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论文编号：	463
作者编号：	2120062296
上传时间：	2008/12/20 15:33:45
中文题目：	泰心医院服务营销策略的研究
英文题目：	The Research on the Service-ma
指导老师：	李东进
中文关键字：	非营利医院 泰心医院　服务营销<
英文关键字：	nonprofit hospitals; TICH; ser
中文摘要：	随着我国医疗保险制度改革和加入WTO后医药市场开放，众多医院面临着竞争更为激烈的巨大挑战。医院已从单纯的卖方市场转向买方市场，逐渐进入“以病人为中心”，给就医者提供高质量的服务为运作主题的新竞争领域。面对市场挑战，医院除了注重医疗质量的提高外，还必须尽快增强服务营销意识，以服务营销来理念经营和管理医院。本文正是以在这样的大前提下，针对泰心医院的具体情况提出了一些服务营销的策略。 泰心是泰达国际心血管病医院的简称，坐落在天津开发区三大街，是由开发区政府投资兴建的一所公有非营利性的、三级甲等的心血管病专科医院。2003年9月26日开院正式投入使用，共投资7.2个亿，病床600张，手术室16间，设计年心脏手术和介入治疗量各为10000例以上。医院在进行主体楼设计时从宏观到细节就力求体现科学性、实用性、现代化和信息化。举例来说，信息系统遍布全院每个医生的工作站，医生可以在电脑上查阅修改电子病例，真正意义上现实了无胶片和无纸张；另外，在信息系统的支持下，门诊患者采用一卡通式交费方式，最大程度上缩短了等候时间和反复排队划价的麻烦。 在管理体制上，与其他医院不同，泰心医院是国内唯一按现代企业制度运营和管理的公有制医院，所有权与经营权分离，打破了传统的行政体制，确立自身为无行政级别的单位。在人事制度上，实行真正的全员聘任制，用岗位管理取代身份管理，从而破除了传统的终身制的干部身份管理制度。先进的体制让泰心显示出蓬勃的生命力。 面对市场竞争的加剧以及患者需求的多样化，泰心医院作为一家建成时间不久、技术实力雄厚的三级甲等心血管病专科医院，如何规范营销管理以发挥其专科优势将成为一项艰巨任务，同时泰心医院作为滨海新区投入大量资金兴建的专业医疗服务机构，如何解决服务业在营销实践中所特有的复杂性、艰巨性以及系统性的难题也是对医院管理者提出的一个考验。 本文针对泰心医院营销经验不足、缺乏科学策略指导、传统营销已存在局限性以及服务营销特有问题，在调查研究和阅读文献资料的基础上，运用服务营销理论，采用宏观和微观相结合逐步推进的分析方法，对泰心医院服务营销策略进行了具体研究和制定。 文章绪论部分主要介绍了研究的背景、意义、内容与方法。医院的服务营销是一个比较新的研究课题。有关医院服务质量的管理、服务的设计以及服务的有形展示等方面的研究对医院业的发展有着巨大的现实意义，本文希望通过提出的营销策略对泰心医院的营销实践产生一定的现实意义。 由于医疗行业属于服务业的一个分支，文章主要以服务营销策略制定模式为指导、以7Ps服务营销组合为体系，结合我国非营利性医院的现状，针对泰心医院的具体问题，采用宏观与微观相结合的方法，对泰心医院服务营销策略进行系统地研究，找出医院存在的不足之处并探讨今后的发展方向。 第一部分是全文的理论基础，文章在非营利组织理论的基础上，引入服务市场营销的相关理论，初步构建了医院的营销策略体系。　主要介绍了非营利组织的概念，它的产生发展，其不以盈利为目的、正式性、志愿性、独立自主性和公共利益性的特征。此后，文章介绍了从4Ｐ、到6Ｐ、到7Ｐ几种服务市场营销组合策略，接下来将服务营销策略引入到医疗行业，繁简结合地阐述了医疗服务产品营销策略、零层渠道营销策略、宣传策略、医疗服务内部营销策略。 文章的第二部分主要是针对我国医院营销现状的分析。根据卫生部《2007中国卫生统计年鉴》显示，全国各地区共有非营利性医疗机构十三万多家（具体数字为137639家），而他们普遍存在着性质模糊、体制僵化、服务雷同、竞争激烈、观念落后、人才流失等问题。大部分非营利医院还处于缺乏市场意识的状态。虽然随着医疗市场正在慢慢进入买方市场，现代营销观念悄然渗透到很多医院，但医院的市场营销还处于初级阶段。外部环境对医院营销的制约仍然很大，营销者无法直接把握营销决策实施的最终结果，不能自由获取营销所需的各种资源；医院选择目标市场不准，做不到扬长避短选择自己的目标客户，对自身市场定位不准，无法将自己的整体形象及产品形象正确地传递给消费者。另外，由于旧体制的影响及医疗服务的无形性，人们对于医疗服务的营销认识模糊，特别是医院经营者的陈旧观念远不能适应日益变化的市场的需求。这些都是我国医院营销面临的严峻现状。 文章的第三部分是对泰心医院服务营销环境从宏观到微观的角度给与了分析，这也是营销组合策略产生的具体背景。宏观环境的分析主要指泰心医院所处的国家整体政治环境和卫生政策、天津市及周边地区居民经济状况、人口环境、人们健康观念的变化、科学技术发展对医疗手段的促进、社会心理因素以及入世对于医疗行业的影响等。微观环境的分析大致分为泰心内部环境、就医消费者分析、泰心医院的竞争者分析和公众分析等四个方面。在分析宏观和微观环境的基础上，采用ＳＷＯＴ分析法指出医院的优劣势及外部存在的机会与威胁，并结合分析结果从地域、业务和价格三个方面对泰心进行了定位。 第四部分从五个方面提出了泰心医院的服务营销组合策略，分别是服务产品策略、价格策略、服务促销策略、人员策略和有形展示策略。产品策略主要是树立泰心医院的服务品牌意识、品牌培育、包装和传播；价格策略上，由于公有医院的绝大部分收费都是有物价局来定价的，医院本身没有太多的自主权，但至少应该从日常工作中强化成本意识；要通过软性宣传、培育服务文化等方式实现促销策略；人员策略上一方面要注重内部人力管理，另一方面要加强同患者的沟通；服务有形展示策略则通过环境、功能、社交三要素的组合运用，增强病人就医过程中得到的满足感。 策略的制定影响实施的最终效果，而有效的实施也关系到营销的结果，文章第五部分就从体制、文化和服务过程方面提出了策略的一些实施手段。希望本文的一些浅见能够对泰心医院今后的经营起到一定的促进作用。
英文摘要：	With the reform of Medical Guarantee System and the open of medical market in China, the hospitals face severe competition. The medical market has changed its character from seller's market to buyer's market, and has entered the period of taking patient as center and improving medical treatment serving quality. Faced the challenges, the hospital managers must enhance marketing consciousness and manage the hospitals with the service-marketing conception.The thesis supplies several strategies on the basis of those preconditions. TICH is the abbreviation of Teda International Cardiovascular Hospital, which lies in the east of Tianjin Economic Development Area. TICH is a publicly owned nonprofit hospital. It opened on 26th September 2003. The construction area of the main building is 