公立医院施行体验营销的可行性及对策研究  

Feasibility and Countermeasures of Implementation Experience Marketing on Public Hospitals.

作　　者：黄焕峰[1] 周卉卉[1] 曹锡山[2] 刘永君[2] 

机构地区：[1]山东烟台毓璜顶医院,山东烟台264000 [2]滨州医学院

出　　处：《中国卫生事业管理》2015年第8期580-582,共3页Chinese Health Service Management

基　　金：山东省社科规划研究项目"整合区域卫生资源;推进我省城乡卫生一体化的体制机制研究"(编号:10CJGZ28)

摘　　要：医疗市场的竞争日趋激烈,产品和服务之间的差异化愈加缩小,消费者购买产品和接受服务时考虑的因素相应减少,价格、品牌对消费者行为影响日益式微。公立医院产品的特殊性和服务的体验性,决定了其应该在实施医疗过程中提供高于患者预期的体验服务,提升患者满意度,打造公立医院核心竞争力。文章从体验营销视角切入,介绍体验和体验营销的概念,分析体验营销维度和医院实施体验营销的必要性和可行性,以期为公立医院实施体验营销提供有益借鉴。With the growing competition in the medical market, differentiation between the products and services are increas- ingly narrow. When consumers purchase products and accept service, they consider factors reduced correspondingly. As a result, prices and brand effecting on consumer behavior is becoming more and more weak. The particularity and service experience of pub- lic hospital product determines it should provide higher than in the process of implementing medical patients expected experience, to improve patient satisfaction and public hospital core competitiveness, In order to provide beneficial reference for public hospital implementation of experience marketing, The article which from the visual angles of experience marketing, introduces the concept of the experience and the experience marketing, analyzes of the experience marketing dimension and the necessity and feasibility of implementation exoerience in marketinz

关 键 词：公立医院 体验营销 对策研究 

分 类 号：R197.3[医药卫生—卫生事业管理]