医疗市场细分与目标医疗市场选择  

Sectionalizing the medical market and selecting a target medical market

作　　者：张英 

机构地区：[1]广东汕尾逸挥基金医院管理研究所,516600

出　　处：《中华医院管理杂志》2002年第10期618-619,共2页Chinese Journal of Hospital Administration

摘　　要：作者指出医疗市场细分的意义在于 :①有助于发现市场机会 ;②有利于经营中占领医疗市场 ;③医院确定目标市场的基础。随后提出医疗市场细分的要求 ,即可衡量性、可进入性、相对稳定性、效益性。最后阐述了医疗市场细分归类方法和医院目标医疗市场选择原则 ,即有适当的规模和需求 ,具有一定的购买力和承受力 ,竞争者尚未完全垄断的市场 ,医院有能力经营市场 ,有较稳定的社会环境和目标医疗市场选择要遵守其程序。The author first argues that the significance of sectionalizing the medical market is that it is conducive to the discovery of market opportunities; it is conducive to the possession of a greater market share; and it provides a basis for the hospital to identify its target market. Then he sets forth the requirements for sectionalizing the medical market, viz. measurability, accessibility, relative stability, and availability of benefit. Finally he expounds the classification methods when sectionalizing the medical market and the principles for a hospitals selection of a target medical market. These include an appropriate scale and market, a certain purchasing power and endurance, a market not yet completely monopolized by competitors, a market the hospital is capable of managing, a relatively steady social environment, and observance of the procedure for selecting a target medical market.

关 键 词：医疗市场细分 目标医疗市场 医院经营 医院营销 

分 类 号：R197.1[医药卫生—卫生事业管理]