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论文编号：	8740
作者编号：	2120142755
上传时间：	2016/12/7 21:57:08
中文题目：	HY医疗诊所的服务营销问题及解决方案
英文题目：	The problems of HY clinic marketing services and solve methods
指导老师：	李勇建
中文关键字：	医疗诊所;服务营销;解决方案
英文关键字：	medical clinic;service marketing;solution
中文摘要：	我国现有的公立医院运营模式一直存在着计划经济时期的遗留问题，主要原因有，其一公立型医院垄断化比较明显，很多医疗机构依托于政府财政扶持；其二医疗行业的市场化并不彻底，医护人员营销观念普遍比较薄弱；其三营利性医疗机构所占市场份额少，医疗市场资源分配不均等问题得不到良好的改善。随着近年来欧洲私人诊所观念的引进，国内增加了很多专业化的私人诊疗机构，这些医疗机构以差异化经营模式为对医疗行业的市场化进程起到了良好的推进作用，但是私人营利性医疗机构的目标客户群体观念的改变和所在区域医疗市场化改进还是任重道远。本文通过企业营销战略的理论对医疗机构的市场营销状况进行分析，列举出了HY医疗诊所的市场服务营销问题，制定诊所服务营销战略，确定了HY医疗诊所的服务营销战略实施方案，从而提高HY医疗诊所的竞争优势。 本文共分为五个部分，第一部分为绪论介绍了全文的研究背景、意义和研究内容。第二部分为相关理论回顾，主要介绍了SWOT理论、STP理论、PEST分析法、五力模型分析法、服务营销等相关理论。第三部分为HY医疗诊所的现状及问题分析，主要介绍了HY医疗诊所的概况及存在的营销问题。第四部分为HY医疗诊所的市场定位及营销策略，从HY医疗诊所所在的外部环境和内部环境两个方面进行分析制定战略，同时通过市场调研、市场细分、目标市场的选择来确定HY医疗诊所的市场定位。第五部分为HY医疗诊所的服务营销战略方案的实施保障，运用了产品策略、价格策略、渠道策略、促销策略等四种方式进行服务营销策略的制定，通过人员的保障、组合媒体的保障、老客户的维系等几个方式确定营销策略的落实。
英文摘要：	Chinese medical institutions have always been existed the problems of the planned economy period, First of all public hospital have been monopoly all the time, their suppliers often rely on government financial support, secondly the health-care industry has not completely marketized, hospital workers have weak marketing concept, thirdly profitable hospital hold little share of markets, problems such as uneven resource allocation have not been improved yet. With the introduction of European private clinics concept in recent years, China has increased a lot of specialized private hospital, It’s unique variation management mode play a role to boost for the marketization of medical industry, but the patients’ concept of medical consumption and the marketization of medical industry need a process of improvement. This article analyzes the service marketing problems of HY clinic, through the enterprise strategy theory to analyze the marketing situation of medical institutions, and develop service marketing strategy, to put service marketing strategy into effect, so as to improve the competitive advantage of HY clinic. This article is divided into five parts., The first part is basic introduction of to the whole article about research background, research significance, research content. The second part is reviewing the relative theory including SWOT theory, STP theory, PEST analyze, Porter's five forces competitive model, service marketing theory and so on. The third part is about HY clinic’s current situation and problems analyze, mainly introduce HY clinic brief introduction and problems of marketing. The fourth part is about HY clinic’s marketing strategy analysis and marketing positioning, analyze the two aspects of the external environment and the internal environment of HY clinic to make strategy, at the same time through the market survey, market segmentation, target market’s selection, to make sure the market positioning of HY clinic. The fifth part is about the guarantee of HY clinic marketing strategy and implement, this part use the theory of product strategy, price strategy, promote strategy, place strategy to formulate service marketing strategy, through the employee security, the guarantee of combination of media, and the maintenance of old patients and so on to make sure the marketing strategy implementation.
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