公立医院服务营销的伦理责任  

The Ethical Responsibility of Services Marketing in Public Hospital

作　　者：刘千[1] 相悦丽[2] 方芳[2] 刘晶夫[2] 

机构地区：[1]牡丹江医学院财务处,牡丹江157011 [2]牡丹江医学院卫生经济管理学院,牡丹江157011

出　　处：《医学与社会》2010年第10期37-39,共3页Medicine and Society

基　　金：黑龙江省教育厅人文社会科学计划研究项目;编号为115-52303

摘　　要：公立医院服务营销的伦理责任是指公立医院在开展服务营销活动中要体现公益性,为保护患者的利益应承担一定的道德责任。公益性营销有利于优化医疗健康服务管理,创造患者价值和社会价值。营销中坚守道德底线,实现"利已又利他"的道德定位,通过伦理经营、自律管理,达到仁与善的经营目标。The ethical responsibility of services marketing in public hospital is that public hospital should be embody public interest and assume the moral responsibility to protect the interests of patients in carring out services marketing activities.Marketing for public interest is in favour of the medical health service management,and create patient values and social values.Assert moral in marketing and realize moral position of the selfish and altruistic.Off the fetters of the interests-oriented and assume moral responsibility by ethic management,self-regu-lating management and pursuit the benevolence managing target.

关 键 词：医院服务营销 伦理责任 

分 类 号：R197.323[医药卫生—卫生事业管理]