success, investment products after

use by departments, hospitals and other various aspects of praise, for the surrounding

city on equipment purchase intention, while the potential customers develop

personalized marketing solutions, fully in line with the evaluation result.

Through the application of pre assessment method on the city of Anshan in the

hospital for a SUT product sales of a retrospective evaluation, the evaluation results

indicate that the assessment of the sales for medical equipment sales company or

medical units can effectively reduce the risk, to a large extent the buyers and sellers to

achieve a win-win situation.

In this paper based on the theory of marketing mode, review current sales

situation, summed up the traditional way of selling problems.In view of this question,

in medical equipment sales in the area is the use of equipment sales before the

customer related factors analysis method, and introduces in detail the method

implementation procedures; through to the Liaoyang city and Anshan City area

municipal hospital SUT sales application and retrospective assessment, verification of

the pre assessment of selling is consistent with current medical equipment sales and

sales of medical equipment enterprises to achieve sustainable development new way.

Key words: Ultrasonic therapy instrument; sales; evaluation; index system