【正文】 form of interviews with the medical equipment industry, the impact of satisfaction and customer satisfaction with the current evaluation of the investigation, and then in the survey based on the findings of the use of structural equation for the volume of statistical methods Analysis of the end for the current situation of the enterprise39。s assessment of the findings. 2. In the basis of the findings, draw conclusions and remendations. This article will attempt to IRS based on customer satisfaction, remendations to enhance the marketing strategy. 3. For those who intend to enter the medical device industry must learn from other enterprise role.Key words: Marketing strategy, Consumer Satisfaction, Consumer Loyalty. 威爾士大學 MBA 論文 I目錄感謝詞 ..................................................................................................................................................................I摘要 ......................................................................................................................................................................IABSTRACT .....................................................................................................................................................III目錄 ......................................................................................................................................................................I第一章 緒論 ................................................................................................................................................... 1 研究的背景 .......................................................................................................................................... 1 公司背景 .............................................................................................................................................. 1 研究意義 .............................................................................................................................................. 2 研究方向 .............................................................................................................................................. 4 研究架構(gòu) .............................................................................................................................................. 4 研究目的 .............................................................................................................................................. 5 研究問題 .............................................................................................................................................. 5 研究假設(shè) .............................................................................................................................................. 5 名詞解釋 .............................................................................................................................................. 6 顧客滿意 ...................................................................................................................................... 6 醫(yī)療設(shè)備 ...................................................................................................................................... 6 第二章 文獻探討 ........................................................................................................................................... 7 市場營銷策略概念 .............................................................................................................................. 7 顧客導向 .............................................................................................................................................. 8 顧客滿意理念 ...................................................................................................................................... 8 顧客滿意 .............................................................................................................................................. 9 什么是顧客滿意 ......................................................................................................................... 9 顧客滿意的研究進展 ................................................................................................................ 10 識別顧客滿意的層次 ................................................................................................................ 11 顧客滿意度和顧客忠誠度的相關(guān)研究 ............................................................................................ 12 顧客滿意與顧客忠誠之間不是一種簡單的線性關(guān)系 ........................................................... 12 顧客滿意影響顧客忠誠 ........................................................................................................... 13 第三章 IRS 公司營銷戰(zhàn)略因素分析 ......................................................................................................... 14 外部環(huán)境因素分析 ............................................................................................................................ 14 內(nèi)部能力分析 .................................................................................................................................... 21 公司原有發(fā)展戰(zhàn)略 ............................................................................................................................ 22 公司經(jīng)營核心競爭力分析 ................................................................................................................ 23 公司經(jīng)營管理所存在的問題 .......................................................................................................... 23 第四章 研究方法 ....................................................................................................................................... 25 研究的步驟 ......................................................................................................................................... 25 4. 2 研究假設(shè) .........................................................................