关于医院服务营销的分析

外部环境的变化迫使医院不得不进行营销，树立以患者为中心的营销观念是医院服务营销的核心。通过市场细分和目标市场选择，使营销方案更具针对性，能够更好地满足患者的需要。医疗服务的特点决定了信用在医疗服务评价中的作用。差异化是避免价格竞争、过度竞争和恶性竞争的手段，服务质量和品牌是两个差异化的重要方法，定们是患者对医院差异化的认识，是差异化的目的。

Analysis of the marketing of hospital service

Hospitals, obliged to resort to marketing as a result of changing external environment, ought to take the concept of patient-centered marketing as the core of their marketing activities. They can better meet the needs of patients by making their marketing plans more effective through market subdivision and target market selection. The features of medical service determine the role of credit in the evaluation of medical service. Differentiation, two major methods of which are service quality and brand creation, is a means of avoiding price war, over-competition and vicious competition while positioning refers to patients' understanding and the goal of a hospital's differentiation.