發(fā)布時(shí)間：2018-03-06 01:05

  本文選題：第三方健康管理機(jī)構(gòu)　切入點(diǎn)：健康管理　出處：《深圳大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)進(jìn)入老齡化階段以及大眾生活方式的轉(zhuǎn)變,慢性非傳染疾病發(fā)病率呈直線上升趨勢(shì),加快了我國(guó)對(duì)健康管理的迫切需求。2014年,國(guó)家衛(wèi)生和計(jì)劃生育委員會(huì)印發(fā)全民健康素養(yǎng)促進(jìn)行動(dòng)規(guī)劃。健康管理正是在這種大背景下,作為一種新興的健康服務(wù)理念和服務(wù)方式,受到了世界各國(guó)的關(guān)注。健康管理服務(wù)業(yè),可以節(jié)約醫(yī)療資源,提升產(chǎn)業(yè)經(jīng)濟(jì)效益、并帶動(dòng)相關(guān)健康產(chǎn)業(yè)的持續(xù)發(fā)展。深圳作為新興的大城市,相比其它城市,醫(yī)療資源相對(duì)缺乏,生活壓力更大,慢性病、亞健康等困擾著深圳市民的工作和生活。在此背景下,深圳健康管理產(chǎn)業(yè)發(fā)展迅速,第三方健康管理機(jī)構(gòu)的迅速發(fā)展,符合了居民的健康需求。因此,對(duì)深圳第三方健康管理機(jī)構(gòu)進(jìn)行營(yíng)銷策略研究,對(duì)于開拓市場(chǎng)、樹立品牌,走出具有自己特色的健康管理之路具有重要實(shí)踐指導(dǎo)價(jià)值和現(xiàn)實(shí)意義。首先,本論文分析了美國(guó)、日本、歐洲等發(fā)達(dá)國(guó)家健康管理產(chǎn)業(yè)的發(fā)展?fàn)顩r、經(jīng)驗(yàn),以及特點(diǎn),為下文的分析奠定了基礎(chǔ);其次,本研究分別從健康管理機(jī)構(gòu)、健康管理產(chǎn)業(yè)市場(chǎng)特性、第三方健康管理機(jī)構(gòu)發(fā)展現(xiàn)狀等方面研究了健康管理產(chǎn)業(yè)的發(fā)展現(xiàn)狀;再次,本研究綜合以上內(nèi)容,分析了深圳第三方健康管理機(jī)構(gòu)發(fā)展面臨的機(jī)遇和挑戰(zhàn);最后,本研究結(jié)合《深圳第三方健康管理消費(fèi)者數(shù)據(jù)報(bào)告》和《百度指數(shù)數(shù)據(jù)報(bào)告》,綜合全文研究,分析了深圳第三方健康管理機(jī)構(gòu)的核心競(jìng)爭(zhēng)力,提出了可供參考的深圳第三方健康管理機(jī)構(gòu)發(fā)展的戰(zhàn)略目標(biāo)、戰(zhàn)略選擇,以及相應(yīng)的營(yíng)銷組合。本文對(duì)深圳本地健康管理機(jī)構(gòu)進(jìn)行了全面、系統(tǒng)的研究,不但豐富了我國(guó)健康管理的產(chǎn)業(yè)理論,同時(shí),對(duì)深圳第三方健康管理機(jī)構(gòu)營(yíng)銷策略的制定有著一定的現(xiàn)實(shí)價(jià)值和指導(dǎo)意義。本研究的創(chuàng)新主要體現(xiàn)在以下三個(gè)方面,一是研究視角的創(chuàng)新,二是解決問題策略的創(chuàng)新,三是研究方法的創(chuàng)新。
[Abstract]:With the aging of society and the change of the life style of the public, the incidence of chronic non-communicable diseases is on the rise, which accelerates the urgent need of health management in China. In 2014, The National Health and Family Planning Commission has issued the National Health Literacy Promotion Action Plan. It is against this background that health management, as a new concept and method of health services, Health management service industry can save medical resources, improve industry economic benefits, and promote the sustainable development of related health industry. Shenzhen, as a new big city, compared with other cities, Health care resources are relatively scarce, life pressure is greater, chronic diseases, sub-health and so on are perplexing the work and life of Shenzhen residents. In this context, the health management industry in Shenzhen is developing rapidly, and the third party health management institutions are developing rapidly. In accordance with the health needs of residents. Therefore, to conduct marketing strategy research on the third party health management agencies in Shenzhen, to open up the market and establish a brand, It has important practical guiding value and practical significance to walk out the road of health management with its own characteristics. Firstly, this paper analyzes the development situation, experience and characteristics of health management industry in the developed countries, such as the United States, Japan, Europe, and other developed countries, such as the United States, Japan, Europe and other developed countries. For the following analysis laid a foundation; secondly, this study respectively from the health management institutions, health management industry market characteristics, third party health management agencies development status quo; third, This study synthesizes the above contents and analyzes the opportunities and challenges faced by the third party health management organizations in Shenzhen. Combined with the third Party Health Management Consumer data report of Shenzhen and Baidu Index data report, this study analyzed the core competitiveness of the third party health management organization in Shenzhen. The paper puts forward the strategic goal, strategic choice and corresponding marketing combination of the third party health management organization in Shenzhen for reference. This paper makes a comprehensive and systematic study on the local health management organization in Shenzhen. It not only enriches the industrial theory of health management in our country, but also has certain practical value and guiding significance for the establishment of marketing strategy of the third party health management organization in Shenzhen. The innovation of this study is mainly reflected in the following three aspects. One is the innovation of research perspective, the other is the innovation of problem-solving strategy, and the third is the innovation of research method.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719;F274

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本文編號(hào)：1572650