湖北JM医院服务营销的研究.docVIP

摘  要  随着市场机制的建立，医疗服务市场的竞争越来越激烈，医疗服务营销管理的作 用也开始得以发挥，并逐渐为医疗机构所重视。本文针对 JM 医院服务营销缺乏理论指 导，经验营销己难于适应市场急剧变化以及服务营销中存在的问题，在调查研究和阅 读文献资料的基础上运用服务营销理论，采用宏观与微观相结合层层推进的分析方法， 具体研究了 JM 医院服务营销策略的制定。 首先通过对 JM 医院行业、市场环境、主要竞争对手以及内部营销环境的分析，指 出了湖北 JM 医院在服务营销方面存在的主要问题，接着针对其存在的主要问题，以服 务营销策略制定模式为指导、以 3R+7P 服务营销组合为体系、通过利用服务市场定位 理论和技术，即 STP 理论(Segmenting Targeting and Positioning)在充分考虑服务基本特 性对服务营销实践的影响基础上，确定了将城北、城南以及周边的市场作为其目标市 场；制定了 JM 医院 3R+7P 服务营销组合策略，系统地研究了产品、价格、促销、渠 道、服务人员、过程以及有形展示等营销组合要素的具体应用；最后针对 JM 医院服务 营销策略提出了包括加强培训转变观念、整合医疗服务、加加速内部体制改革等在内 的实施建议。 医疗服务营销管理在我国方兴未艾，通过本文研究期望能对 JM 医院的营销实践有 所助益，并期望能对服务营销理论在更广阔领域的应用起到抛砖引玉的作用。  关键词：JM 医院  服务营销  市场细分  目标市场  市场定位  I Abstract As the establishment of market mechanism, the extent of competition is developing fierce more and more in medical service industry. The function of that marketing management is practiced and is emphasized by the medical institution gradually. Based on the problem that JM hospital’s traditional experience marketing strategy can’t match market changes because of the lack of instruction of medical service marketing theory, stemming from service marketing theory and analysis method linking macroscopic and microscopic, the article has studied the formulation of JM hospital service marketing strategy specifically. Firstly, through the analysis of JM hospital industry, the market environment, the main competitors and internal marketing environment, the main problems which exist in the service marketing of Hubei JM hospital are pointed out. Secondly, in terms of the service marketing planning model, the 3R+7P services marketing strategy and the Segmenting Targeting and Positioning theory, namely the STP theory, the market, which include north town, south town and the peripheral area, is positioned. 3R+7P services marketing portfolio strategy is made. Especially the strategy of service product, price, promotion, channel, people, process and physical evidence is stressed. Finally, aiming at the JM hospital service marketin