论现代医院医疗服务市场营销战略  

The marketing business strategies in the medical care of modernized hospital

作　　者：李明[1] 宁健[1] 何平[1] 冯华[1] 姚玲[1] 

机构地区：[1]武警总医院,北京100039

出　　处：《中国卫生资源》2003年第4期175-177,共3页Chinese Health Resources

摘　　要：该文阐明了市场营销的涵义 ,分析了现代医院市场营销面临的问题 :首先是医院市场营销观念的落后 ;其次是医院市场营销手段的缺乏。提出了现代医院的市场营销战略 :一是成本领先战略 ;二是差别化战略 ;三是集中化战略 ;四是个性化战略 ;五是构建核心竞争力的战略 ;After describe the definition of marketing business, the authors analyze the existing issues of marketing business in the modernized hospital: first is backwards concept in the modernized hospital; Secondary it is lack of approaches of business operation. The authors proposed the strategies of marketing business in the modernized hospital: (1) cost advanced strategy; (2) differential strategy; concentration strategy; (4) individual strategy; (5) establishment nuclear competition strategy; (6) network business strategy.

关 键 词：现代医院 医疗服务 市场营销 医院发展 

分 类 号：R197.3[医药卫生—卫生事业管理]