SD胸科醫(yī)院營(yíng)銷問(wèn)題與對(duì)策研究
發(fā)布時(shí)間：2019-05-17 15:01
【摘要】：在計(jì)劃經(jīng)濟(jì)時(shí)代,醫(yī)院的所有權(quán)和經(jīng)營(yíng)權(quán)為政府所有,醫(yī)院很少進(jìn)行營(yíng)銷類的商業(yè)活動(dòng)。但是隨著市場(chǎng)制度在中國(guó)的確立和不斷完善,市場(chǎng)經(jīng)濟(jì)的核心作用也影響著中國(guó)經(jīng)濟(jì)的各個(gè)方面。居民的生活水平不斷的提高、醫(yī)療衛(wèi)生服務(wù)水平的要求也不斷的提高,于此醫(yī)療衛(wèi)生服務(wù)市場(chǎng)也不斷的開(kāi)放,促使不斷有新的民營(yíng)醫(yī)院和外資醫(yī)院的加入從而打破原有的醫(yī)療衛(wèi)生服務(wù)框架。在市場(chǎng)經(jīng)濟(jì)條件下,各類醫(yī)療機(jī)構(gòu)為了提高自己的競(jìng)爭(zhēng)力、獲取更大的經(jīng)濟(jì)利益,不斷的改進(jìn)和提高自己的管理水平、服務(wù)水平和營(yíng)銷水平,以適應(yīng)日益激烈的衛(wèi)生市場(chǎng)競(jìng)爭(zhēng)。SD胸科醫(yī)院便屬于此類需要在市場(chǎng)化過(guò)程中進(jìn)行改革和完善的公立醫(yī)院。長(zhǎng)久以來(lái),SD胸科醫(yī)院憑借其歷史積累實(shí)現(xiàn)過(guò)一段時(shí)間的持續(xù)發(fā)展。但在市場(chǎng)化進(jìn)程中如果仍然在管理效率、營(yíng)銷理念與能力等方面得不到改善,其在市場(chǎng)中的地位將不斷下降,因此其迫切需要有針對(duì)性的改革以促進(jìn)其發(fā)展。全文關(guān)于SD胸科醫(yī)院營(yíng)銷問(wèn)題及策略研究的討論分一下六個(gè)部分進(jìn)行:第一張為緒論,本章介紹了國(guó)內(nèi)外關(guān)于醫(yī)院營(yíng)銷發(fā)展的社會(huì)與經(jīng)濟(jì)背景、國(guó)內(nèi)外相關(guān)研究的概況,并指出了本文的研究方法、思路及創(chuàng)新點(diǎn)。第二章為醫(yī)院營(yíng)銷的基本概況介紹,從醫(yī)院營(yíng)銷的內(nèi)涵、醫(yī)療市場(chǎng)的特殊性及醫(yī)院營(yíng)銷的特殊性三個(gè)方面對(duì)醫(yī)院營(yíng)銷進(jìn)行了簡(jiǎn)單介紹。第三章針對(duì)SD胸科醫(yī)院的營(yíng)銷現(xiàn)狀進(jìn)行了分析,通過(guò)波特競(jìng)爭(zhēng)力模型對(duì)其市場(chǎng)環(huán)境進(jìn)行分析,通過(guò)SWOT模型對(duì)其營(yíng)銷環(huán)境進(jìn)行分析。第四章指出了SD胸科醫(yī)院在服務(wù)意識(shí)、營(yíng)銷意識(shí)、營(yíng)銷管理等方面的不足,并對(duì)產(chǎn)生這個(gè)問(wèn)題的原因進(jìn)行了深層次分析。第五章針對(duì)SD胸科醫(yī)院的營(yíng)銷不足通過(guò)重新進(jìn)行市場(chǎng)定位和“7P”理論對(duì)其營(yíng)銷方法與策略的選擇進(jìn)行了分析,并且制訂了提升營(yíng)銷能力的保障性措施,以及近些年來(lái)SD胸科醫(yī)院在營(yíng)銷方面的經(jīng)驗(yàn)和取得的成績(jī)。第六章得出了本文的研究結(jié)論及本研究的局限和下一步的努力方向。本文關(guān)于醫(yī)院營(yíng)銷的研究的方法主要包括:1、歸納整理法。通過(guò)對(duì)國(guó)內(nèi)外相關(guān)文獻(xiàn)的歸納、整理與分析,了解醫(yī)院營(yíng)銷方面理論與實(shí)際情況的研究現(xiàn)狀及研究成果,并進(jìn)一步加深對(duì)該領(lǐng)域的認(rèn)識(shí)和理解。2、案例分析法。通過(guò)對(duì)SD胸科醫(yī)院的情況進(jìn)行了解,分析了該醫(yī)院目前的營(yíng)銷現(xiàn)狀及營(yíng)銷活動(dòng)存在的問(wèn)題,并由此進(jìn)一步提出相應(yīng)的政策建議。面對(duì)復(fù)雜多變的市場(chǎng)環(huán)境,提升自身營(yíng)銷服務(wù)水平成為各類型醫(yī)院都必須要認(rèn)真面對(duì)的問(wèn)題,本文提供了一種基本的方法與思路來(lái)幫助醫(yī)院與其他相關(guān)人員進(jìn)行這方面的研究和政策制定。
[Abstract]:In the planned economy era, the ownership and management rights of hospitals are owned by the government, and hospitals rarely carry out marketing business activities. However, with the establishment and continuous improvement of the market system in China, the core role of the market economy also affects all aspects of the Chinese economy. The living standards of residents are constantly improving, the requirements of medical and health services are also constantly improving, and the market of medical and health services is also constantly opening up. Promote the continuous addition of new private hospitals and foreign hospitals to break the original framework of medical and health services. Under the condition of market economy, in order to improve their competitiveness and obtain greater economic benefits, all kinds of medical institutions continue to improve and improve their own management level, service level and marketing level. In order to adapt to the increasingly fierce competition in the health market, SD chest hospital belongs to this kind of public hospital which needs to be reformed and improved in the process of marketization. For a long time, SD chest Hospital has achieved sustainable development for a period of time by virtue of its historical accumulation. However, if the management efficiency, marketing concept and ability can not be improved in the process of marketization, its position in the market will continue to decline, so it urgently needs targeted reform to promote its development. This paper discusses the marketing problems and strategies of SD chest hospital in six parts: the first is the introduction. This chapter introduces the social and economic background of hospital marketing development at home and abroad, and the general situation of relevant research at home and abroad. The research methods, ideas and innovations of this paper are pointed out. The second chapter introduces the basic situation of hospital marketing, and briefly introduces the hospital marketing from three aspects: the connotation of hospital marketing, the particularity of medical market and the particularity of hospital marketing. The third chapter analyzes the marketing situation of SD chest hospital, analyzes its market environment through Porter competitiveness model, and analyzes its marketing environment through SWOT model. The fourth chapter points out the shortcomings of SD chest hospital in service consciousness, marketing management and so on, and makes a deep analysis of the causes of this problem. In the fifth chapter, aiming at the marketing deficiency of SD chest hospital, the choice of marketing methods and strategies is analyzed by repositioning the market and the theory of "7p", and the safeguard measures to improve the marketing ability are worked out. And in recent years, SD chest hospital in marketing experience and achievements. The sixth chapter draws the conclusion of this paper and the limitation of this study and the direction of the next step. The research methods of hospital marketing in this paper mainly include: 1, induction and finishing method. Through the induction, collation and analysis of the relevant literature at home and abroad, this paper understands the research status and research results of the theory and practice of hospital marketing, and further deepens the understanding and understanding of this field. 