深圳健康体检机构市场营销策略研究

发布时间：2018-04-20 13:13

本文选题：深圳健康体检 + 市场营销　；参考：《天津大学》2015年硕士论文

【摘要】：随着经济的发展和人们生活水平的日益提高,人们的健康意识和健康理念越来越强。定期对身体进行健康检查来预防疾病,从而了解自己的身体状况,这样就使得人们从专业的体检机构了解健康的生活和基础的医疗保健知识成为必要。当前医院和医疗机构对于疾病的预防及干预较少,主要是对疾病进行治疗。本文通过对深圳健康体检市场营销的策略进行分析,从而优化健康体检市场营销策略,这对健康体检理念的宣传和促进体检行业健康可持续发展有着重要的意义。本文对深圳健康体检机构市场营销策略进行研究,在前人研究成果和经验的基础上,用市场营销的相关理论知识,通过国内和国外体检行业发展状况对比,结合案例,市场调研,研究数据的整理,运用SWOT方法对深圳的健康体检市场进行优势和劣势分析,找出深圳健康体检市场营销方面存在的问题。对深圳健康体检行业存在的如恶性竞争,质量参差不齐,服务质量等问题以及如何发挥体检机构的品牌、人才、技术和服务上的优势;如何开展客户关系管理,提高体检者的满意度;同时建立优秀的营销团队进行市场营销,提出营销策略建议和可行性意见。从而树立品牌形象和提高体检市场的竞争能力。作者在深圳的体检机构从事营销工作很多年,很注重理论与实践相结合,将研究得出的营销策略进行宣传和推广,研究成果对深圳体检市场有重要的指导作用,也对健康体检行业的研究者和工作者具有一定的借鉴与参考价值。
[Abstract]:With the development of economy and the improvement of people's living standard, people's health consciousness and concept are becoming stronger and stronger. It is necessary for people to know about healthy life and basic knowledge of health care from professional medical institutions to prevent diseases and understand their physical condition regularly. At present, the prevention and intervention of diseases in hospitals and medical institutions is less, mainly for the treatment of diseases. This paper analyzes the marketing strategy of health check-up in Shenzhen, and then optimizes the marketing strategy of health check-up, which is of great significance to the promotion of the idea of health check-up and the promotion of the sustainable development of health examination industry. On the basis of previous research results and experience, this paper studies the marketing strategy of Shenzhen health examination institutions. Based on the relevant theoretical knowledge of marketing, through the comparison of the development of physical examination industry at home and abroad, combined with a case study, Market research, data collation, the use of SWOT method to analyze the strengths and weaknesses of the health examination market in Shenzhen, to find out the problems in the marketing of Shenzhen health check-up. To Shenzhen health examination industry such as vicious competition, uneven quality, service quality and how to give full play to the brand, talent, technology and service advantages of physical examination institutions, how to develop customer relationship management, Improve the satisfaction of examiners, set up excellent marketing team to carry out marketing, put forward marketing strategy suggestions and feasibility advice. In order to establish a brand image and improve the competitiveness of the physical examination market. The author has been engaged in marketing in Shenzhen's physical examination organization for many years, paying great attention to the combination of theory and practice, propagating and popularizing the marketing strategy obtained from the research, and the results of the research play an important guiding role in Shenzhen's physical examination market. Also has certain reference value to the health examination profession researcher and the worker.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;R197.6

【相似文献】