HG职业病专科医院营销策略研究

发布时间：2018-02-05 23:51

本文关键词： 职业病专科医院 Swot分析方法营销策略服务营销策略　出处：《北京化工大学》2015年硕士论文　论文类型：学位论文

【摘要】：在医疗卫生服务行业,因受经济市场的影响,医院管理层开始重视服务营销。医院是一个特殊的服务行业,公立医院的营销策略主要谈的是服务营销策略,本文采用Swot、7P分析工具及多种分析方法,用职业病专科医院实例研究了医院营销、服务营销策略,为职业病专科医院未来发展拓宽思路。本文以HG职业病专科医院2007-2013年实际数据为样本,分析了该院随着医改及国家相关政策的出台业务发展状况；用实例说明医院营销策略的正确制定关系着专科医院的长久发展；随着国家大环境的变化,职业病专科医院适时调整服务营销策略才能使其得以生存和发展。研究结论显示：通过对HG职业病专科医院营销策略研究说明：(1)HG职业病专科医院为适应医疗改革的趋势,医院管理者要树立营销观念,调整经营模式才能长久生存发展。 (2)国内职业病专科医院还处于摸索利用相关营销理论制定医院运行机制,但还没有达到医院营销的境界。 (3)企业结构的调整、生产环境的改善并不能杜绝职业病的发生,因此职业病专科医院仍有存在的必要,但医疗服务模式的转变势在必行。(4)HG职业病专科医院所经历的医疗服务模式的转变是成功的案例。建立自己的品牌服务营销策略是医院可持续发展的保证。由于我们处于医改的特殊体制环节中,公立专科医院的竞争手段以及资源配置等受到政府等相关方面的诸多限制,专科医院要解决的主要问题是在提供优质廉价的医疗服务情况下,如何让自身得到补偿并健康的发展。由于所掌握的资料有限仍有很大的研究空间。
[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.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.5

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