提升医院竞争力的营销策略研究

【作者】 甘瑁琴；

【导师】 邓德胜；

【作者基本信息】 中南林学院 ， 森林经理学， 2002， 硕士

【摘要】 加入世界贸易组织，从全局来看，通过引进先进技术和设备，可以提高我国医院的医疗技术水平和医疗服务水平。外资医院和诊所的加入，市场竞争机制的引入，会积极推动医院管理水平的提高，可促进以公有制医院为主体、多种所有制形式与经营方式并存的医疗服务格局的形成，更好地满足社会多层次的医疗需求。但入世对我国医院会带来多方位的冲击，如外资医院将抢夺医疗市场份额，抢夺优秀的医疗技术人才。而我国医疗市场发育尚未完善，医院管理水平落后，多数医院尚不具备科学的市场经营理念，医院在医疗市场竞争中优势不突出，没有形成自己的竞争体系。再加上我国医疗卫生体制和医疗保障制度的改革，医院面临的挑战也是前所未有的，因此，从市场营销的角度入手，分析目前我国医院的营销意识及在营销中存在的问题，提高我国医院的竞争力显得尤其重要。医院竞争的核心是医院的定位与管理，制定合理的医院竞争策略的前提是对医院内、外部因素的把握。卫生体制及医疗制度改革、疾病类型的变化、社会政治、经济、文化的变革、医疗市场消费者的特点、医院的核心优势等，都会医院竞争系统的效率产生显著的影响。本论文正是从我国医疗市场严峻的市场环境出发，从医院与医疗市场分析、医院竞争分析、医院竞争力、提升医院竞争力的营销策略与营销观念等几方面入手，对如何提升现代医院的竞争力进行论述。更多还原

【Abstract】 China’s entry to the World Trade Organization .as a \vhole,is able to develop the medical technology and improve the medical service of our country by introducing advanced techonology and equipments.Foreign hospitals and clinic’s entry into China and market competitive mechnism’s adopting will propel our medical management forward and promote the formation of the medical service setup that public ovvership is the main part and different types of owership and diversified management exist at the same time.And (her will also satisfy people’s multilevel medical demand better.However,China’s enrty to WTO will give our hospitals eiversified shocks.For instance,foreign hospitals will snatch the medical martet share and outstanding medical specialists.Our medical market is immatured and backward in management.Most of our hospitals haven’t the idea of marketing management.In medical market competition,our hospitals haven’t formed their own competitive system .What’s more,lhc reforming of our medcial health system and security system is facing unheard-of challengcs.Thcrefore,it is especially important to start with marketing,analysc the current marketing conciousncss and problems,and improve the competitive capacity of our hospitals.The heart of the medical competition is the orientation and the management of the hospitals.To seize the internal and cxtcnal causes is the premise of formulating reasonable medical competitive strategy The reforming of the health systen and medical system,the varying of the types of diseases.lhe changing of politics,economy and culture,the comsumer’s characteristics in medical market .the core superiority of our hospitals etc,will affect the efficiency of the medical competitive system.This dissertation is to start from the serious problems of medical market environment in our coulry ,to start with the analysis of the hospitals’and medical market,the analysis of the hospilals’competition,hospitals’ competitive capacity,the marketing strategies in improving the hospilals’competitive capacity and marketing concept,discuss how to improving the hospitals’compctitive capacity.更多还原