中国医疗机构市场营销观念剖析

Analysis on Concept of Marketing of China's Medical Organization

营销是医疗机构面临的新课题 ,医院营销首先必须解决转变服务营销观念的问题。我国医疗机构目前存在着以医院、疾病、患者为中心的服务观念 ,前两者显然不能作为企业化医疗机构进行营销活动的指导思想。树立以患者为中心的服务观念 ,应根据营销原理 ,实行目标市场营销 ,以患者及其需求为研究的中心内容 ,寻求市场优势 ,并建立营销型的管理体制。

Marketing is a new subject for medical organization, hospital marketing should change idea of marketing and services. In our country, idea of services is for hospital, disease and patient, though hospital and disease cannot be taken as the guidance of marketing in medical corporation. Establishing idea of serving patients should be in accordance with principle of marketing, carry out goal marketing, focus on the need of patients, seek advantage of market and build system of marketing management.