医院体验营销的实施及模型构建研究

The Implementation and Model Construction of the Hospital Experiential Marketing

我国医药卫生体制改革的实施方案明确指出,要不断推进公立医院改革,鼓励民营资本举办非营利性医院。随着医药卫生体制改革的日益深入,医院营销中面临的竞争和挑战也越来越多,医院医疗作为服务的产品形式,传统营销模式与手段已表现出不足,当前以协调医院经营效益与患者利益之间关系的改革成为制约医改成功与否且提升医院竞争力的重要因素。从医疗消费者和医院两方面出发,以体验营销理论为基础,结合医院体验营销差异性、参与性及长期性等特点,从体验设计、体验实践和体验控制三步出发构建医院体验营销实施的模型,分析了体验营销模式的构成要素及实施中注意的问题,为医院进一步实施医疗改革和体验营销提供了借鉴。

The implement scheme of the systematic reform of Chinese medical and health industry has brought forward demanding for the advancement of public hospitals reforms and more opening to private capitals.With the development of systematic reform in medical and health industry,the hospital marketing is facing with increasing competitions and challenges.Thus how to reconcile the interests between the patients and the hospital has become a very important constraint to the success of hospital reform and competitiveness promotion.Based on the experiential marketing theory,this paper constructed the implementation model of the hospital marketing strategies in term with three steps： the design,implementation,and control of experimental marketing plan.Finally practical suggestions to the hospital experimental marketing were discussed in order to set examples for hospital reform and competitiveness promotion.