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论文编号：	2654
作者编号：	2120082304
上传时间：	2010/6/22 15:01:13
中文题目：	新医改背景下的公立医院营销策略研究
英文题目：	The Study on Marketing Strategy of the Public Hospital under the New Medical Reform
指导老师：	吴晓云
中文关键字：	新医改 公立医院 营销策略
英文关键字：	new medical reform，public hospital，marketing management
中文摘要：	在现有的医疗卫生服务体系中，公立医院凭借对人才的垄断在和民营医院的竞争中处于优势地位，对营销管理不够重视。在新医改这一关系全局的政策背景下，这种状况将被逐步打破。基层公立医院因政府的大力扶持获得了新的发展机会，民营医院将以更强势的姿态参与市场竞争。在未来的医疗服务市场，无论是公立医院还是民营医院，都要在激烈的市场竞争中寻求自己的一席之地。医院管理已经进入经营时代，营销管理将成为医院管理的重要内容。用市场营销相关理论分析公立医院营销管理存在的问题，区分各类公立医院的目标市场和产品定位，制定符合实际的市场营销策略，既是医院营销管理实践的需要，也是本文的研究目标。 本文就是在这一目标的指引下展开详细的论述，主要分成以下8个部分：在绪论中简要介绍了本文的基本结构和研究内容。第二章回顾和梳理市场营销管理、服务营销等相关理论，为本文的观点的阐述奠定基础。第三章通过资料和文献的整理和归纳，对公立医院现状及发展趋势进行了概括，并总结了公立医院在营销管理方面存在的主要问题。第四章、第五章、第六章是本文的核心，根据目标市场的差别，把公立医院分成全国性公立医院、区域性公立医院、社区基层公立医院三类，分别制定营销策略。第七章结合我国公立医院发展实际，提出了实施策略建议。最后是对全文的简要总结。 本文的创新之处在于对医院营销管理进行了探索性的研究。通过对医疗市场现状和发展趋势的分析，提出了在医改政策影响下，医疗服务市场竞争日趋激烈，营销管理成为将公立医院管理重要内容的基本观点。区分各类公立医院不同的目标市场并分别制定营销策略是本文的另一个创新点。
英文摘要：	In the existing health service system in our country, because of the monopolized talent, the public hospitals have the upper hand in the competition with the private hospitals. the public hospitals pay less attention on the marketing management， but it will be change after the new medical reform. In the Government's support, the primary public hospitals will get more develop chances. In the coming medical service market system, the private hospitals will ahead into the market competition stronger. The public hospitals and the private hospitals will struggle to survive and develop in fierce market competition. Management in the hospital has coming into schedule, and the marketing management will become more and more important. Based on marketing tactics theory to analyze, the public hospitals have a lot of problems. The target marketing segmentation and the marketing strategy establishment are the needs of the hospital marketing management practices, and also the main idea of this paper. The subject has been divided into eight sections in this article. Chapter One, as an introduction, follows a brief description of the basic structure. Chapter two shows the correlative theory of marketing management and service marketing, which establish basis for this paper research. Chapter three, through summed up and generalized through data arrangement, expounds the present situation and developmental tendency, and analyzes the existent problems of marketing management for the public hospitals. The core of the thesis, based on the target market differences, the public hospitals can be divided into three types: nation-wide public hospital, regional public hospital and community hospital. And the three types’ hospitals are selected and elaborated in details in terms of strategies. Chapter seven, in light of the actual development of the public hospital, some suggestions for the implementation of marketing strategy are put forward. The closing part gives an outline of the main ideas among this dissertation. The innovation of this thesis lists some tentative researches to the Chinese hospital marketing management. Through the analysis the actualities and developing trend of medical market in our country, this article presents that under the influence of the health care reform, the medical service market competition is becoming much tense, and the marketing management will be an important aspect of the public hospital management. Another innovation of the paper is, thinking over the difference of the different kinds of objective market for the public hospitals, there are different strategies to deal with.
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