我院运用4C营销战略的实践与体会  

Experience in applying 4C-marketing strategy to hospital management

作　　者：青义春[1] 吴昊[1] 罗旭[1] 卢长伟[1] 

机构地区：[1]第三军医大学西南医院医教部,重庆400038

出　　处：《重庆医学》2008年第1期19-20,22,共3页Chongqing medicine

摘　　要：4C营销理论的主要内容包括"顾客需求与愿望"、"消费者的支付能力"、"方便消费者"、"与消费者的沟通"4个方面。4C营销理论在医院管理中强调"以患者为中心,不断提高医疗服务质量,提高患者的满意度"是医院营销的中心目标。本文介绍了本院在实践中运用4C营销战略的做法、成效和体会。The 4C-marketing-theory is introduced into hospital administraton, which includes customer needs and wants, cost to the customer,convenience and communication. Patient-oriented,improving medical quality and promoting patient satisfaction are emphasized to be a goal in marketing of the hospital. How to apply 4C-marketing theory to hospital management and experience are explained.

关 键 词：4C 营销战略 医院管理 

分 类 号：R197.322[医药卫生—卫生事业管理]