| 民营医院营销战略分析 |
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| 引用本文： | 汪慧,黄淇敏,杨肖璇. 民营医院营销战略分析[J]. 中国医院, 2008, 12(7): 72-75 |
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| 作者姓名： | 汪慧 黄淇敏 杨肖璇 |
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| 作者单位： | 1. 上海交通大学医学院附属第三人民医院,201900,上海市宝山区漠河路280号
2. 上海交通大学安泰经济与管理学院,200052,上海法华镇路535号 |
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| 摘 要： | 以SWOT分析法为基础，针对决定民营医院发展战略的各因素，运用7Ps营销组合模式分析，结果认为民营医院需对医疗服务产品、医疗服务价格、市场定位、医院形象树立、卫生服务人员培养、医疗环境构建、服务过程完善等7个方面进行组合，扩展营销渠道，提高民营医院的影响力，从而在竞争日益激烈的医疗市场中占有一定的市场份额。
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| 关 键 词： | 民营医院 SWOT分析 营销组合 营销战略 |
Analysis on marketing strategy in private hospitals in China |
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| WANG Hui,HUANG Qimin,YANG Xiaoxuan. Analysis on marketing strategy in private hospitals in China[J]. Chinese Hospitals, 2008, 12(7): 72-75 |
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| Authors: | WANG Hui HUANG Qimin YANG Xiaoxuan |
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| Affiliation: | WANG Hui,HUANG Qimin,YANG Xiaoxuan:Affiliated 3rd Hospital,Medical Science Center,Shanghai Jiao Tong University,No.280,Mo He Road,Baoshan District,Shanghai,201900,PRC |
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| Abstract: | In this paper, the SWOT analysis method has been used to analyze the private hospitals＇ strength, weakness, opportunities, and threats. We also use 7Ps marketing mix to analyze the seven aspects： health service product, health service price, market positioning, hospital image building, services staff development, environment foundation and service process improvement. The results show that private hospitals should combine all the aspects above, to extend the marketing channels and increase the influence of the private hospitals. Finally to have a certain share in an increasingly competitive health care market. |
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| Keywords: | private hospital SWOT analysis marketing mix marketing strategy |
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