76000 square meters. The initial investment for it totals 720RMB million. It functions as a clinical, teaching and research center with 600 beds, 16 operation rooms, 80 ICU beds. The planned capacity of TICH is to conduct over 1000 cases of surgical operation and interventional cardiovascular procedure respectively each year. The designer of TICH wants it to reflect science, practicality, modernization and informatization. The advanced image storing and transferring system (PACS) and hospital information system(HIS) make it the first domestic paperless hospital that is comparable to other leading hospital in the world. With the support of HIS, all the outpatient departments use a one-card system where transactions are synchronized. TICH is the first public hospital in China run with modern system of enterprise operation and management. The operation and management are separated from the ownership. The president of the hospital is responsible for the overall management and administration. All employees are engaged on a contract basis under the trusteeship of the local personnel exchange center concerned, which makes employees’ all kinds of insurance completely socialized. TICH shows it’s strong vitality. Faced to more fierce market and patients’ diversified demand, it is a arduous task for Teda International Cardiovascular Hospital(TICH) , a newly-built and highly technological Competent Grade III-A Hospital，to perfect the marketing management to exert its advantage.Meanwhile, the TICH managers also face the challenge of dealing with the complex, ardous and systematic problems during the service-marketing practice. TICH is insufficient in marketing experience and guidance of scientific strategy. On the basis of investigation and broadly reading documents and magazines, using service-marketing theory and macro and micro analysis, the thesis does particular research on service-marketing strategy of TICH. The thesis includes introduction , five chapters and concluding remarks. The introduction of this article is mainly about the study of the background, purport, content and methods. Hospital service marketing is a new field to us all. Hospital services related to the quality of management, design services, as well as the visible display of services in areas. The research on the hospital industry has great practical significance. Chapter 1 is the theoretical basis for full text. The introduction of the non-profit organization theory foundation and the service market marketing's correlation theories has constructed the hospital marketing strategy system initially. This part mainly introduces non-profit organization's concept and its development, focusing on its characters, such as not gaining as the goal, official, volunteering, independence and the public-interest features. The article then introduces several kinds of service marketing combined strategy, like 4p, 6p and 7p. It introduces service-marketing strategy into medical industry and combines with simplified description of the health care product marketing strategy, zero-channel marketing strategy, promotional strategy, medical services in-house marketing strategy. Chapter 2 mainly analysis the present situation of hospital marketing in China. According to "2007 China Health statistics Yearbook", it demonstrates that there are more than 130,000 non-profit medical institutions in China (the concrete