文档介绍：题目:沧州市中西医结合医院品牌营销策略研究
学科名称:工商管理
研究生姓名:马金刚 研究生签名:
导师姓名:王保利 副教授 导师签名: 答辩日期:
摘要
随着医疗卫生体制改革,医疗市场的进一步放开,医疗机构之间的竞争已经拉开了序幕。而现代医疗服务业的竞争,已不仅仅局限于新技术、低价格、好环境的比拼,也不仅仅是扩大病源,增强宣传攻势等几招几式的营销策略,而是医院整体品牌效应的较量。医疗市场的竞争和发展表明:医院营销,品牌提升是十分重要的,只有重视医院文化品牌的建设,进而努力集聚全体员工的创造精神,提升医院的品牌效应,才能不失时机的增强医院的核心竞争力。
本文以沧州市中西医结合医院为研究对象,以品牌定位、品牌文化、品牌 CI S 设计、品牌整合营销传播等品牌相关理论为本文的理论研究基础,采用理论研究与实证研究相结合的方法,为沧州市中西医结合医院设计了品牌营销策略。笔者从分析沧州市中西医结合医院内外部环境和品牌现状入手,并结合收集到的医院员工和患者的调研资料,找到了中西医结合医院品牌营销中存在的问题。针对这些问题,在对沧州市中西医结合医院进行了目标市场定位和品牌定位的基础上,笔者从品牌文化建设、CI S 品牌形象设计、品牌整合营销传播三个方面详细制定了沧州市中西医结合医院品牌营销策略。最后,笔者从全员树立强烈的品牌意识、积极推行内部营销、大力实施医院的关系营销、加速医院就医方式体制改革、对医院的品牌进行维系和保护等五个方面提出了一些实施建议,以保障制定的品牌营销策略能够顺利的实施。
【关键字】品牌营销 医院营销 沧州市中西医结合医院
【论文类型】应用研究
III
TITLE: RESEARCH ON BRAND MARKETING STRATEGIES OF THE BINATIONAL HOSPITAL OF CHINESE AND WESTERN MEDICINE
Major: Business Administration
Author: Ma Jingang Signature:
Tutor: Wang Baoli Signature: Date of Answer:
Abst r act
With the reform of system of medical treatment and sanitation, the more unloosen of the medical treatment market, petition of medical treatment institution has been started. However, petition of modern medical treatment service is not limited in the several marketing strategies of new technique, low price, better environmental, and enlarging the illness headstream, increasing the drumbeating, but petition of integer brand effect of the hospital. petition and development of the medicine treatment market indicate that: hospital marketing and brand improving are very important. Only when paying more attention to the building of hospital cultural brand, then making great efforts to centralize the creating spirit of the staff, and upgrading the brand effect of the hospital, can the petition be improved.
The paper takes the binational hospital of Chinese and Western medicine as the research object, takes the brand correlation theories of brand localization, brand culture, the brand CIS design and brand integer marketing dissemination and so on as the theories re