| OTC药品市场重复购买影响因素研究 |
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| 引用本文： | 沙吉.OTC药品市场重复购买影响因素研究[J].江苏经贸职业技术学院学报,2010(1). |
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| 作者姓名： | 沙吉 |
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| 作者单位： | 江苏经贸职业技术学院工商管理系,江苏,南京,211168 |
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| 摘 要： | 近年来,随着对顾客忠诚研究的深入,如何强化顾客的重复购买意向、留住顾客,成为备受关注的问题。OTC药品市场的迅速发展,促使业界和学界深入探究顾客重复购买意向影响因素。在国内外学者对重复购买相关研究的基础上,从分析OTC药品业市场入手,建立OTC药品重复购买意向影响因素模式,探讨影响OTC药品顾客忠诚的顾客满意、权威影响和顾客购买便利程度三个主要驱动因素。医药企业应把顾客忠诚驱动因素作为营销的着力点,将营销重心从注重交易转向注重关系的建立、维持和发展,并建立长期相互依存的关系。
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| 关 键 词： | OTC药品 顾客忠诚 驱动因素 |
Study of Driving Factors of Customer Repurchase Intention in OTC Medicine Market |
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| Authors: | SHA Ji |
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| Institution: | Business Management Department/a>;Jiangsu Vocational and Technical Institute of Economics and Commerce/a>;Nanjing 211168/a>;Jiangsu/a>;China |
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| Abstract: | Customer repurchase intention are foundation of the survival and development of enterprise.The quick development of OTC market calls for in-depth study of the driving factors of customer repurchase intention.Based on the interrelated studies from both domestic and overseas scholars,this essay discuss the driving factors of customer repurchase intention with studying the OTC market. |
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| Keywords: | OTC customer repurchase intention driving factors |
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