digit is 137639). Most of them have the problems like vague consciousness, rigid structure, similar services, intense competition, backward idea, brain drain. The majority of non-profit hospital is lack in market consciousness. Although medical market is entering the buyers' market and the modern marketing idea has been accept by many hospitals, the marketing strategy of hospital is still at the initial stage and the external environment is still a great marketing constraints. The marketers can’t grasp the marketing decision-making to implement the final outcome. They can not access to marketing resources freely. Some hospitals can not select target market and choose their goal customers accurately, and they take the wrong self market-analysis. So they can hardly passed correct overall image to the their consumers. In addition, because of the old system effects and medical services is invisible, people has fuzzy understanding of medical services, in particular, the stereotype hospital manager far can’t meet the ever-changing market demands. All the grim status above are our hospitals facing to. Chapter 3 gives the analysis to TICH service marketing environment from macroscopic to microscopic, which is also the concrete background of the marketing combined strategy. The macroscopic environment's analysis mainly refers to the country overall political context and the health policy, Tianjin and the peripheral locality resident financial circumstance, the population environment, the people healthy idea change, the scientific promotion to medical industry, psychosocial factors and the effects after accession to the WTO. The microscopic analysis of the environment can be divided into TICH internal environment, consumer analysis, competitors analysis and the public analysis. On the basis of analyzing the macro-and micro-environment, the paper uses SWOT analysis to point out that the advantages and disadvantages , external opportunities and threats of TICH. Combined with the results of analysis, it positions TICH from three views --- location, business and price. Chapter 4 gives the service marketing combined strategy of TICH in five aspects, service product strategy, price strategy, service promotion strategy, personnel strategy and the visible demonstration strategy. The product strategy is mainly sets up the TICH service brand consciousness, the brand cultivation , the packing and the dissemination. As the public hospital's major part of price is fixed by price bureau, the hospital has not enough rights in price strategy. TICH should strengthen the cost consciousness from the routine work. To realize the service promotion strategy, we should use soft propaganda and cultivate service culture. For personnel strategy, we should focus on the internal human resource management on one hand and strengthen communication with patients on the other hand. TICH should strengthen the satisfaction feeling of the patient when they seeing a doctor by using the environment, function and communication as the visible demonstration strategy. Strategy formulation influences the final effect, and the effective implementation also relates the marketing result. Chapter 5 gives some implementation methods in system, cultural and the service process. I hope that the paper make some sense to promot the TICH's management.
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