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转移成本是指客户从一个供应商的产品转向另一个供应商的产品时所产生的一次性成本,科学构建和提高客户转移成本有助于医药制造企业留住客户,保持持续的竞争优势。文章通过问卷调查和实地调研相结合的方法,确定了医药制造企业客户转移成本的主要构成要素为货币成本、心理成本和健康成本,并分析出影响程度为健康成本>心理成本>货币成本,最后结合医药制造企业存在的问题提出了客户转移成本的构建策略。
Transfer costs refer to the one-time cost incurred when a customer moves from one supplier’s product to another supplier’s product. Scientifically constructing and improving customer transfer costs helps pharmaceutical manufacturing enterprises retain customers and maintain a sustained competitive advantage. Through the methods of questionnaire survey and field investigation, the article determines that the main components of the transfer cost of medical manufacturing enterprises are currency cost, psychological cost and health cost, and analyzes the influence degree as health cost, psychological cost, monetary cost and finally Combined with the existing problems in pharmaceutical manufacturing enterprises, this paper proposes a strategy for constructing customer transfer costs.