大型公立医院网络营销能力评价指标体系的构建研究

Studying on The Construction of Evaluation Index System of Network Marketing Ability in General Public Hospitals

目的:构建一套科学、客观、可行的大型公立医院网络营销能力评价指标体系。方法:以理论分析为基础,将网络营销文献作为研究重点,通过专家访谈法来确立初步指标结构,随后利用德尔菲专家咨询法,经过2轮专家咨询后确定各项指标及其权重,构建大型公立医院网络营销能力评价指标体系。结果:构建的大型公立医院网络营销能力评价指标体系涵盖一级指标3项,二级指标27项,专家咨询代表性和可信度高。结论:基于德尔菲技术的大型公立医院网络营销能力评价指标体系不仅可为考评大型公立医院网络营销能力提供科学依据,也可为大型公立医院开展网络营销实践指明需达到的工作目标。

Objective To construct scientific,objective and feasible evaluation index system of network marketing ability of general public hospitals.Methods Based on the theoretical analysis,literature on network marketing was taken as the research focus.The preliminary index structure was established by expert interview method,followed with Delphi expert consultation method to determine each index and its weight.Then the evaluation index system of network marketing ability of general public hospitals was constructed.Results The evaluation index system of network marketing ability of general public hospitals includes 3 first-grade indexes and 27 second-class indexes.The expert consultation is more representative and reliable.Conclusion The evaluation index system of network marketing ability of general public hospitals based on Delphi technology can not only provide scientific basis for evaluating the network marketing ability of general public hospitals,but also point out the goals to be achieved in their practice of network marketing.