医院服务营销模式分析

Analysis About Hospital Marketing

为适应激烈的医疗市场竞争,我国的医院正在探索品牌营销的道路。借鉴营销学理论和国外的实践经验,我国的医疗服务营销要在分析营销环境和竞争优势的基础上,进行市场细分和目标市场选择,最后制定营销组合策略——产品服务项目、价格、销售渠道和营销方法。

In order to win the competition of hospitals, Chinese hospitals are on the threshold of hospital marketing. Chinese hospitals could leam from principles of marketing and experience of foreign hospitals.The hospital first identifies the total market, then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying these segments.lt designs a marketing mix made up of factors under its control-product, price, place, promotion.