基于服务营销理论的医院价格策略探讨

Study on price strategy of hospitals based on the service marketing theory

随着医疗服务行业竞争日渐激烈,公立医院必须树立市场观念,制定营销战略,实施服务营销策略组合(7PS)。价格策略是服务营销策略组成的重要组成部分,文章以作者所在的地市级三甲医院为例,分析了医院当前的定价方式,运用服务营销理论确定了定价目标,并阐述了在实践中如何具体实施医院的价格策略。

Because of the fierce competition of the medical service industry,public hospitals must estabhsh market concept, develop marketing strategies,and implement service marketing policies mix （7Ps）. Pricing policy is an important component of service marketing policies. Taking the hospital where the author works as an example, the article analyzes its current pricing mod- el, uses service marketing theory to determine the pricing objectives, and describes how to implement the hospital＇s pricing strategies in practice.