国外营销学界关于医院市场导向研究

Marketing research overseas on hospital market orientation

随着我国社会主义现代化建设的发展，类似医院的非营利组织规模与数量日益扩张与提高，政府从根本上降低了医院的资金补助，医院相关部门构建商业化营销观念已是必然趋势。新世纪以来，我国营销学者就市场导向进行系列实例证明，营造出积极的研究环境，然而国内市场导向多以营利企业为对象，极不重视对医院等非营利组织的市场导向研究。对此，本文就国外营销学界对医院市场营销的研究成果，参照相关资料与文献对医院市场导向概念、测量以及医院效益关系进行浅述，为我国医院市场导向提供研究方向。

With the development of social modernization construction in China, the size and number of nonprofit organiza- tions, like hospitals, are expanding and increasing. The government reduced the fund support to hospitals fundamentally. To build commercial marketing concept for hospital is an inevitable trend. Since 21st century, the Chinese marketing scholars have done a series of examples on market orientation and created a positive study environment, however, the domestic market orientation＇s objects are mostly seeking profit enterprise. Scholars attach little importance on study of market orientation of nonprofit organiza- tions like hospital. For that matter, the paper on the basis of the research achievements on hospital marketing by overseas scholars and referring to related documents, states concept and measurement of hospital market orientation and hospital benefit relations, offering the research direction for market orientation of hospitals in china.