SD胸科医院营销问题与对策研究
发布时间：2019-05-17 15:01
【摘要】：在计划经济时代,医院的所有权和经营权为政府所有,医院很少进行营销类的商业活动。但是随着市场制度在中国的确立和不断完善,市场经济的核心作用也影响着中国经济的各个方面。居民的生活水平不断的提高、医疗卫生服务水平的要求也不断的提高,于此医疗卫生服务市场也不断的开放,促使不断有新的民营医院和外资医院的加入从而打破原有的医疗卫生服务框架。在市场经济条件下,各类医疗机构为了提高自己的竞争力、获取更大的经济利益,不断的改进和提高自己的管理水平、服务水平和营销水平,以适应日益激烈的卫生市场竞争。SD胸科医院便属于此类需要在市场化过程中进行改革和完善的公立医院。长久以来,SD胸科医院凭借其历史积累实现过一段时间的持续发展。但在市场化进程中如果仍然在管理效率、营销理念与能力等方面得不到改善,其在市场中的地位将不断下降,因此其迫切需要有针对性的改革以促进其发展。全文关于SD胸科医院营销问题及策略研究的讨论分一下六个部分进行:第一张为绪论,本章介绍了国内外关于医院营销发展的社会与经济背景、国内外相关研究的概况,并指出了本文的研究方法、思路及创新点。第二章为医院营销的基本概况介绍,从医院营销的内涵、医疗市场的特殊性及医院营销的特殊性三个方面对医院营销进行了简单介绍。第三章针对SD胸科医院的营销现状进行了分析,通过波特竞争力模型对其市场环境进行分析,通过SWOT模型对其营销环境进行分析。第四章指出了SD胸科医院在服务意识、营销意识、营销管理等方面的不足,并对产生这个问题的原因进行了深层次分析。第五章针对SD胸科医院的营销不足通过重新进行市场定位和“7P”理论对其营销方法与策略的选择进行了分析,并且制订了提升营销能力的保障性措施,以及近些年来SD胸科医院在营销方面的经验和取得的成绩。第六章得出了本文的研究结论及本研究的局限和下一步的努力方向。本文关于医院营销的研究的方法主要包括:1、归纳整理法。通过对国内外相关文献的归纳、整理与分析,了解医院营销方面理论与实际情况的研究现状及研究成果,并进一步加深对该领域的认识和理解。2、案例分析法。通过对SD胸科医院的情况进行了解,分析了该医院目前的营销现状及营销活动存在的问题,并由此进一步提出相应的政策建议。面对复杂多变的市场环境,提升自身营销服务水平成为各类型医院都必须要认真面对的问题,本文提供了一种基本的方法与思路来帮助医院与其他相关人员进行这方面的研究和政策制定。
[Abstract]:In the planned economy era, the ownership and management rights of hospitals are owned by the government, and hospitals rarely carry out marketing business activities. However, with the establishment and continuous improvement of the market system in China, the core role of the market economy also affects all aspects of the Chinese economy. The living standards of residents are constantly improving, the requirements of medical and health services are also constantly improving, and the market of medical and health services is also constantly opening up. Promote the continuous addition of new private hospitals and foreign hospitals to break the original framework of medical and health services. Under the condition of market economy, in order to improve their competitiveness and obtain greater economic benefits, all kinds of medical institutions continue to improve and improve their own management level, service level and marketing level. In order to adapt to the increasingly fierce competition in the health market, SD chest hospital belongs to this kind of public hospital which needs to be reformed and improved in the process of marketization. For a long time, SD chest Hospital has achieved sustainable development for a period of time by virtue of its historical accumulation. However, if the management efficiency, marketing concept and ability can not be improved in the process of marketization, its position in the market will continue to decline, so it urgently needs targeted reform to promote its development. This paper discusses the marketing problems and strategies of SD chest hospital in six parts: the first is the introduction. This chapter introduces the social and economic background of hospital marketing development at home and abroad, and the general situation of relevant research at home and abroad. The research methods, ideas and innovations of this paper are pointed out. The second chapter introduces the basic situation of hospital marketing, and briefly introduces the hospital marketing from three aspects: the connotation of hospital marketing, the particularity of medical market and the particularity of hospital marketing. The third chapter analyzes the marketing situation of SD chest hospital, analyzes its market environment through Porter competitiveness model, and analyzes its marketing environment through SWOT model. The fourth chapter points out the shortcomings of SD chest hospital in service consciousness, marketing management and so on, and makes a deep analysis of the causes of this problem. In the fifth chapter, aiming at the marketing deficiency of SD chest hospital, the choice of marketing methods and strategies is analyzed by repositioning the market and the theory of "7p", and the safeguard measures to improve the marketing ability are worked out. And in recent years, SD chest hospital in marketing experience and achievements. The sixth chapter draws the conclusion of this paper and the limitation of this study and the direction of the next step. The research methods of hospital marketing in this paper mainly include: 1, induction and finishing method. Through the induction, collation and analysis of the relevant literature at home and abroad, this paper understands the research status and research results of the theory and practice of hospital marketing, and further deepens the understanding and understanding of this field. 2, case analysis method. Based on the understanding of the situation of SD chest Hospital, this paper analyzes on the present marketing situation and the problems existing in the marketing activities of the hospital, and further puts forward some corresponding policy suggestions. In the face of the complex and changeable market environment, improving the level of their own marketing services has become a problem that all types of hospitals must seriously face. This paper provides a basic method and train of thought to help hospitals and other relevant personnel to carry out research and policy formulation in this area.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.5
