随着医疗制度改革的深入,多种资本进入医疗市场,医疗机构垄断经营的格局被打破,营销作为经营的手段,越来越被医院管理者所重视。顾客让渡价值理论是美国著名营销学家菲力浦·科特勒在《国际市场营销学》中提出的市场营销的新理论[1],它全面度量顾客总成本与顾客总价值的差额,指 With the deepening of the reform of the medical system, a variety of capital has entered the medical market, the pattern of monopolistic operations of medical institutions has been broken, and marketing as a means of management has been increasingly valued by hospital administrators. The customer transfer value theory is a new marketing theory proposed by the famous American marketing scientist Philip Kotler in “International Marketing”[1]. It comprehensively measures the difference between the total customer cost and the total customer value. Finger