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论文编号：	7216
作者编号：	2220120518
上传时间：	2015/6/2 16:51:34
中文题目：	圣禄嘉妇产医院营销策略研究
英文题目：	The Marketing Strategy Research of Sun love maternity hospital
指导老师：	杨斌
中文关键字：	关键词：妇产医院 顾客关系 SWOT 分析服务营销
英文关键字：	Sun Love maternity hospital, Customer relationship , SWOT analysis, service marketing
中文摘要：	社会变迁、经济发展，我国产业结构也随之发生相应的变化，市场分化越来越细致，母婴产业是新经济形势下的一大亮点，近年来已被越来越多的投资者青睐。第三次婴儿潮（baby boom）在世界范围内产生广泛影响，2005年—2020年期间，我国将迎来生育高峰，这将为母婴保健以及孕产服务带来极大机遇与挑战。政府全面放开了“单独二胎”政策，妇产领域这个市场的蛋糕更大了，而且这块大起来的蛋糕面对的不是一般的人群，大多是具备一定消费能力的高端人群。我国关于深化医疗卫生改革的政策相继出台，医疗服务市场正逐步放开，很多民营资本参与医疗市场，民营医院如雨后春笋般出现。圣禄嘉妇产医院作为其中之一，将面对来自方方面面的竞争。因此，树立正确的市场定位、品牌理念、营销策略，建立更高水平的系统化服务，有利于医院加强核心竞争力，在激烈的竞争中胜出。本文是在医改的大背景下撰写，结合营销策略、品牌管理等相关理论以及在医院筹建过程中的亲身经历，对圣禄嘉妇产医院的发展战略进行深入研究，利用SWOT分析法对圣禄嘉医院的优势、劣势，机会与威胁进行分析，探析医院所处的营销环境，找出存在的问题与原因并对其营销策略提出相应的建议。希望通过本文的研究能够帮助圣禄嘉妇产医院实现初步诊断，有的放矢的扬己之长，在市场竞争中脱引而出，同时也希望此篇研究给其他同行制定营销策略时提供借鉴和参考。
英文摘要：	With the obvious development of social economy, the constant changes in industrial structure and market segmentation, maternal and infant industry become a new economic growth point, so many popular investment industries in recent years. The third baby boom in the 80s and 90s will have a great impact to the world economy . During the period of 2005-2020, the number of women of childbearing will reach the highest peak of history, which objectively will also provide opportunities and challenges of quick development for maternal and infant industry. As the government has opened up " Separate Two Foetuses " policy fully, the market cake of maternity areas becomes bigger, and the bigger cake doesn’t face the general people, but mostly the high-end crowd with certain consumption ability. With the reform policy about deepening the medical and health care issuing, the medical service market is opening gradually .A large number of private capital is pouring into the medical market. Sun Love maternity hospital which built in last year Is one of them, will have to face competition pressure from all types of hospitals. Therefore, establishing correct market positioning, brand concept , marketing strategy and setting up system services of higher standards, will enable the hospital stand out in the fierce competition, and form their own core competitiveness. In this paper, under the background of medical and health system reform, combined with the relevant theory of service marketing and personal experience in the process of hospital preparation , it will deeply study the development strategy of Sun Love maternity hospital, using SWOT matrix to analyze the advantages and disadvantages of the hospital and external opportunities and threats , and so clears about the hospital marketing environment, finds out the existing problems and reasons and puts forward corresponding suggestions for the marketing strategy. We hope that this article can help Sun love maternity hospital to achieve preliminary diagnosis, play greatest strengths in target and get the advantage in the intensemarket competition, and also hope to be able to provide reference for marketing strategy to other same type hospitals .
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