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我国医药卫生体制改革的实施,打破了垄断,引入竞争机制,使医疗机构开始面向市场经济,并在市场经济的大潮中求生存求发展,医院之间的竞争将会更加激烈。如何能避开危机,做出有利的选择?国内一些医院相继开展了医院市场营销。 市场营销不等于推销,与市场有关的所有活动都叫市场营销。医院要实行市场营销,一般要经过市场细分、目标市场的选择和市场定位等步骤。 1 医院市场细分 1.1 医院市场细化概念 医院市场细分是指根据医疗市场中不同消费者(病人)的需求特点、消费行为和消费习惯等不同特征,按一定的标准,把市场分割为具有类似的若干不同的消费者群(病人
The implementation of China’s reform of the medical and health system broke the monopoly and introduced a competition mechanism, so that medical institutions began to face the market economy, and in order to survive and develop in the tide of the market economy, the competition between hospitals will be fiercer. How can we avoid the crisis and make favorable choices? Some domestic hospitals have successively carried out hospital marketing. Marketing is not equal to marketing, and all activities related to the market are called marketing. In order to implement marketing, hospitals generally go through such steps as market segmentation, target market selection, and market positioning. 1 Hospital market segmentation 1.1 Hospital market segmentation concept Hospital market segmentation refers to market segmentation according to certain characteristics, such as the characteristics of different consumers (patients) in the medical market, consumer behavior, and consumption habits. Similar to several different consumer groups (patients