深圳第三方健康管理机构营销策略研究

发布时间：2018-03-06 01:05

本文选题：第三方健康管理机构　切入点：健康管理　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会进入老龄化阶段以及大众生活方式的转变,慢性非传染疾病发病率呈直线上升趋势,加快了我国对健康管理的迫切需求。2014年,国家卫生和计划生育委员会印发全民健康素养促进行动规划。健康管理正是在这种大背景下,作为一种新兴的健康服务理念和服务方式,受到了世界各国的关注。健康管理服务业,可以节约医疗资源,提升产业经济效益、并带动相关健康产业的持续发展。深圳作为新兴的大城市,相比其它城市,医疗资源相对缺乏,生活压力更大,慢性病、亚健康等困扰着深圳市民的工作和生活。在此背景下,深圳健康管理产业发展迅速,第三方健康管理机构的迅速发展,符合了居民的健康需求。因此,对深圳第三方健康管理机构进行营销策略研究,对于开拓市场、树立品牌,走出具有自己特色的健康管理之路具有重要实践指导价值和现实意义。首先,本论文分析了美国、日本、欧洲等发达国家健康管理产业的发展状况、经验,以及特点,为下文的分析奠定了基础;其次,本研究分别从健康管理机构、健康管理产业市场特性、第三方健康管理机构发展现状等方面研究了健康管理产业的发展现状;再次,本研究综合以上内容,分析了深圳第三方健康管理机构发展面临的机遇和挑战;最后,本研究结合《深圳第三方健康管理消费者数据报告》和《百度指数数据报告》,综合全文研究,分析了深圳第三方健康管理机构的核心竞争力,提出了可供参考的深圳第三方健康管理机构发展的战略目标、战略选择,以及相应的营销组合。本文对深圳本地健康管理机构进行了全面、系统的研究,不但丰富了我国健康管理的产业理论,同时,对深圳第三方健康管理机构营销策略的制定有着一定的现实价值和指导意义。本研究的创新主要体现在以下三个方面,一是研究视角的创新,二是解决问题策略的创新,三是研究方法的创新。
[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.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719;F274

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