公立医院和民营医院营销理念的分析

Analysis of Marketing Conception in State-Owned and Private-Funded Hospital Management

目的比较上海地区公立医院和民营医院营销理念引入和运用的差异。方法采用问卷调查和实地采访相结合的方式进行调查,内容主要包括对营销理念的理解、对医院广告的看法、医院品牌和顾客满意度等。结果公立医院的营销理念和意识较民营医院淡薄,营销投入和营销管理尚不及民营医院。结论公立医院要转变观念,正确认识营销,提高营销管理的能力。民营医院要掌握营销的适度性,正确处理营销、盈利和发展的关系。

Objective To compare the differences between state-owned hospitals and private-funded hospitals in Shanghai on the introduction and application of hospital marketing conception. Methods Questionnaire and interviews were conducted to reflect understandings in marketing conception, advertisements, hospital brand, customers＇ sense of satisfaction, etc. Results State-owned hospitals were less concerned in marketing conception compared with their private counterparts, even less sufficient in marketing input or management. Conclusion The stateowned hospitals should update their conception and enhance their ability of marketing management. While the private hospitals need to maintain the moderation of marketing and deal with the relationship among marketing, profit and development properly.