文档介绍：深圳海亚医院营销策略研究

摘要

深圳海亚医院(以下简称海亚医院)位于深圳市经济发达地区,周边以工
业区和住宅区为主,企业密集,人口众多,为医疗行业的经营发展提供了广阔
的市场空间。国家大力支持私人投资建立民营医院,以补充国有医院资源不足
的缺口,深圳市政府也对民营医院的税收给予一定的优惠政策,对于医疗项目的
准入享有同国有医院同等的权利,这些政策的实施增强了民营医院的经营信心。
医疗行业的管理层开始逐渐认识到市场营销的重要性,但具体运作还处于初级
阶段或理论阶段,没有一套成熟的营销管理模式可参考。随着社会的发展,市
场营销观念经历了从传统营销观念向市场营销观念、客户观念和社会市场营销
观念等现代营销观念的转变,医院在激烈的市场竞争中要立于不败之地,必须
始终以顾客为中心,不断地满足顾客的实际需求,提高医疗技术和服务水平,
加强与顾客的沟通,做好客户关系管理。
本文应用 MBA 的理论,对海亚医院当前营销现状及存在问题进行深入的研
究和分析,制定相应的营销策略,促进了海亚医院对医疗服务项目的全面推广,
不断扩大市场份额,树立自己的品牌,保证医院持续健康的发展,具有非常重
要的实际应用意义。
本次研究取得的主要成果有:
,针对同行业竞争较强的几家医院
进行优劣势对比,通过对各家医院内外环境的分析,扬长避短,可以充分展示
海亚医院的优势,认清自身弱势。
,并分析其原因。
,并对营销人员的招聘与培训、
服务产品、渠道、促销、价格、薪酬分配等方面做了具体的研究与分析。
通过对本文的研究,一方面可以为海亚医院管理层在营销管理方面提供参
考,另一方面也希望对其它医疗机构运作起到一定的借鉴作用。

关键词:海亚医院;医疗市场;服务营销;差异化营销

3
Marketing Strategy of Shengzhen Haiya Hospital

Abstract

Haiya Hospital of Shenzhen (referred to as Haiya Hospital) is located in
economically developed areas Shenzhen City, peripheral to the main industrial
areas and residential areas with large population and
development has provided a broad market space for the medical industry. The state
supports the establishment of private hospitals,as supplement to a inadequate
hospital Municipal Government also provides certain tax
incentives on the private hospitals, which enjoy equal rights with the state-owned
hospitals on the access of medical items .Implementation of these policies have
enhanced business confidence of the private hospitals. Hospital marketing is
gradually being recognized by the hospital leadership in recent years,but the level
of understanding is still in the theoretical stage or just in the initial stage. Currently
many hospitals are doing research and exploration in marketing, not having a
mature management of marketing to follow. With the social development,
marketing concepts experienced th