本文编号：2479191
[Abstract]:In the planned economy era, the ownership and management rights of hospitals are owned by the government, and hospitals rarely carry out marketing business activities. However, with the establishment and continuous improvement of the market system in China, the core role of the market economy also affects all aspects of the Chinese economy. The living standards of residents are constantly improving, the requirements of medical and health services are also constantly improving, and the market of medical and health services is also constantly opening up. Promote the continuous addition of new private hospitals and foreign hospitals to break the original framework of medical and health services. Under the condition of market economy, in order to improve their competitiveness and obtain greater economic benefits, all kinds of medical institutions continue to improve and improve their own management level, service level and marketing level. In order to adapt to the increasingly fierce competition in the health market, SD chest hospital belongs to this kind of public hospital which needs to be reformed and improved in the process of marketization. For a long time, SD chest Hospital has achieved sustainable development for a period of time by virtue of its historical accumulation. However, if the management efficiency, marketing concept and ability can not be improved in the process of marketization, its position in the market will continue to decline, so it urgently needs targeted reform to promote its development. This paper discusses the marketing problems and strategies of SD chest hospital in six parts: the first is the introduction. This chapter introduces the social and economic background of hospital marketing development at home and abroad, and the general situation of relevant research at home and abroad. The research methods, ideas and innovations of this paper are pointed out. The second chapter introduces the basic situation of hospital marketing, and briefly introduces the hospital marketing from three aspects: the connotation of hospital marketing, the particularity of medical market and the particularity of hospital marketing. The third chapter analyzes the marketing situation of SD chest hospital, analyzes its market environment through Porter competitiveness model, and analyzes its marketing environment through SWOT model. The fourth chapter points out the shortcomings of SD chest hospital in service consciousness, marketing management and so on, and makes a deep analysis of the causes of this problem. In the fifth chapter, aiming at the marketing deficiency of SD chest hospital, the choice of marketing methods and strategies is analyzed by repositioning the market and the theory of "7p", and the safeguard measures to improve the marketing ability are worked out. And in recent years, SD chest hospital in marketing experience and achievements. The sixth chapter draws the conclusion of this paper and the limitation of this study and the direction of the next step. The research methods of hospital marketing in this paper mainly include: 1, induction and finishing method. Through the induction, collation and analysis of the relevant literature at home and abroad, this paper understands the research status and research results of the theory and practice of hospital marketing, and further deepens the understanding and understanding of this field. 2, case analysis method. Based on the understanding of the situation of SD chest Hospital, this paper analyzes on the present marketing situation and the problems existing in the marketing activities of the hospital, and further puts forward some corresponding policy suggestions. In the face of the complex and changeable market environment, improving the level of their own marketing services has become a problem that all types of hospitals must seriously face. This paper provides a basic method and train of thought to help hospitals and other relevant personnel to carry out research and policy formulation in this area.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.5
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