中国首个大型医院品牌营销研究探究.pdf

露 拜耳医药保健有限公司 栏B独家协办 SPECIAL 中国首个大型医院品牌营销研究 ■庄一强 方敏潘红 苏博 【关键词】三甲医院品牌营销技术品牌服务品牌人文性医疗服务 对一深度访谈，对中国大型医院品牌营销现状进行研究探讨，得出如下初步结论，供医院管理者参考：医院以技术品牌为主；员工品牌意识薄 弱，服务品牌有待加强；医院品牌区域性强，外地病人多为自费；病人支付能力参差不齐；医院品牌营销尚在起步阶段。 onbrand inChina’Sfirst Investigationmarketing largehospital／ZhuangYiqiang，FangMin，PanHong。Su 2 Hospitals．·2005．9(41：3—1 Aclass3 servicebasedon [Keywords]Gradehospital，Brandmarketing，Technicalbrand，Servicebrand，Medical articleconducts anddiscussionofthe situationofChina}Sfirst brand [Abstract]This investigation present largehospital onthebaseofrandom of3924 and1815 staff interviewed406 marketing samplinginvestigationpatients members，and workersone onein20 Aclass3 in11 citiesofwholeChina．The result by biggrade hospitalsbig investigationshows：a． Technicalbrandisthe work．b．Thebrandawarenessof staffis andservicebrandneeds of hospital keypointhospital poor of other otherthanlocal tothe to their developing．C．Mostpatientscomefrom places people brandhospitalgettreatmentbear for is ownexpense．d．PatientS of medicaltreatment brand isatthe abilitypayment quitedifferent．e．Hospitalmarketing for theseare reference beginningstage．A11 worthy hospitalmanagers． Author’S Healthcare Co．Ltd．／5EHaizhuBandao，No．63 District， address：AsclepiusManagement BinjiangDonglu，Haizhu GuangzhouCity，510260，PRC 1概述 2研究对象和方法