时间序列分析在医院网络营销中的应用

发布时间：2019-06-06 06:18

【摘要】：本文对时间序列分析在医院网络营销中的应用进行研究。介绍了武警某医院网络营销的现状和存在的问题，通过运用时间序列分析方法，对网络营销部门的盈利情况进行预测，并提出了网站改进优化的措施。具体内容如下：首先介绍了医院网络营销的现状,分析了网络营销和传统营销模式的区别，网络营销的核心，网络营销的现状以及未来发展趋势。其次，介绍了武警某医院网络营销现状和所存在的问题：流量、访问量较低，带来不了较大转化率，给实体医院带来的业务量较低，医院网站设计缺乏营销导向，访客档案管理工作缺失，信息检索查询功能不强，，网站可信度不是很高，网站过于追求美术效果而使得使用效果不明显，各部门人员配置不合理。最后，针对上述所列问题，提出了网络营销改进措施。对网页栏目设置和版面布局也进行了改进；同时添加了浮动商务通窗口，更加有利于患者朋友的在线咨询和预约；网站填充内容从源头抓起，开始填充高质量文章；针对搜索引擎的收录方法进行了网站优化，更加符合搜索引擎的收录原则，通过运用时间序列分析方法对网络部各部门的盈利进行分析、预测，找出各部门的盈利能力和盈利水平之间的差异，进而合理调整人员配置，以期获得利润的提高。
[Abstract]:This paper studies the application of time series analysis in hospital network marketing. This paper introduces the present situation and existing problems of network marketing in a hospital of armed police, forecasts the profit situation of network marketing department by using time series analysis method, and puts forward some measures for improving and optimizing the website. The specific contents are as follows: firstly, the present situation of hospital network marketing is introduced, and the difference between network marketing and traditional marketing mode, the core of network marketing, the present situation of network marketing and the development trend in the future are analyzed. Secondly, it introduces the present situation and existing problems of network marketing in an armed police hospital: the flow rate, the number of visits are low, the conversion rate is not large, the business volume to the physical hospital is low, and the website design of the hospital is lack of marketing guidance. The lack of visitor file management, the lack of information retrieval and query function, the credibility of the website is not very high, the website too much pursuit of art effect, so that the use effect is not obvious, the staffing of various departments is unreasonable. Finally, in view of the problems listed above, the improvement measures of network marketing are put forward. At the same time, the floating business pass window is added, which is more beneficial to the online consultation and appointment of patients' friends, and the filling content of the website starts from the source and begins to fill in high-quality articles. Aiming at the collection method of search engine, the website is optimized, which is more in line with the principle of search engine collection. Through the use of time series analysis method, the profit of each department of the network department is analyzed and forecasted. Find out the difference between the profitability and profit level of each department, and then adjust the staffing reasonably in order to improve the profit.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：R197.32;O211.61;TP393.092

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