本文關(guān)鍵詞： 職業(yè)病 �？漆t(yī)院 Swot分析方法 營銷策略 服務(wù)營銷策略　出處：《北京化工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在醫(yī)療衛(wèi)生服務(wù)行業(yè),因受經(jīng)濟(jì)市場(chǎng)的影響,醫(yī)院管理層開始重視服務(wù)營銷。醫(yī)院是一個(gè)特殊的服務(wù)行業(yè),公立醫(yī)院的營銷策略主要談的是服務(wù)營銷策略,本文采用Swot、7P分析工具及多種分析方法,用職業(yè)病專科醫(yī)院實(shí)例研究了醫(yī)院營銷、服務(wù)營銷策略,為職業(yè)病�？漆t(yī)院未來發(fā)展拓寬思路。本文以HG職業(yè)病專科醫(yī)院2007-2013年實(shí)際數(shù)據(jù)為樣本,分析了該院隨著醫(yī)改及國家相關(guān)政策的出臺(tái)業(yè)務(wù)發(fā)展?fàn)顩r；用實(shí)例說明醫(yī)院營銷策略的正確制定關(guān)系著�？漆t(yī)院的長久發(fā)展；隨著國家大環(huán)境的變化,職業(yè)病專科醫(yī)院適時(shí)調(diào)整服務(wù)營銷策略才能使其得以生存和發(fā)展。研究結(jié)論顯示：通過對(duì)HG職業(yè)病專科醫(yī)院營銷策略研究說明：(1)HG職業(yè)病�？漆t(yī)院為適應(yīng)醫(yī)療改革的趨勢(shì),醫(yī)院管理者要樹立營銷觀念,調(diào)整經(jīng)營模式才能長久生存發(fā)展。 (2)國內(nèi)職業(yè)病�？漆t(yī)院還處于摸索利用相關(guān)營銷理論制定醫(yī)院運(yùn)行機(jī)制,但還沒有達(dá)到醫(yī)院營銷的境界。 (3)企業(yè)結(jié)構(gòu)的調(diào)整、生產(chǎn)環(huán)境的改善并不能杜絕職業(yè)病的發(fā)生,因此職業(yè)病�？漆t(yī)院仍有存在的必要,但醫(yī)療服務(wù)模式的轉(zhuǎn)變勢(shì)在必行。(4)HG職業(yè)病�？漆t(yī)院所經(jīng)歷的醫(yī)療服務(wù)模式的轉(zhuǎn)變是成功的案例。建立自己的品牌服務(wù)營銷策略是醫(yī)院可持續(xù)發(fā)展的保證。由于我們處于醫(yī)改的特殊體制環(huán)節(jié)中,公立�？漆t(yī)院的競(jìng)爭(zhēng)手段以及資源配置等受到政府等相關(guān)方面的諸多限制,�？漆t(yī)院要解決的主要問題是在提供優(yōu)質(zhì)廉價(jià)的醫(yī)療服務(wù)情況下,如何讓自身得到補(bǔ)償并健康的發(fā)展。由于所掌握的資料有限仍有很大的研究空間。
[Abstract]:In the medical and health service industry, due to the economic market, hospital management began to attach importance to service marketing. Hospital is a special service industry, the marketing strategy of public hospitals is mainly about service marketing strategies. This paper studies the marketing and service marketing strategies of occupational disease hospitals by using Swot 7P analysis tools and various analytical methods. This paper takes the actual data of HG occupational disease hospital from 2007 to 2013 as the sample. The business development of the hospital was analyzed with the introduction of medical reform and related national policies. The example shows that the correct formulation of hospital marketing strategy is related to the long-term development of specialized hospitals; As the national environment changes. The occupational disease hospital adjusts the service marketing strategy in time to make it survive and develop. The research conclusion shows: through the research on the marketing strategy of HG occupational disease hospital, we can explain the marketing strategy of the HG occupational disease hospital. In order to adapt to the trend of medical reform, HG occupational disease specialized hospital. Hospital managers should set up marketing concept, adjust the management model to survive and develop for a long time. However, it has not reached the level of hospital marketing. 3) the adjustment of enterprise structure and the improvement of production environment can not stop the occurrence of occupational diseases, so it is necessary for occupational disease specialist hospitals to exist. However, it is imperative to change the mode of medical service. The transformation of medical service mode experienced by HG occupational disease specialized hospital is a successful case. Establishing its own brand service marketing strategy is the guarantee of hospital sustainable development. Because we are in the special system link of medical reform. . The competitive means and resource allocation of public specialized hospitals are limited by the government and other related aspects. The main problem to be solved by specialized hospitals is to provide quality and cheap medical services. There is still a lot of room for research due to the limited information available on how to compensate for and develop healthily.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：R197.5

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本文編號(hào)：1493079