我国医院营销行为中存在的问题及对策分析

Analysis of Some Problems in Hospital Marketing in China

本文认为,我国医院营销行为中存在的主要问题有:营销意识淡薄,营销观念滞后;营销组织不健全,营销人才缺乏;市场调研不科学,信息反馈不到位;医疗服务同质化,市场开拓能力较弱;医药费用虚高,医疗服务定价不合理;营销手段单一,宣传力度不够;医疗诚信缺失,过度推销严重等等。文章提出,提高医院营销管理水平,一要树立营销意识,更新营销观念;二要建立健全专职营销组织,积极培养和引进营销专业人才;三要充分发挥营销部门的主导作用,实现医院营销手段和营销主体的有效整合;四要加强诚信教育,完善管理机制,遏制过度推销行为。

This article analyses some problems about the conduct of the hospital marketing in china, from aspect with marketing consciousness, marketing organization, marketing jobholders, medical market research, ability of medical market development, medical service product, medical services pricing, medical honesty, promotion combination strategy and so on. To improve level of hospital marketing management, the authors also put forward some countermeasures, such as establishing consciousness of marketing, establishing and improving the professional marketing organization, giving full play to the leading role of marketing department and strengthening education on houner and trust.