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随着我国社会经济体制改革的不断深入,尤其是医疗保障体制改革的不断推开,我国的医疗机构也逐渐走入市场,尤其近几年来,国际独资、合资医院也正利用其管理和资金的优势,在国内组建医院,医疗市场的竞争愈来愈激烈。国内医疗机构的管理者们正逐渐抛弃既往陈旧的经营观念,树立起商场观念,开始尝试医疗机构的企业化运作,医院营销也愈来愈受到重视。树立品牌意识,做好医院的营销沟通是医院建立竞争优势的重要环节。 医院营销沟通是指医院向所服务市场传播有关医院及其服务信息;收集并评价顾客意见、态度的过程。医院营销沟通能帮助医院建立并维持与目标市场人群之间的交
With the continuous deepening of China’s social and economic structural reforms, especially the reform of the medical security system, China’s medical institutions have gradually entered the market, especially in recent years. Internationally funded and joint venture hospitals are also using their management and funds. With the advantages of establishing hospitals in China, the competition in the medical market has become increasingly fierce. The managers of domestic medical institutions are gradually abandoning the old business concepts, establishing the concept of shopping malls, and starting to try out the operation of medical institutions. Hospital marketing has also received more and more attention. Establishing brand awareness and doing a good job of marketing communication in hospitals are important links for hospitals to establish competitive advantages. Hospital marketing communication refers to the process in which hospitals disseminate information about hospitals and their services to the markets they serve, and collect and evaluate customer opinions and attitudes. Hospital marketing communication can help the hospital establish and maintain a relationship with the target market crowd