从国外医院的营销理念谈我国医院的营销策略

国外医院的市场营销基本上都是以满足就医顾客需求为导向的,并且在医疗服务项目的确立,医疗技术实施,院前观察与院后随访都贯穿了这一理念。在市场经济体制环境条件下,我们的医院也应当树立营销理念,掌握营销策略,不断调整医疗机构的技术项目和服务模式,以适应市场不断变化的需求,将市场营销策略应用到医院经营管理过程中。     

浅谈医院营销中市场细分与定位的策略与实践

随着医疗市场竞争日益剧烈,医疗服务需求日趋多样化,越来越多的市场营销理念和策略被引入到医疗行业。文章主要运用服务营销领域理论和所取得的经验,对医院服务营销策略及其阶段性实践进行了系统的研究,通过解析武昌医院服务方面的不足,提出并探讨今后的发展方向。     

经济活动分析与"经营自我"在医疗机构中的应用

医院经济活动分析的基本程序可表述为:根据医院当期工作重点和中心任务,制定分析计划,按照分析计划进行搜集、选择和整理分析资料,建立分析模型,进行定量分析,在此基础上,做好定性分析,并进一步进行综合研究,抓住主要因素,最后根据分析结果,做出评价,提出措施,以便充分挖掘提高医院经济效益的潜力.具体步骤:1.运用相关科室提供的在当前医疗服务中取得经济收入有关资料,进行医院对内和对外的经济活动分析预测.2.以市场营销理论为基础,转变传统的医疗服务理念.3.以医疗市场需求为导向,变革传统的医疗经营理念.4.以品牌效应为资本,变革医院传统的运行机制.5.在医院全体职工学会"经营自我"的同时,医院的管理层应从组织上、策略上不断完善"经营自我"的市场营销策略,以便为打造一流现代化医院作好准备.     

医疗机构营销管理概念与背景

文章阐述了国外医院的市场营销模式，分析了我国医院市场营销现状。同时指出要坚持科学发展观，通过提供全方位、多层次的服务赢得市场，赢得病人，从而建立适合我国医院发展的市场营销模式。     

我国中小企业起步发展阶段目标市场的选择

本文分析了无差异市场营销、差异性市场营销和集中性市场营销三种目标市场营销策略的特点,结合中小企业自身的状况,探讨了中小企业如何采用适合企业自身情况的目标市场的策略以求得生存并不断发展壮大.     

基于“4Rs营销组合”理论的商业银行市场营销策略分析

文章通过介绍"4Rs营销组合"理论并且分析招商银行市场营销策略,探讨如何将"4Rs营销组合"运用于我国商业银行市场营销策略中,解决当前我国商业银行市场营销中的问题,从而进一步提升我国商业银行市场营销水平,最后提出个人的建议。     

探析亚马逊企业物流与市场营销的关系

物流与市场营销之间存在着非常密切的相互关系，主要的表现包括两个方面：一方面为物流给市场营销带来的影响，另一方面为市场营销给物流带来的影响。以亚马逊企业为例，从分销策略、定价策略、产品策略与促销策略四个方面分析亚马逊企业中物流对市场营销的影响，从物流成本、库存水平与运输决策三个方面分析亚马逊企业中市场营销对物流的影响，进而指出了物流与市场营销之间的密切关系。最后对物流与市场营销对亚马逊企业的综合影响进行研究，通过物流与市场营销关系的优化促进亚马逊经济效益与社会效益的提高。     

我国中小企业起步发展阶段目标市场的选择

本文分析了无差异市场营销、差异性市场营销和集中性市场营销三种目标市场营销策略的特点，结合中小企业自身的状况，探讨了中小企业如何采用适合企业自身情况的目标市场的策略以求得生存并不断发展壮大。     

论企业转制后的市场策略

企业战略包括产品策略,管理策略,市场策略等等,作为企业战略的一个重要组成部分,市场营销策略对企业实现其战略有着重大的影响。在如今激烈的市场竞争中,一项正确的市场营销策略能使一个陷入困境的企业起死回生,也能使一个企业在市场竞争中占据有利位置;与此同时,一项失误的市场营销策略能使一个蒸蒸日上的企业瞬间被市场所淘汰。因此,在企业改制的过程中,我们应注意企业市场营销策略对企业战略和企业命运的影响。     

战胜市场营销短期行为的对策浅析

阐述了市场营销的重要性,并对市场营销短期行为需要从营销战略、产品策略、价格策略、销售渠道和促销策略等五方面予以分析.     

医院财务管理问题及对策分析

随着医院卫生体制改革的不断深入,医疗市场的竞争也日趋激烈。飞速变化的医疗市场,使每家医院都更加注重自身的快速发展,更多的医院都希望通过加强财务管理来促进自身的快速发展,以前的财务管理模式已经发生转变。随着社会主义市场经济的建立和完善,医院经济活动和经济关系正在发生着根本的变化。     

State versus private provision: How does China’s market‐oriented reform affect healthcare delivery?

