重庆理工大学
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摘
要
摘要
随着我国经济的迅速发展，人们口腔健康意识不断提高，在国家政策支持下，私
营口腔医疗机构快速增加，改变了医疗行业单一公有制经济的格局，口腔医疗行业向
着多元化发展。由于社会资本进入口腔医疗市场，使得民营口腔医疗机构不断涌现，
市场竞争加大，特别是在新冠疫情冲击后，小型口腔诊所的生存发展存在较大问题。
如何通过市场营销提高小型口腔诊所的生存能力，在新冠疫情防控以及激烈的市场竞
争背景下获得长远发展，成为当前需要解决的重点问题之一。这对口腔医疗行业服务
效率和质量的提升，以及小型口腔诊所的生存发展具有十分重要的意义。
本文以新冠疫情防控和市场竞争的加剧为背景，以重庆市 H型口腔诊所为例，
对小型口腔诊所的营销策略进行了研究。首先，本文在对国内外小型口腔诊所的研究
现状以及营销策略进行分析，梳理了相关的营销策略理论。其次，对重庆市小型口腔
诊所的宏微观环境进行分析，并通过 SWOT分析法对小型口腔诊所的优劣势、机遇
和威胁进行了深入分析。再次，采用案例分析法对重庆市 H口腔诊所的营销现状进
行了分析，指出其存在的营销问题，并对产生问题的原因进行了深入分析。最后，依
据 H口腔诊所的营销问题有针对性的提出了适合小型口腔诊所长远发展的营销策略
建议，在帮助 H口腔诊所解决面临的营销问题的同时，也为类似小型口腔诊所的生
存和发展提供策略性的建议。
本文从小型口腔诊所的市场生存和发展角度出发，试图寻找在新冠疫情防控和市
场竞争加剧的情况下，小型口腔诊所在市场竞争者的营销策略。通过对 H口腔诊所
营销问题和原因的分析，提出小型口腔诊所应当从产品、价格、渠道、促销等方面进
行营销策略的实施。基于此，帮助小型口腔诊所解决生产经营中的问题，提升服务质
量、品牌效应，增强市场竞争力，为民营口腔诊所的诊疗服务提供理论参考。
关键词：小型口腔诊所；H口腔诊所；SWOT分析；营销策略
I

Abstract
Abstract
With the rapid development of China's economy and the continuous improvement of
dental health awareness, with the support of national policies, private dental medical
institutions have increased rapidly, which has changed the pattern of single public ownership
economy in the medical industry, and the dental medical industry is developing towards
diversification. Due to the entry of social capital into the dental medicine market, private
dental medicine institutions continue to emerge and the market competition increases.
Especially after the impact of COVID-19, there are great problems in the survival and
development of small dental clinics. It has become one of the key issues that how to improve
the viability of small dental clinics, and gain long-term development under the background
of COVID-19's prevention and fierce market competition needs to be solved. It has great
significance for the improvement of service efficiency and quality in the dental medicine
industry and the survival and development of small dental clinics.
Based on the intensification of COVID-19's prevention and control and market
competition, this paper takes H dental clinic as an example to study the marketing strategy
of small dental clinics. First, this paper analyzes the research status and marketing strategy
of small dental clinics at home and abroad, and combs the relevant marketing strategy theory.
Second, it analyzes the macro and micro environment of small dental clinics in Chongqing,
and deeply analyzes the advantages, disadvantages, opportunities and threats of small dental
clinics through SWOT analysis. Third, the case analysis method is used to analyze the
marketing status of H dental clinic, this paper points out the existing marketing problems,
and make an in-depth analysis of the causes of the problems. Finally, according to the
marketing problems of H dental clinic, this paper puts forward targeted marketing strategy
suggestions suitable for the long-term development of small dental clinic, which not only
helps H dental clinic solve the marketing problems, but also provides strategic suggestions
for the survival and development of small dental clinic.
From the perspective of market survival and development of small dental clinics, this
paper tries to find out the marketing strategies of small dental clinics in the market
competitors in the impact of COVID-19 and market competition intensifying. By analyzing
the marketing problems and causes of H dental clinic, this paper puts forward that small
dental clinic should implement the marketing strategy from the aspects of products, price,
III
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