市场导向理论在医疗服务领域的适用性研究  

The Applicability of the Theory of Market Orientation in Medical Service Industry

作　　者：陈凯[1] 汪晓凡[2] 

机构地区：[1]北京林业大学经济管理学院,北京100083 [2]北京中医药大学管理学院,北京100029

出　　处：《当代经济管理》2007年第3期30-34,共5页Contemporary Economic Management

基　　金：国家自然科学基金项目"入世后我国非营利机构的环境变革与市场营销战略研究"(70172028)资助。

摘　　要：近年来,我国市场营销学者们对于市场导向理论的研究逐步深入,具体表现为理论研究视角的扩展和实证研究的跟进。然而,这些研究均局限于一般产品、服务市场领域,对于与之具有明显差异的医疗服务领域的相关研究则相当少见。本文在阐述医疗服务市场规律特殊性的基础上分析指出,这些特殊性并没有割裂医疗服务市场与一般产品市场规律之间的联系,市场导向理论可以应用于一定条件下的医疗服务领域,并有利于医疗服务机构实现持续竞争优势。In recent years, the study on market orientation theory has been making progress in China, including the extension of research viewpoints and the beginning of the empirical researches. However, these researches are limited to the fields of common products and services, and pay little attention to the market orientation theory in medical service industry. Based on the analysis of particularity of medical service market, the paper puts forward that market orientation theory could be applied in medical service industry in some conditions, and the theory would contribute to medical service organizations to keep the sustainable competitive advantages.

关 键 词：市场导向 医疗服务 适用性 

分 类 号：F713.50[经济管理—市场营销]