文档介绍：河南财经学院本科生
毕业论文
河南省中医院服务营销策略研究

专业
市场营销
学号
2004403413
姓名
郭亚男
指导教师
张亚佩

摘要
随着入世承诺的逐步实现和国家卫生体制改革的逐步深化,中国医院生存发展的内外环境已发生着深刻的变化。在此背景下,河南省中医院所面临的缺乏营销策略指导,难以适应市场的急剧变化问题成为亟待解决的问题。
本文在调查研究和阅读文献资料的基础上运用服务营销理论,采用服务质量差据分析模型进行分析,具体研究了问题产生的原因及应对措施。首先,根据行业背景和河南省中医院的概况,分析了医院面临的外部环境,其中包括宏观层析的政策、经济以及技术环境;再引入波特的五种力量分析模型,对医院的微观外部环境进行了规范化分析;利用SWOT分析矩阵,分析医院的优势,劣势,机遇与威胁。然后针对河南省中医院服务满意度调查问卷分析出的问题,运用服务质量差距模型,分析导致提供服务失败最可能出现的5种差距,帮助医院管理者发现服务质量问题的根源,努力消除那些存在的差距,提高医院医疗服务质量。
关键词:河南省中医院服务营销研究
Error! Reference source not found.
Abstract
With WTO mitments of the progressive realization of the National Health and the gradual deepening of structural reform ,Survival and development of the Chinese both inside and outside the hospital environment has undergone profound changes have taken place in。In this context ,Chinese medicine hospital of Henan Province faced by the lack of marketing strategy guide, difficult to adapt to rapidly changing market issue to be resolved.
Based on the investigation and study and read literature on the basis of information,Use of services marketing theory,Specific studies on the problem of the causes and response measures .First , According to industry background and an overview of Chinese medicine hospitals of Henan Province,Analysis of the hospital facing the external environment ,Including macroeconomic policy chromatography, economic and technological environment; re-introduction of Porter's five forces model, the hospital's external environment for the conduct of the microscopic analysis of standardized the use of SWOT analysis matrix, the Hospital of the strengths, weaknesses, opportunities and Threat .Then ,Against the problem of services satisfaction survey of Chinese medicine hospitals of Henan Province ,analyzes the five gaps causing the service failure ,help hospital governor discover the root of service problem , eliminate the existing gaps ,improve the medical service quality .
Key Words: Chinese medicine hospital of Henan Province, S