哈医大四院松北分院营销策略研究

发布时间：2018-06-02 21:03

本文选题：医疗市场 + 营销策略　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：自十八大召开以来,我国实施了一系列的经济体制改革和行政体制改革,在稳增长、调结构的指引下,放开医疗市场、引进民营资本和药品零利润等大量的新医改措施的实施,意味着公立医院的垄断地位将会逐渐被打破。与此同时,随着人民生活水平的提高和健康需求的增强以及老龄化社会的到来,国家将会对医疗卫生行业加大投资力度,医疗市场存在着巨大的发展空间。哈医大四院松北分院是一家新成立的公立医院,面对激烈的市场竞争,哈医大四院原有的营销策略已经落后于时代的发展。只有在现有的基础上,对松北分院的内外部环境全面分析,对目前的营销策略优化和完善,才能进一步扩大市场占有率,从而保持医院在行业中的优势地位。哈医大四院松北分院要想达到健康良好的可持续发展,做好市场营销工作已经迫在眉睫。本文首先介绍了文章的理论基础,即4Ps营销组合理论和目标市场理论,又介绍了医院营销的国内外研究现状,然后对哈医大四院松北分院的环境因素进行了综合分析,挖掘医院现有营销策略中存在的问题,找出了问题成因,提出了针对哈医大四院松北分院一系列新的营销策略,并提出了相应的保障措施。在论文的撰写过程中,充分研究了国内外的多种营销理论,在实际工作中进行了实地现场调研并采集了大量数据,然后运用直观的图表对数据进行归纳和分析等,并对哈医大四院松北分院的营销策略的制定、完善和实施保障提出了自己的见解。
[Abstract]:Since the 18th National Congress, China has implemented a series of economic and administrative system reforms. Under the guidance of steady growth and structural adjustment, China has opened up the medical market and introduced a large number of new medical reform measures, such as private capital and zero profit for medicines, etc. This means that the monopoly of public hospitals will gradually be broken. At the same time, with the improvement of people's living standard, the enhancement of health demand and the arrival of aging society, the country will increase investment in the medical and health industry, and there is a huge development space in the medical market. The fourth Hospital of Harbin Medical University is a newly established public hospital. In the face of fierce market competition, the original marketing strategy of the fourth Hospital of Harbin Medical University has lagged behind the development of the times. Only on the basis of existing analysis of the internal and external environment of Songbei Branch and optimization and improvement of the current marketing strategy can the market share be further expanded and the hospital maintain its dominant position in the industry. In order to achieve healthy and sustainable development, it is urgent to do well the marketing work in Songbei Branch of the fourth Hospital of Harbin Medical University. This paper first introduces the theoretical basis of the article, that is, the 4Ps marketing combination theory and the target market theory, and introduces the domestic and foreign research status of hospital marketing, and then makes a comprehensive analysis of the environmental factors of the Songbei Branch of the fourth Hospital of Hay Medical University. This paper excavates the problems existing in the existing marketing strategies of the hospital, finds out the causes of the problems, puts forward a series of new marketing strategies for the Songbei Branch of the fourth Hospital of Harbin Medical University, and puts forward the corresponding safeguard measures. In the process of writing the thesis, we have fully studied various marketing theories at home and abroad, conducted field investigation and collected a large number of data in the actual work, and then used intuitive charts to sum up and analyze the data, etc. At the same time, the author puts forward his own opinion on the formulation, perfection and implementation of the marketing strategy of Songbei Branch of the fourth Hospital of Harbin Medical University.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.32

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