2, case analysis method. Based on the understanding of the situation of SD chest Hospital, this paper analyzes on the present marketing situation and the problems existing in the marketing activities of the hospital, and further puts forward some corresponding policy suggestions. In the face of the complex and changeable market environment, improving the level of their own marketing services has become a problem that all types of hospitals must seriously face. This paper provides a basic method and train of thought to help hospitals and other relevant personnel to carry out research and policy formulation in this area.
【學(xué)位授予單位】：山東財(cái)經(jīng)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
本文編號(hào)：2479191
[Abstract]:In the planned economy era, the ownership and management rights of hospitals are owned by the government, and hospitals rarely carry out marketing business activities. However, with the establishment and continuous improvement of the market system in China, the core role of the market economy also affects all aspects of the Chinese economy. The living standards of residents are constantly improving, the requirements of medical and health services are also constantly improving, and the market of medical and health services is also constantly opening up. Promote the continuous addition of new private hospitals and foreign hospitals to break the original framework of medical and health services. Under the condition of market economy, in order to improve their competitiveness and obtain greater economic benefits, all kinds of medical institutions continue to improve and improve their own management level, service level and marketing level. In order to adapt to the increasingly fierce competition in the health market, SD chest hospital belongs to this kind of public hospital which needs to be reformed and improved in the process of marketization. For a long time, SD chest Hospital has achieved sustainable development for a period of time by virtue of its historical accumulation. However, if the management efficiency, marketing concept and ability can not be improved in the process of marketization, its position in the market will continue to decline, so it urgently needs targeted reform to promote its development. This paper discusses the marketing problems and strategies of SD chest hospital in six parts: the first is the introduction. This chapter introduces the social and economic background of hospital marketing development at home and abroad, and the general situation of relevant research at home and abroad. The research methods, ideas and innovations of this paper are pointed out. The second chapter introduces the basic situation of hospital marketing, and briefly introduces the hospital marketing from three aspects: the connotation of hospital marketing, the particularity of medical market and the particularity of hospital marketing. The third chapter analyzes the marketing situation of SD chest hospital, analyzes its market environment through Porter competitiveness model, and analyzes its marketing environment through SWOT model. The fourth chapter points out the shortcomings of SD chest hospital in service consciousness, marketing management and so on, and makes a deep analysis of the causes of this problem. In the fifth chapter, aiming at the marketing deficiency of SD chest hospital, the choice of marketing methods and strategies is analyzed by repositioning the market and the theory of "7p", and the safeguard measures to improve the marketing ability are worked out. And in recent years, SD chest hospital in marketing experience and achievements. The sixth chapter draws the conclusion of this paper and the limitation of this study and the direction of the next step. The research methods of hospital marketing in this paper mainly include: 1, induction and finishing method. Through the induction, collation and analysis of the relevant literature at home and abroad, this paper understands the research status and research results of the theory and practice of hospital marketing, and further deepens the understanding and understanding of this field. 2, case analysis method. Based on the understanding of the situation of SD chest Hospital, this paper analyzes on the present marketing situation and the problems existing in the marketing activities of the hospital, and further puts forward some corresponding policy suggestions. In the face of the complex and changeable market environment, improving the level of their own marketing services has become a problem that all types of hospitals must seriously face. This paper provides a basic method and train of thought to help hospitals and other relevant personnel to carry out research and policy formulation in this area.
【學(xué)位授予單位】：山東財(cái)經(jīng)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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