蒙古国宋达民营医院服务营销策略研究

发布时间：2018-05-19 00:42

本文选题：宋达民营医院 + 服务营销　；参考：《内蒙古大学》2015年硕士论文

【摘要】：民营医院是蒙古国医疗卫生体制改革的产物,在20世纪90年代初,蒙古国发展民营医疗机构政策下,民营医院如雨后春笋出现,虽然一些民营医院的服务能得到了较快发展,但是仍远远不能满足患者的需求,特别是医院在服务营销领域的管理缺失造成这种情况的重要原因之一,为此,本文首先介绍了服务营销相关理论,并对蒙古国医疗市场的宏观营销环境和微观营销环境进行了分析。其次,医疗服务营销的特征的基础上通过对宋达民营医院的SWOT分析,明确了医院发展的优势、劣势、机会及威胁。最后指出了宋达民营医院的服务营销中需改进的问题,并提出了医院的服务营销策略建议。本人觉得服务营销才是民营医院持续发展的保障。
[Abstract]:Private hospitals are the product of the reform of the medical and health system of Mongolia. In the early 1990s, under the policy of developing private medical institutions in Mongolia, private hospitals sprang up, although the services of some private hospitals developed rapidly. However, it is still far from being able to meet the needs of patients, especially the lack of hospital management in the field of service marketing, which is one of the important reasons for this situation. For this reason, this paper first introduces the theory of service marketing. The macro-marketing environment and micro-marketing environment of Mongolian medical market are analyzed. Secondly, on the basis of the characteristics of medical service marketing, through the SWOT analysis of Song Da Private Hospital, the author clarifies the advantages, disadvantages, opportunities and threats of hospital development. Finally, the paper points out the problems that need to be improved in the service marketing of Songda private hospital, and puts forward some suggestions on the service marketing strategy of the hospital. I think service marketing is the protection of the sustainable development of private hospitals.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.322

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