基于顾客让渡价值理论的医院营销策略探讨

在市场经济体制的大环境下,借鉴市场营销中的顾客让渡价值理论,探讨医院的营销策略具有重要的战略意义。在正确理解顾客让渡价值理论的基础上,通过采用提高顾客价值,降低顾客成本的多种医院营销策略提高医院的服务质量和患者的忠诚度,最终达到提高医院的社会效益和经济效益的目的,走出一条优质、高效和低耗的医院经营管理之路。

Discussion of Hospital Marketing Tactics Based on the Theory of Customer Transfer Value

In the environment of market economy system, it has the important strategy meaning to discuss the hospital marketing tactics by using the theory of customer transfer value in the marketing for reference. On the base of understanding the theory of customer transfer value correctly, to adopt the multiple hospital marketing tactics for improving the customer value and reducing the customer cost to advance the hospital service quality and patients loyalty, in order to achieve the objective of improving the social benefit and economic benefit and attain the hospital management way of good quality, high efficiency and low cost.