医学资料 医院形象与定位策略 学习课件.pptx

醫院形象與定位策略;五個形象構面;Thequalityofoutpatientservices

Aretherebenefitstoourfacilitiesorservicesthatweneedtoemphasizemore?

Theholisticimpressionofthehospital

Isthecompetitionsmediamixandmessagegivingthemanadvantage?

Whichnewfacilitiesornewservicesdoconsumersrecommendbeintroduced?

Howisourhospitalperceived?

(中華衛誌1998；

Whyisthemarketsharechanginginthesemarketsegments?

Howdopatientsperceivenewfacilityorserviceconcepts?

Theaccessibilitytovisits

Whatisthemarketshareamongthecompetitors?

Doournameandlogoaddtoorconflictwiththeimagewewant?

HospitalImagePositioning

HospitalImageorPositioningAnalysis

D、E、F醫院則不明確且同質性高；

Howisthemarketsharechanginginspecificproductmarketsegments?;Thequalityofoutpatientservices

Istheimageconsistentwithourmarketingemphasis?

Fiveimagedimensions

Withwhichcompetitorsdowesharecustomers?Why?

Doournameandlogoaddtoorconflictwiththeimagewewant?

Whatisourimagecomparedwiththecompetitions?

Howaretheypositioningthemselvesagainstus?Whatarethecompetitionsstrengthsandweaknesses?

Arethereanydesirablequalitiesourcompetitionhasthatwelack?

Theholisticimpressionofthehospital

CompetitiveAnalysis(IV)

Aretherebenefitstoourfacilitiesorservicesthatweneedtoemphasizemore?

Doestheimagevarybymarketsegment?

Thequalityofoutpatientservices

Withwhichcompetitorsdowesharecustomers?Why?

Isthecompetitionsmediamixandmessagegivingthemanadvantage?

Howisthemarketsharechanginginspecificproductmarketsegments?;(3)門診的醫療品質;(4)就醫的便利性;(5)醫院和醫師的名聲;醫療品質

與整體觀感

是民眾認為較重要的兩項;樣本人口所認知的醫院形象定位為;;HospitalImageorPositioningAnalysis

Whatproductsorservicesisthehospitalorcompanybestknownfor?

Howisourhospitalperceived?

Istheimageconsistentwithourmarketingemphasis?

Doestheimagevarybymarketsegment?

Whatisourimagecomparedwiththecompetitions?

Doourna