医药类的发展及展望.doc

摘要 随着经济体制的转型，市场机制的建立和中国加入WTO以后对国际市场的更深参与，我国医疗服务行业的格局、价值定位和经营管理理念均发生了深刻的格局，从单一的公有制变成了以公有制为主体多种所有制并存和竞争发展的局面。医疗服务提供者也认清局势，不在是视自身为具有垄断性质的行业了，而且是从消费者的角度出发来为需求方提供服务，以此在医疗市场中占据一定的份额。竞争的升格必然促成医疗机构对营销的重视，营销管理在医疗市场中所起到的作用了越来越大了，但是学术界对医疗市场的运作及营销的研究还深入到对医疗服务营销中的基本点，大部分的医疗营销还暂时停留在对公立医院如何提高自身的服务水平和技术水平上，还未能针对医疗消费者的消费心理来实施真正的营销思想。本文在总结了众多医疗界前辈的思想精髓，结合多年来在民营医疗机构管理者集中的环境中所受到的教育，及在各类医疗峰会中所学到的医疗服务营销中的几点经验做些总结，结合本人在本科期间对营销理论的认识，对医疗服务营销的发展的根本性的法则做一个初探。 关键词： 医院管理 医院营销法则 医疗机构广告策略 Abstract Along with the transformation of the economic system, the market mechanism establishes to join the WTO with China hereafter to international market of deeper participate, our country the structure and form, worth a fixed position of the medical treatment service profession with operated to manage the principle to all take place the deep structure and form, became to regard public system as the corpus from the single and public system various all system keep both with compete the situation of the development. The medical treatment service promoter also recognizes the pure situation, donting occupy the certain quota in is angle that profession to treat oneself as to have break the kind, and was from the consumer set out came for require with square offering serve, with this in the medical treatment market. Compete of promote to help realize the medical treatment organization to value to the marketing by all means, the marketing manages in medical treatment market a function for rising more and more big, but the academic circles still goes deep into to the operation of the medical treatment market and the research of the marketing to the medical treatment service marketing inside of a little bit basic, big and part of medical treatments marketing still stays around temporarily to public hospital how to increase the service level of the oneself is last with the technique level, still could not the consumption mental state that aim at the medical treatment consumer puts into practice real marketing thoug