民营医院营销战略研究

华中科技大学硕士学位论文民营医院营销战略研究姓名：陈家宏申请学位级别：硕士专业：工商管理指导教师：陈平路20090401I--IIAbstractAsthenewhealthcarereformspromulgated,itissolvefivebigproblemswhichpuzzledbyprivatehospital—medicareapprovaloffixed-point,Preferentialtaxationofprivatehospital,AssessmentofphysicianstitlesThemovementofmedicalpersonnel,Theissueofphysiciancontinuingeducationtothecurrentdifficultiesinthedevelopmentoftheprivatehospitalbroughtarayofhope.Inthispaper,PuhuiGuangzhouHospitalofminimallyinvasivestrategiesforhowtocarryoutmarketingstudies,inaccordancewithnationalhealthpolicyforresearchoriented,GuangzhouPanyudistrictmedicalandhealthstatusofresourcedistribution,theintegrateduseofmarketing,management,behavioralscience,clinicalmedicine,economics,psychologyandothermedicaldisciplines,basictheoryandmanagementmethodsofthecurrentmarketingstrategyofprivatehospitalsthatexistinmanyproblems.Theseproblemsaremainly:theGovernment'shealthinsurance,taxesandpublichospitalstoadoptdifferentpolicies,theprivatehospitalsarefacedwithdiscriminationinhealthinsurancepolicies,heavytaxes,financingdifficultiesintheexternalproblem,atthesametimeitsownmarketpositionofprivatehospitalisinaccurate,toomuchemphasisoneconomiceffectiveness,falseadvertising,suchascreditcrisiscausedbytheirownproblems.Inthispaper,theexistenceofthemarketingstrategyoftheprivatehospitals,frombothofgovernmentpoliciesandprivatehospitalsputforwardanumberofconcreteoperationaldevelopmentstrategyandmarketingrecommendations.Keywords:MedicalInstitutionsMarketingPrivateHospital□_____□“√”1120802001200420051.10920071.1.120012005231.1.2094631.1.31.22008200820072006200620082007200720072005420011987MilesSnow:()1.3SWOTPORTERSTPBCG4P----51162,,,,2006STP4P2.1200772.2200682.3(PhilipKotler)(marketing)200420011923452.4SWOTPORTERBCGSTP4P101SWOTSWOTStrengthsWeaknessesopportunitiesThreatsSWOT2PORTER1980------PORTER21PORTER3BCGBCG-(BostonConsultingGroup,BCG)70BCGBCG4QuestionMarksstarsCashcowsDogs114STPSTPSegmentTargetingPositioningSTP22STP54P4PJeromeMcCarthy2060(Product)(Price)(Place)(Promotion)••••••123SWOT3.180--90--4--2008,2007,311019010%,8013--31200758541466921546041817420588645622572990031719979292126159818485583624893747143225840473847429111237910392897390461090165963007548965052915144501746829696205496198433033426332550361067442723136562697502836758679935166961467071595172008:3.4.418WTO1944.14.1.190202011094.1.2334.1.3214.1.4,8,,,8,,,,,,100,,24,224.24.2.1,2007,311019010%,10050030007%503005001.6%354.2.2,,,,23,?,,,4.2.3,B24,4.2.4,,,,,,,10,,,4.3254.3.14.3.2264.3.310305035274.4--104.4.109464.4.2200284.4.3294.4.4,,304.4.520064.4.6310.15115200435323358000100200STORZGCTXGEB5.15.1.1786.1596,102107247742007546.9434128.9,19243,94765116.511.027.59311.020.32.02.04.08.017.023959619.132336.52.0153.5656813.3627.013.26.011.017.04.24.89.03.03.36.37.96.91483.02.55.52.51.84.37.175.212.4()2.32.04.33.02.55.52.30.52.896102198()857989605085354014387650MRICTXCTXCTXCTXXMRICTX5.1.3170038003637002MRI11CT5.1.4325201015375366B915251020665.2STPBCGSTPBCG71071038710BCG515.3SWOTSWOTSWOTSWOT39200320300320061.55.44P4P405.4.15.4.2VIP5.4.34135425.4.43.55.55.5.12008112009215/20093200994330/20091020101050/5.5.25.5.3TV445.5.42008112009260533019002300800/2.41/28600/54.31/23100/154.656mx8m10.5/0.92/228p10/5.519.75455.65.6.15.6.2465.6.3CRMCRMGartnerCRMCRMCRM4748094649!!50[1]..,2001,(3)[2],..,2003,(9)[3].[4]..,2008,(10)[5]..,2006,(5)[6]..,2008,(7)[7]..,2007,(1)[8]..,2006,(1)[9].IMI(.3).,2004[10]...,2001,(9)[11]..,2008(4)[12].[J].,2006[13],..,2004(7)[14]..,2006[15]..,2008(3)[16]..,2008(3)[17]..,2007,(12)[18]..,2008,(6)[19]...,2007,(2)[20]..,2008,(9)[21]..,2007,(11)[22],..,2007,(5)[23]PeterDurek.theParetieeofMnaagement.NewYork.PerennialLibarry1986[24]EdwordL.GlaserHarVardUniversityandNBER2001PreliminaryDraf51[25]PeterD.BennettRobertP.LaminMarketing[M].1988320-322[26]MiellaelE.Pottet.Competivivestraegy[M].theFreePress,198023[27]C.prahaladGHamel.TheCoreCompeteneeoftheCorporpationHarVardBusinessRevieWMay-June1990[28]KingG.Crisismanagementandteameffeetiveness:AeloserexaminationIJI.JoumalofBusinessEthies200241(3):235-249[29]F.G.CraneandT.K.Clarke,TheIdentificationofEvaluativeCriteriaandCuesUsedInSelectionServices,JournalofMarketing,2Spring1998,53-59[30]FlintDJ,WoodruffRB,GardialSF.Exploringthephenomenonofcustomers’desiredvaluechangeinabusiness-to-businesscontext.JournalofMarketing,2002,(66):102-117[31]ThomasT.Nagle.TheStrategyandTacticsofPricing2001[32]PorterM.E.Whatisstrategy.HarvardBusinessReview.1996.P61-78[33]DavidA.Aaker.BuildingStrongBrands.TheFreepress1996[34]BishopM.J.KaynadC.MayerPrivatziatotn&Economicpeorfrmance[M].Oxofdr:UniversiytPerss1994[35]WheelerJRSmithDG..HealthearecapiitalmarketandproduetmarkeEonstraifltsandt