任何一种具要重要价值的思想理论,都是一定时代和历史条件的产物,即都有其借以产生的源和流。所谓源,就是一定时期的社会历史条件,它是这种思想理论的事实根据和社会内容。市场营销理论自19世纪中叶产生以来,已在国外企业、商业得到广泛应用。我国市场营销理论的研究和应用只是近几年的事情,而医院营销则刚刚迈出其可喜的第一步。尽管如此,医院营销理论的研究和实践探索却是非常迅猛。在这种形势下,对医院营销产生和发展的源进行探究和梳理,无疑是一件十分有益的事情。笔者认为,医院营销产生和发展的源,即下面所论及的的“三论”——三维论、蛋糕论和竞争论的存在和演进。 Any kind of ideological theory with an important value is the product of a certain era and historical conditions, that is, the sources and flows it produces. The so-called source is the social and historical conditions of a certain period. It is the factual basis and social content of this ideological theory. Since its birth in the middle of the 19th century, marketing theory has been widely used by foreign companies and businesses. The research and application of marketing theory in China is only a matter of recent years, and hospital marketing has just taken its first promising step. Nevertheless, the research and practice of hospital marketing theory is very rapid. Under this circumstance, it is undoubtedly a very useful thing to inquire and sort out the source of hospital marketing and development. The author believes that the origin of the development and development of hospital marketing is the existence and evolution of the “three theories”—the three-dimensional theory, the cake theory, and the competition theory discussed below.