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论文编号：	11191
作者编号：	2320170563
上传时间：	2019/12/8 23:13:34
中文题目：	Y民营医院服务营销组合策略研究
英文题目：	Research on service marketing mix strategy of Y private hospital
指导老师：	刘建华
中文关键字：	市场定位；民营医院；营销组合策略；服务营销
英文关键字：	Market Position；Private Hospital；Marketing Mix Strategies；Service Marketing
中文摘要：	我国经济的快速腾飞，以及人口老龄化程度的加剧，促使人民在医疗方面的消费需求向快速增长和灵活多变的方向发展。但医疗服务供给与人民日益增长的多元化就医需求之间的供需矛盾也日渐尖锐，医疗资源不匹配和医患矛盾突出等现象趋于常态化，甚至逐步成了我国医疗卫生服务事业发展中的老大难问题。于是，国家从2009年的“新医改”开始提出了多项扶持民营医疗机构开展的政策，用以缓解严峻的医疗资源短缺的现状。随后几年各地迎来了民营医院的快速发展的局面，其数量在2015年超过了公立医院并持续快速增长，但其所有制性质注定了民营医院获得国家或地方政府补贴的可能性相对较小，而且在人才引进、晋升渠道和后背储备等方面，民营医院具有绝对劣势。 随着医疗行业的快速发展和人民消费能力的提高，消费型医疗模式从医疗行业的发展趋势中逐步衍生出来，其中的医疗美容市场和口腔美容市场更是取得了长足发展。同时，伴随着国内外资本对于消费型医疗市场容量和潜力的看好，越来越多的资本涌入此市场中，大大小小的医疗机构陆续开业，行业竞争格局逐步形成，机构中的马太效应也逐步显现。新成立的Y医院在激烈的竞争环境中如何生存和发展，采用适合自身特点的战略战术是必不可少的。 本文利用相关方法针对Y民营医院服务营销组合策略进行了研究分析。首先，运用PEST工具对Y民营医院所处行业的宏观环境进行分析，提出重点发展医疗消费性医疗模式的构想。其次，运用五力模型从竞争环境中的五个维度进行分析，从而得出采用“差异化战略”的应对策略。第三，运用SWOT态势分析法对Y民营医院的内部优势、内部劣势、外部机遇和外部威胁进行分析，并得出增长型战略较为适合Y医院目前发展的结论。然后采用STP分析方法在市场细分、目标市场和市场定位方面进行量化和分析，针对目标顾客筛选出覆盖区域半径5公里、年龄在25-35岁之间的白领阶层群体上。最后利用7Ps营销组合，合理利用自身资源和特点，优化相关配置并坚决执行。 最后，文章提出还应从内部优化组织和人员保障，并辅以服务补救保障和信息化保障等手段加以配合，来确保相关营销战略和策略以内外结核的方式的逐步实施。
英文摘要：	With the rapid development of China's economy, as well as the aggravation of the population of aging degree, the rapid growth and flexible development of the consumer demand has been promoted in medical care. However, the contradiction between the supply and demand of medical services and the people's diversified rising demand for medical treatment is also increasingly acute. The mismatch of medical resources and the obvious contradiction between doctors and patients tend to be a phenomenon, and even gradually become a chronic problem in the development of China's medical and health services. Therefore, since the "new medical reform" in 2009, the government has proposed a number of policies to support the development of private medical institutions, in order to alleviate the severe shortage of medical resources. In the subsequent years, the number of private hospitals in 2015 was more than the public hospital with sustained and rapid growth. Although the possibility for the private hospitals to receive local government subsidies are relatively small, its reservation of talents, promotion channel, private hospitals have the absolute advantages. With the rapid development of the medical industry and the improvement of people's consumption ability, the medical beauty and oral beauty market have grown fast in the consumption-oriented medical mode. Meanwhile, because the domestic and foreign capital are more optimistic on the capacity and potential of consumption-type medical market, more and more investments have been poured into this market. With more and more medical institutions have been opened successfully, the Matthew effect in the industry competition pattern has gradually formed. It is essential for the newly established Y hospital to adopt suitable strategies and tactics for its own characteristics in order to survive and develop in the fierce competitive environment. This paper use relevant methods in doing research and analyze the service marketing mixed strategy for Y private hospital. Firstly, taking advantage of PEST tool to figure out the macro environment of Y private hospital industry , in order to enlighten the idea of focusing on the development of medical consumptive medical model. Secondly, the five forces model is used to analyze the five dimensions of the competitive environment, so as to obtain the strategy of "differentiation strategy". Thirdly, SWOT analysis is adopted to find out the internal advantages, internal disadvantages, external opportunities and external threats for Y private hospital, and the conclusion is drawn that the revenue growth strategy is more suitable for the current development of Y hospital. Then, the STP analysis method is used to quantify market segmentation, looking for target market and positioning the market. Targeted at the customers, such as white-collar workers aged 25-35 within the distance of 5 km. Approaching the end, the marketing mixed of 7Ps is used to planning efficient use of medical its own resources. Categorize and optimize the relevant allocation and its implementation. In fact, to fulfilled relevant marketing strategies is not only by having a strong execution, but also need the assistance and coordination within organization, as well as other parties from outside. Finally, this paper has suggested that the internal optimization of organization and personnel security, supplemented by means of service remediation and information security, to ensure the gradual implementation of relevant marketing strategies and strategies from inside out.
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