【摘要】： 隨著我國(guó)市場(chǎng)經(jīng)濟(jì)的發(fā)展和醫(yī)療衛(wèi)生體制改革,醫(yī)院已經(jīng)進(jìn)入經(jīng)營(yíng)時(shí)代。醫(yī)療服務(wù)市場(chǎng)的興起與開放,導(dǎo)致醫(yī)療服務(wù)服務(wù)業(yè)的競(jìng)爭(zhēng)已不僅僅局限于新技術(shù)、低價(jià)格、好環(huán)境的比拼,也不僅僅是擴(kuò)大病源,增強(qiáng)宣傳攻勢(shì)等招式的營(yíng)銷策略,而是醫(yī)院整體品牌效應(yīng)的較量。醫(yī)療市場(chǎng)的競(jìng)爭(zhēng)和發(fā)展表明:醫(yī)院營(yíng)銷,品牌提升是十分重要的,只有重視醫(yī)院文化品牌的建設(shè),進(jìn)而努力集聚全體員工的創(chuàng)造精神,提升醫(yī)院的品牌效應(yīng),才能不失時(shí)機(jī)的增強(qiáng)醫(yī)院的核心競(jìng)爭(zhēng)力。而我國(guó)的許多醫(yī)院還沒(méi)有樹立起品牌觀念,沒(méi)有把品牌營(yíng)銷作為醫(yī)院經(jīng)營(yíng)的核心任務(wù),這樣難免造成醫(yī)療市場(chǎng)競(jìng)爭(zhēng)力弱,醫(yī)療業(yè)務(wù)生命周期短暫的局面,因此研究品牌營(yíng)銷策略對(duì)我國(guó)大型國(guó)有醫(yī)院尤其是綜合性三甲醫(yī)院的發(fā)展具有重要的意義。 本文以十堰市太和醫(yī)院為研究對(duì)象,以品牌定位、品牌文化、品牌CIS設(shè)計(jì)、品牌整合營(yíng)銷傳播等品牌相關(guān)理論為本文的理論研究基礎(chǔ),采用理論研究與實(shí)證研究相結(jié)合的方法,為十堰市太和醫(yī)院設(shè)計(jì)了品牌營(yíng)銷策略。筆者從分析十堰市太和醫(yī)院內(nèi)外部環(huán)境和品牌現(xiàn)狀入手,并結(jié)合收集到的醫(yī)院?jiǎn)T工和患者的調(diào)研資料,找到了太和醫(yī)院品牌營(yíng)銷中存在的問(wèn)題。針對(duì)這些問(wèn)題,在對(duì)十堰市太和醫(yī)院進(jìn)行了目標(biāo)市場(chǎng)定位和品牌定位的基礎(chǔ)上,筆者從品牌文化建設(shè)、CIS品牌形象設(shè)計(jì)、品牌整合營(yíng)銷傳播三個(gè)方面詳細(xì)制定了十堰市太和醫(yī)院品牌營(yíng)銷策略。最后,筆者從全員樹立強(qiáng)烈的品牌意識(shí)、積極推行內(nèi)部營(yíng)銷、大力實(shí)施醫(yī)院的關(guān)系營(yíng)銷、加速醫(yī)院就醫(yī)方式體制改革、對(duì)醫(yī)院的品牌進(jìn)行維系和保護(hù)等五個(gè)方面提出了一些實(shí)施建議,以保障制定的品牌營(yíng)銷策略能夠順利的實(shí)施。
[Abstract]:With the development of market economy and the reform of medical and health system, hospitals have entered the management era. The rise and opening of the medical service market has led to competition in the medical service industry not only limited to new technologies, low prices, a good environment, but also more than expanding the source of disease, enhancing propaganda and other tactics of marketing. But the whole hospital brand effect contest. The competition and development of the medical market show that: hospital marketing, brand promotion is very important, only pay attention to the construction of hospital culture brand, and then strive to gather the creative spirit of all staff, promote the brand effect of the hospital. In order to seize the opportunity to enhance the core competitiveness of the hospital. However, many hospitals in our country have not set up brand concept and regard brand marketing as the core task of hospital management, which inevitably leads to the weak competitiveness of medical market and the short life cycle of medical business. Therefore, the study of brand marketing strategy is of great significance to the development of large state-owned hospitals, especially comprehensive third-class hospitals. This paper takes Taihe Hospital of Shiyan City as the research object, takes brand positioning, brand culture, brand CIS design, brand integrated marketing communication and other brand related theories as the theoretical basis of this paper, and adopts the method of combining theoretical research with empirical research. Design brand marketing strategy for Shiyan Taihe Hospital. Based on the analysis of the internal and external environment and brand status of Taihe Hospital in Shiyan City, and combined with the investigation and research data of hospital staff and patients, the author finds out the problems existing in the brand marketing of Taihe Hospital. Aiming at these problems, on the basis of the target market positioning and brand positioning of Taihe Hospital in Shiyan City, the author designs the CIS brand image from the brand culture construction. Brand integrated marketing communication three aspects of Shiyan City Taihe Hospital brand marketing strategy. Finally, the author sets up a strong brand awareness from the whole staff, actively carries out internal marketing, vigorously implements the relationship marketing of the hospital, and accelerates the reform of the hospital medical treatment system. In order to ensure the successful implementation of the brand marketing strategy, the author puts forward some suggestions on the maintenance and protection of hospital brand.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：R197.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 盧肖慧;深圳BD醫(yī)院品牌營(yíng)銷策略研究[D];山東大學(xué);2012年

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本文編號(hào)：2189180