II
Abstract
With the rapid development of China’s economy, The diversity of the economy
drives people to pursue diversified demands, after nearly a decade of development,
medical institutions organized by social forces have become an important force to
ease the contradiction between supply and demand in the medical market. but,
services provided by private hospitals are one-sixth less than such an event in public
medical institutions, which means the gap with public hospitals is still very large.
Issues that how do private hospitals survive and establish a foothold in fierce market
has been placed in front of private hospitals like the TR hospital.
With the guidance of marketing theory, this paper conducts a case study of a
private non-profit comprehensive hospital such as TR hospital, analyzes its macro,
micro and competitive environment, demonstrates the current marketing situation and
clarifies the competitive position of hospitals in the medical market competition in JZ
city. Based on researches above, this article figures out several problems existed, such
as the lack of systemic sales promotion, the deficiency of diversified promotions
channel, and insufficiency of scientific marketing organization, and meanwhile, this
article refer that the reasons that result in issues we mentioned are the shortage of the
marketing consciousness, the lack of right talents, the disorganization of manegment
and the scarcity of liquidity. Through the segmentationof hospitals competitive
market, it is suggested that TR hospital pay full attention to the segmentation market
of trauma patients, enterprise and institution workers, health examination and old
people and children on the basis of full coverage of the JZ city demonstration area
market. As the provincial regional medical center, the major specialized units
should be radiated to the whole province and surrounding areas. The general
specialized units should cover the city and the surrounding cities. In addition, as a
marketing leader, TR Hospital should consider specialized units construction as the
engine to promote the whole hospital medical level and adopt the differential
competition strategy to meet the diversified demands. According to the segmentation
market, this paper, combining with 7PS theory, proposes TR hospital several
suggestions of the improvement of marketing combination strategies. First of all, it is
III
suggested that TR hospital build up the whole medical process service brand in the
center of cardiovascular and cerebrovascular, the center of trauma, the medical center
of children and the center of geriatric medicine. Additionally, on the basis of low
price and high service quality, TR should implement differential pricing and pricing
to market for specialized units; and meanwhile, on the bottom of community, expand
marketing channels and develop enterprises and institutions contract medical
treatment and government projects. Thirdly, in terms of promotion tactics, TR
hospital is supposed to use advertisement tactics to build up a good image of the
hospital, personnel sale to gain reputation and business extending to increase market
share, and emphasize whole process internal marketing. Besides, TR is expected to
deal with all kinds of public relations to guarantee barrier channels unimpeded. As for
security measures, TR is expected to establish essential position of the marketing
organization, pay more attention to the personnel funds, and seek for the
breakthrough points on the development of informationization, big data and artificial
intelligence so as to ensure the successful implementation of various strategies, and
finally help TR Hospital realize the social benefit as well as economic benefit and
also provide reference marketing strategies for the same type of private hospitals.
Key words: TR Hospital; private hospital; marketing strategy
IV
目录
摘要 ..... I
Abstract ........... II
目录 .... IV
第一章 绪论 .......... 1
第一节 研究背景及意义1
第二节 研究内容与方法3
第三节 论文的创新点 .... 5
第二章 TR医院服务营销环境分析 ... 6
第一节 微观环境6
第二节 宏观环境 ......... 10
第三节 竞争环境 ......... 14
第三章 TR医院的服务营销策略现状及问题分析 .. 22
第一节 TR医院的服务营销策略现状22
第二节 TR医院服务营销策略存在的问题 .... 24
第三节 TR医院服务营销策略问题成因分析 .26
第四章 TR医院目标市场选择与定位29
第一节 TR医院SWOT分析 .... 29
第二节 TR医院市场细分 ........ 32
第三节 TR医院目标市场选择 . 37
第四节 TR医院市场定位 ........ 38
第五章 TR医院服务营销策略的完善40
V
第一节 产品创新策略 . 40
第二节 差别定价策略 . 41
第三节 渠道拓展策略 . 43
第四节 促销组合策略 . 45
第五节 内部营销策略 .. 47
第六节 关系营销策略 . 48
第七节 有形展示策略 . 49
第六章 TR医院服务营销策略的保障措施 ........ 51
第一节 组织与制度保障 ..........51
第二节 人才与资金保障 .......... 52
第三节 信息与技术保障 ..........53
参考文献54
个人简介56
致谢 .... 57。。。。。。