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论文编号：	14336
作者编号：	2120213385
上传时间：	2023/12/12 9:17:32
中文题目：	YA口腔医院医疗服务营销评价及提升策略研究
英文题目：	Research on Medical Service Marketing Evaluation and Improvement Strategies of YA Dental Hospital
指导老师：	张晓飞
中文关键字：	医疗服务营销；YA 口腔医院；7Ps；层次分析法；模糊综合评价法
英文关键字：	Medical Service Marketing;；YA Dental Hospital；7Ps Marketing Strategy；Analytic Hierarchy Process; Fuzzy Comprehensive Evaluation Method
中文摘要：	近年来，受社会经济平稳增长、消费水平不断提升、医疗技术快速发展、 医疗体制改革和医疗卫生事业不断深入等因素影响，我国口腔医疗行业发展迅 速。此行业具有利润丰厚、回报周期短的优点，引得各界资本竞相追逐。在以 高质量发展为价值导向的背景下，民营口腔医疗机构必然面临更高的社会要求、 更尖锐的问题和更激烈的竞争。如何以更精准的战略定位、更合理的资源配置、 更高效的服务营销策略发现和满足消费者的需求，弥补短板、提高医疗服务水 平质量，是民营口腔医疗机构持续发展的必须解决的问题。本文以 YA 口腔医院 作为研究对象，对其医疗服务营销现状以及存在的问题进行分析，并提出精准 的优化策略。 首先，通过对梳理和研究服务营销、顾客满意、医疗营销服务评价的内涵， 回顾相关理论，然后利用 PEST 分析、波特五力模型、SWOT 分析三大环境分析 工具，深入剖析 YA 口腔医院所处的宏观环境、在行业中的竞争现状以及医院的 优势、劣势、机会和威胁。其次，分析医院医疗营销服务方面的现状，运用层 次分析法构建符合医院实际的医疗服务营销评价指标体系。向在医院就诊过的 患者发放医疗服务营销评价的调查问卷，再根据模糊综合评价法对数据进行处 理，找出医院医疗营销服务中存在的问题。结果显示，YA 口腔医院的患者整体 上对医院的产品、价格、人员比较满意，对促销、有形展示、服务过程不满意。 最后，通过 7Ps 营销组合策略，围绕七个方面因素制定针对性的服务营销提升策 略，以提升医院整体的医疗服务营销水平。此外，提出制度、组织、文化、技 术、资金五个方面的医疗服务营销提升策略的实施保障，助力医院实现高质量 发展。 笔者希望通过本研究能够帮助 YA 口腔医院在口腔医疗市场的竞争中脱颖 而出，同时也希望此研究能够给其他民营口腔医院在制定医疗服务营销提升策 略时提供一定的借鉴和参考。
英文摘要：	In recent years, influenced by factors such as stable socio-economic growth, continuous improvement in consumption levels, rapid development of medical technology, reform of the medical system and continuous deepening of the medical and health industry, China's dental industry has developed rapidly. This industry has the advantages of abundant profits and short return cycles, attracting various sectors of capital to compete and pursue. In the context of value oriented high-quality development, private dental medical institutions are bound to face higher social requirements, sharper problems and more intense competition. How to discover and meet consumer needs, make up for shortcomings and improve the quality of medical services through more precise strategic positioning, more reasonable resource allocation and more efficient service marketing strategies is a problem that must be solved for the sustainable development of private dental medical institutions. This research takes YA Dental Hospital as the research object, analyzes the current situation and existing problems of its medical service marketing and proposes precise optimization strategies. Firstly, reviewing and researching the connotations of service marketing, customer satisfaction and medical marketing service evaluation. Then, using PEST analysis, Porter's Five Forces model and SWOT analysis tools to deeply analyze the macro environment and competitive status in the industry. Also, using SWOT analysis tool to analyze advantages, disadvantages, opportunities and threats of YA Dental Hospital. Secondly, investigating the current situation of medical marketing services of YA Dental Hospital and using Analytic Hierarchy Process to construct a medical marketing service evaluation index system that is in line with the actual situation of the hospital. Distributing survey questionnaires to medical marketing service evaluation to patients who have visited the hospital and using the fuzzy comprehensive evaluation method to identify problems in the hospital's medical marketing services by processing the data. The results show that patients of YA II Abstract Dental Hospital are generally satisfied with the hospital's products, prices and personnel, while they are not satisfied with promotions, tangible displays and service processes. Finally, through the 7Ps marketing mix strategy, targeted service improvement strategies are developed around seven factors to enhance the overall medical marketing service level of the hospital. In addition, propose implementation guarantees for medical marketing service improvement strategies in five aspects: system, organization, culture, technology and funding to help YA Dental Hospital achieve high-quality development. I hope this research can help YA Dental Hospital stand out in the competition of the dental medical market,and also hope it can provide certain reference for other private dental hospitals in formulating medical service marketing improvement strategies.
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