十堰市太和医院品牌营销策略研究
发布时间：2018-08-18 10:26
【摘要】： 随着我国市场经济的发展和医疗卫生体制改革,医院已经进入经营时代。医疗服务市场的兴起与开放,导致医疗服务服务业的竞争已不仅仅局限于新技术、低价格、好环境的比拼,也不仅仅是扩大病源,增强宣传攻势等招式的营销策略,而是医院整体品牌效应的较量。医疗市场的竞争和发展表明:医院营销,品牌提升是十分重要的,只有重视医院文化品牌的建设,进而努力集聚全体员工的创造精神,提升医院的品牌效应,才能不失时机的增强医院的核心竞争力。而我国的许多医院还没有树立起品牌观念,没有把品牌营销作为医院经营的核心任务,这样难免造成医疗市场竞争力弱,医疗业务生命周期短暂的局面,因此研究品牌营销策略对我国大型国有医院尤其是综合性三甲医院的发展具有重要的意义。 本文以十堰市太和医院为研究对象,以品牌定位、品牌文化、品牌CIS设计、品牌整合营销传播等品牌相关理论为本文的理论研究基础,采用理论研究与实证研究相结合的方法,为十堰市太和医院设计了品牌营销策略。笔者从分析十堰市太和医院内外部环境和品牌现状入手,并结合收集到的医院员工和患者的调研资料,找到了太和医院品牌营销中存在的问题。针对这些问题,在对十堰市太和医院进行了目标市场定位和品牌定位的基础上,笔者从品牌文化建设、CIS品牌形象设计、品牌整合营销传播三个方面详细制定了十堰市太和医院品牌营销策略。最后,笔者从全员树立强烈的品牌意识、积极推行内部营销、大力实施医院的关系营销、加速医院就医方式体制改革、对医院的品牌进行维系和保护等五个方面提出了一些实施建议,以保障制定的品牌营销策略能够顺利的实施。
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：R197.3
本文编号：2189180
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：R197.3
【引证文献】
相关硕士学位论文 前1条
1 卢肖慧;深圳BD医院品牌营销策略研究[D];山东大学;2012年
，本文编号：2189180
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