试论公立医院加强服务管理的情感管理与市场营销策略分析——以如皋市人民医院为例

Strengthened management of public hospitals Emotional Management and Marketing Strategies——A Case Study in Rugao People's Hospital

该研究采取理论分析与案例研究相结合的方法 ,以公立医院采取何种方式提高服务质量为切入点,构思了一套内部管理方案。通过分析公立医院提高服务管理的必要性,明确情感型管理的优势性以及市场营销的可行性,结合公立医院改革形势,提出了以情感管理为主,合理运用市场营销理论来提高服务质量的管理经营模式。

In this paper, theoretical analysis and case studies take a combination of approaches to public hospitals on ways to im-prove service quality as the starting point.conceived a set of internal management program. By analyzing the necessity of improving public hospital service management, benefits and feasibility of marketing management affective clear, combining public hospital re-form situation, and proposed management of the main emotional, rational use of marketing theory to improve the quality of service management business model.