基于客户价值的医疗市场细分与管理策略

Medical Market Segmentation of Based on Customer Value

价值细分变量是建立细分市场最为行之有效的细分方法。基于对浙江省某三级甲等综合性医院的调查。首先调研设计,通过聚类分析将其医疗客户群细分为6类群体,并提炼出各类客户群体的人口统计特征和需求感知特征;然后有针对性地提出客户价值管理的策略;最后指出基于客户价值进行医疗服务优化的具体措施。

Using value segmentation variables is the most effective way of market segmentation.It is based on the empirical survey of a tertiary general hospital in Zhejiang Province.Firstly the survey was designed based on customer value, divide the customers into ~ix groups through cluster analysis, and then abstract the demographic characteristics and needs of each group.Secondly, a strategy on customer value management was brought forward accordingly.Lastly, several specific measures were recommended for the hospital to optimize medical services.