文档介绍：I 摘要由于传统计划经济走向市场经济的过程影响和政府对医疗机构资源的严格控制,伴随着民营医院的进入,我国医院行业的整体管理水平面临市场竞争愈加激烈的局面。强化市场营销策略的应用是医院在新的竞争格局下建立长期竞争优势的有效举措。本文以 H 牙科医院营销策略改进与制定的案例为核心,论述医院营销策略的制订与改进方法。首先通过对我国 20 多家大型国有医院、民营牙科医院、诊所和医疗管理部门的访谈调研,消费者购买行为调研论述了我国医院行业的管理现状、发展趋势、竞争环境、竞争机会和面临的威胁。然后,对作为民营牙科医院的 H 牙科医院进行了市场调研,内部评估,内部管理诊断,论述了消费者购买牙科诊疗服务的行为分析,其营销策略现状和优势、存在问题及劣势。在新老消费者调研、内外员工管理调研基础上,研究了 H 牙科医院的市场营销策略,包括总体产品策略、价格策略、渠道策略、促销策略、品牌定位、营销实施策略(目标管理、媒体推广计划、品牌塑造阶段计划、消费者分级管理等、促销年度计划)几大板块的营销现状剖析与改进策略实施。本文还将 H 牙科医院营销策略的研究与我国医疗行业消费者行为分析调研结合起来,对我国医院营销今后的发展提出了五项建议;结合管理咨询等过程,论述了营销策略的研究方法。本文研究的市场营销策略是在和 H 牙科医院充分沟通基础上展开的,其研究结果可以直接应用于牙科医院今后发展和管理中,同时也对其它大型医院的市场营销策略有较高参考价值。本文探讨的市场营销策略与消费者分析调研方法,可以供今后牙科医院在强化市场营销策略的过程中进一步加强和完善。因此,本文具有较强的实际应用价值和理论借鉴价值。关键词: 牙科医院, 营销策略, 市场营销 II Abstract Because the traditional planned economy to market economy and government medical institutions of the strict control of resources, along with the entry of private hospitals, the overall management of the hosp ital industry, the level of face increasingly petition in the market situation. In this paper, H Dental Hospital, improvement and development of marketing strategy as the core of the case, discusses the hospital marketing strategy formulation and improvement methods. First, by more than 20 large state-owned hospitals in China, private dental hospitals, clinics and interv iews with medical management research, consumer behavior research discusses the status of the management of the hospital industry, trends, competitive environment, competitive opportunities and face threat. Then, as H Private Dental Hospital Dent al Hospital conducted a market research, internal evaluation, internal management di agnosis, discussed the purchase of dental services, consumer behavior analysis, st atus of their marketing strategies and advantages, problems and disadvantages. In th e old and new consumer research, internal and external staff management research, based on studies of th e H Dental Hospital marketing strategy, including overall pr