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外部环境的变化迫使医院不得不进行营销 ,树立以患者为中心的营销观念是医院服务营销的核心。通过市场细分和目标市场选择 ,使营销方案更具针对性 ,能够更好地满足患者的需要。医疗服务的特点决定了信用在医疗服务评价中的作用。差异化是避免价格竞争、过度竞争和恶性竞争的手段 ,服务质量和品牌是两个差异化的重要方法 ,定位是患者对医院差异化的认识 ,是差异化的目的。
Changes in the external environment have forced the hospital to conduct marketing. Establishing a patient-centered marketing concept is the core of hospital service marketing. Through market segmentation and target market selection, marketing programs are more targeted and can better meet the needs of patients. The characteristics of medical services determine the role of credit in the evaluation of medical services. Differentiation is a means to avoid price competition, excessive competition, and vicious competition. Service quality and brand are two important methods of differentiation. Positioning is the understanding of patients’ differentiation in hospitals and is the purpose of differentiation.