美达康连锁齿科是国内口腔医疗服务行业前列公司，公司地处中国四大城
市深圳市，在深圳市具有领先地位。口腔医院与门诊分布在各中心区形成服务
网络广覆盖规模，企业发展态势良好。美达康连锁齿科公司一直以产品服务质
量和高超技术赢得市场，多年来积累了大量客户，每日就诊量较多，但是，公
司内部人员市场营销观念不足，在服务产品项目、价格、营销渠道、促销、人
员、过程、有形展示等营销策略亟待完善。随着国家对医疗行业政策扶持，市
场需求持续高增长，口腔医疗行业前景无限。抓住外部环境机会，避开威胁，II
充分发挥内部竞争优势，是美达康连锁齿科公司的重要选择
在对美达康连锁齿科公司医疗服务营销现状及问题深刻分宜，以及对美达
康连锁齿科公司医疗服务营销环境分析的基础上，认为，美达康连锁齿科公司
应集中于中产阶级与富人群市场客户，寻求与行业竞争者服务差异化，开发高
端产品服务，体现美达康连锁齿科的价值主张。以优质优价策略竞争高端齿科，
以同质同价更优服务竞争公立三甲医院口腔科。建立 VIP 收费诊疗区对客户群
进行营销管理。多元化提高渠道引流，强化网络营销渠道和集团客户营销渠道
精准定位客户群体量身定制促销方案。注重人员服务营销，过程管理控制，服
务环境场景设置。培养和吸引更多的有仁爱之心的医生护士团队，用爱心拓展
口腔医疗市场，关爱公司员工，为员工提供发展平台。员工关爱客户为客户提
供优质服务，公司以人为本为社会创造价值
关键词：
口腔医疗 服务营销 营销管理III
Abstract
Research on Marketing Strategy of
Medical Services for MDK Company
As Massive Health has become the hotspot in industries of capital market, it has
led to the prosperity of medical service industry including dental medical treatment.
For domestic market, with the increasingly deepened reform and opened healthcare
policy as well as gradually entered social capital, foreign capital has been introduced
into domestic medical market. Medical industry scale has gradually increased while
market structure of medical services becomes more and more complicated and
changeable. The larger potential space of dental medical treatment leads a promising
outlook of medical service market based on private dental medical treatment. There
were more than 680 million patients with oral disease in 2016 while only about 30
million persons accepted treatment in stomatological hospital, accounting for 4.6% of
patients with oral disease. The large gap of oral health care brings opportunities for
oral medical market. National 13th Five-Year Plan proposed that social power should
make their contributions to the prosperity of health service. With the improvement of
national standard of living and transformation of consumption concept, dental
patients in our country increase at a rate of 13%-15% every year. However, the
shortage of medical resources and strained relations between doctors and patients
give private stomatological institutions an opportunity to be more and more important.
In order to meet market needs, business leaders attach great importance to the field of
dental medical treatment, but problems of intermingled medical service quality and
overtreatment in oral medical markets caused by shortage of talents, high technical
barrier, inadequate service awareness and lagging operating system of administration
are still exist. Enterprises engaged in oral medical service should develop
scientifically oral medical service marketing strategy through deeply analyzing
national macro policies and industrial environment, market form and customers’
needs. In this way, they can guarantee the sustainable development of their enterprises
by making use of their advantages.IV
As a leading company in domestic oral medical service industry, MDK
Company locates in Shenzhen, one of four major cities of China. Stomatological
hospitals and outpatient clinics locate in central areas to form a wide service network,
demonstrating a good developing trend of enterprise. With quality products and
services as well as advance technology, MDK Company has gained many market
shares and accumulated a large number of clients, with many daily medical
consultations. However, marketing concept of employees from the company is
inadequate, so marketing planning regarding service products, price, marketing
channel, promotion, personnel, process and physical evidence etc. need to be
improved. Upon the support of national policies to medical industry, oral medical
industry is promising with the constantly increased market needs. MDK Company
should make important choices through seizing environmental opportunity, avoiding
risks and making full use of internal competitive edge.
Based on the deep analysis of current situation and problems of medical service
marketing as well as marketing environment of medical service of MDK Company, it
should focus on middle class and the rich, to find the differences with industry
competitors and develop high-end products and services, embodying the value
proposition of their company. Their dentistry should contend with good quality and
low price and their stomatology department should contend with public top three
hospitals by better service at same quality and price. VIP charging treatment zone also
should be established for the marketing and management of client group. They should
improve the ability of diversified channel induction and enhance network marketing
channel and Group customer marketing channel, at the same time to make precise
localization of client group and customize promotion plans. They should pay attention
to personnel service marketing, process management control and service environment
setting. More and more doctor and nurse groups with heart of benevolence should be
cultivated and introduced, expanding the oral medical market with caring heart. They
also should care about employees and provide them with development platform while
employees should care about their clients and provide them with quality services, thus
to create their value to the society based on people oriented principle.
Key words:
oral medical; service marketing; marketing managementV
目 录
第 1 章 绪 论..... 1
1.1 研究背景与意义 .... 1
1.2 研究内容与方法 .... 2
1.3 文献综述和理论基础 ........ 4
第 2 章 美达康连锁齿科公司医疗服务营销现状及问题....... 7
2.1 公司发展史7
2.2 公司医疗服务营销现状 .... 8
2.3 公司医疗服务营销中存在的问题及成因.......... 14
第 3 章 美达康连锁齿科公司医疗服务营销环境分析......... 18
3.1 齿科医疗宏观环境分析 .. 18
3.2 齿科医疗行业环境分析 ..........
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