摘 要

我国加入WTO和公立医院改革的推进,国家开始鼓励社会资本进入医疗服务行

业,医疗服务市场更加放开。民营医院、外资医院不断的进入,在医疗市场上形成了

多元化的办医格局。随着我国医疗保险的广覆盖,人们日益增加的健康需求,非营利

性大型公立医院在医疗市场的优势已被削弱。怎样适应医疗服务市场的新形势,公立

医院面临新的挑战。S医院是四川省内一所大型非营利性三级甲等公立医院,集医疗、

教学和科研为一体。经过数十年的发展,已成为了省内一家综合实力较强的知名医院。

随着民营医院、外资医院市场营销开展的如火如荼,S医院领导层己意识到公立医院进

行市场营销的必要性,并逐渐将市场营销引人医院,但由于没有系统的医院市场营销

理论作指导,其营销活动处于摸索、探讨阶段,存在着员工营销意识不强,重视不够,

目标市场模糊,市场定位不明确,没有专门的市场营销组织机构等问题。本文对这些

问题,以市场营销理论为指导,利用SWOT分析工具,对S医院在竞争中的优势、劣

势、机会和威胁进行了系统的分析。通过市场细分,明确目标市场,确定了市场定位。

树立并强化医院营销意识,创建医院品牌,制定以服务营销、内部营销、外部营销和

关系营销等多种营销组合策略。并从组织、人员和经费等方面给予保障,以实现S医

院可持续发展。

目前90%以上的医疗资源掌握在非营利性公立医院手中,S医院作为其中的一员,

本文的研究对我国大型公立医院应用营销策略具有一定的借鉴意义。

关键词:公立医院;SWOT分析;营销策略

西南交通大学硕士研究生学位论文
第丨丨页

Abstract

The government began to encourage social capital to enter the health care industry with

China's accession to WTO and advance of the public hospital reform. Medical services

market becomes more open. A diversified medical service pattern has formed after the

private and foreign-owned hospitals' entering .With the wide coverage of health insurance,

there is a growing demand for health by people, the advantage of nonprofit major public

hospital in the medical market has been weakened.

How to adapt to the new situation of the medical service market, public hospitals are

facing new challenges. S Hospital is a large nonprofit hospital in Sichuan province, which is

the National Class A of the Third Grade Hospital and combines medical treatment, teaching

and research as a whole. After decades of development, it is famous for its strong

comprehensive strength in treatment and research.

With the full development of private hospitals and foreign hospitals, the leadership of S

Hospital has realized the importance of marketing for public hospitals and gradually

develops it. However, there is no systematic marketing theory as a guide, and its

marketing activities is at an early and the exploratory stage,there are some problems, i.e.

lack of marketing sense, inadequate attention, unclear target market,uncertain market

positioning , there is no marketing department and so on.

This paper explains these issues on the basis of marketing theory, takes use of SWOT

analysis tools to analyze the strengths, weaknesses, opportunities and threats of S hospital in

the market competition. By means of determining the market positioning through market

segmentation , identifying target market, establishing and strengthening the awareness of

hospital marketing, creating hospital brand, making marketing mix strategy including

marketing service, internal marketing, external marketing and relationship marketing .As

well as giving protection in organization, personnel and funding, etc. Therefore, S hospital

can achieve sustainable development.

Currently more than 90% of medical resources rest in the hands of public hospitals

(nonprofit hospital), S hospital is one of public hospitals. This study on the Application of

China's large public hospital marketing strategy has certain significance.

Key words: public-hospitals; swot analysis; marketing strategy