基于服务质量差距模型的医院服务营销实践

The practices of the hospital services marketing according to gaps model of services quality

面向全国的医药卫生体制改革方案虽然还没最后确定,但是市场机制的作用在医疗服务提供中将是不能忽视的重要力量。市场机制的核心就是按着需求来调配资源满足顾客需求。医院的服务营销是医疗服务的内在要求,是医院经营管理的应有之意,是医疗服务质量的基础。结合服务质量差距模型理论进一步阐述了"以病人为中心"的服务理念和"弥合差距"的服务营销实践。

Market mechanism plays the most important role during providing medical services, although the blue print of the health care system reforms hasn＇t been established. Resource allocation based on the demand of patients is the core value of the market mechanism. Hospital services marketing is internal traits, inherence of hospital management, basement of medical services＇ quality. This paper describes the practices of the hospital services marketing according to the gaps model of services quality and the idea of ＂patient-orientated＂ .