The role of the government in health care provision remains a contested issue worldwide. Public hospitals dominate China’s health care industry. However, in the early 2000s, the eastern China city of Suqian privatized all its hospitals and relaxed entry barriers for private hospitals. We assess the impact of the pro‐market reform on hospital performance using a differences‐in‐differences approach. We find that the pro‐market reform decreased medical price and expenditure, improved self‐reported health outcomes, and reduced search time and cost for patients. We show that after the reform, Suqian residents had greater trust in doctors than did residents from other cities.     

医疗服务递送机制中主体利益关系及扭曲矫正——基于政府职能的视角

医疗服务递送机制中涉及到医疗服务机构、医生、药企和患者四方利益主体。当前我国这些利益主体之间种种不合理的利益"合作"与"冲突",均与医疗服务递送机制中政府职能的缺位和错位存在着直接关系。在进一步深化医改的过程中,我国政府应当正确地履行好理应承担的公共职能,即加强对卫生资源的合理规划与配置;加大对公立医院的财政投入并优化对其补偿机制;加强对医疗服务机构与药品行业的监管;加强医药信息披露机制建设;鼓励医药卫生服务市场公平竞争,并放弃不适当的医药价格管制。     

The impact of regional competition on the health care industry

We investigate factors that determine firm markups by employing data on prices and quantities of various medical procedures at major hospitals in the United States. We focus on the impact of hospital quality, rival competition and the number of medical procedures upon the health care demand. Our analysis covers health-care markets across the United States with the market definition based upon the hospital referral regions. Our findings highlight potential implications of the relationship between hospital markups and market structure.     

Monopoly medicine?

"Integrated" health plans, which tie together doctors, hospitals and other services, are being touted as a remedy for the nation's ailing health system. But in Minnesota, where such plans are relatively well established, a side effect has appeared: a rash of mergers and acquisitions that could undermine competition in the health care market.     

医院体验营销的实施及模型构建研究

我国医药卫生体制改革的实施方案明确指出,要不断推进公立医院改革,鼓励民营资本举办非营利性医院.随着医药卫生体制改革的日益深入,医院营销中面临的竞争和挑战也越来越多,医院医疗作为服务的产品形式,传统营销模式与手段已表现出不足,当前以协调医院经营效益与患者利益之间关系的改革成为制约医改成功与否且提升医院竞争力的重要因素.从医疗消费者和医院两方面出发,以体验营销理论为基础,结合医院体验营销差异性、参与性及长期性等特点,从体验设计、体验实践和体验控制三步出发构建医院体验营销实施的模型,分析了体验营销模式的构成要素及实施中注意的问题,为医院进一步实施医疗改革和体验营销提供了借鉴.     

现代百货业的营销新思考

当前,百货商场业市场竞争异常激烈残酷,综合营销经营工作对销售促进的推动力尤显重要。百货商场要在激烈的竞争中获胜,须打造切实可行的服务营销战略。通过从开展特色服务、控制服务质量、注重互动营销、营造优质购物环境等多个方面入手研究,可以为百货商场的长远发展提出有效的服务营销路径选择。     

The potential imposition of wage controls on nurses: a threat to nurses, patients, and hospitals

When there are shortages of RNs, hospitals and health care organizations in competitive nurse labor markets respond by increasing wages: some hospitals will respond faster and some will offer higher wages than others. The wage increase brings about two important short and long-run outcomes that, together, will increase the supply of RNs in the labor market. Because wage controls prevent the flexibility of wages to adjust, they can cause a shortage to develop when the demand for RNs is increasing (as in the 1970s), and wage controls will lengthen the duration of a shortage once it has begun. The impacts of prolonged RN shortages are multifaceted and destructive to nurses, patients, and hospitals. Looking ahead over the next 15 years when the demand for RNs is expected to grow by roughly 3% per year and the supply of RNs by much less than that, a new nursing shortage is projected to develop and reach a deficit of 285,000 RNs by 2020. The worst thing that could happen to the nursing profession would be to impose wage controls on nurses as this would prevent the needed short and long-run labor supply responses from developing and thereby eliminate the shortage.     

Regulating internal markets for hospital care

Internal markets have been created in an attempt to shift power from producers to consumers in a context where consumers have very weak incentives to seek out low-cost producers and have little knowledge about the quality of health care. The idea is that by establishing public agencies to act as the sole purchasers on behalf of consumers in their area of jurisdiction, the asymmetry of information can be moderated and a more competitive environment created in which costs will be minimized and quality enhanced. Whether these aspirations can be fulfilled will depend on how the internal market is organized. In this article the cost-minimizing properties of alternative market structures where hospitals do not share the same objectives are examined. The scheme is designed from the standpoint of a benevolent regulator that provides services using two hospitals with fixed locations. The paper shows that price discrimination is a superior instrument. Finally some market forms are always dominated and should be avoided.

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城市医疗资源优化配置的出路与选择——兼论摆脱制度吸纳资源的困境

通过对中国城市医疗资源配置现状进行分析,找出城市医疗资源配置层面不均衡、医疗资源配置结构不合理、医疗资源利用率低和医疗资源配置方式不适应疾病模式变化是新医改面临的主要问题。并对其成因进行讨论,认为医疗制度运行常态化导致配置资源非均衡化,而资源配置非均衡化进一步导致效率低矮化。提出摆脱制度吸纳资源的路径和选择,首先应通过完善医疗资源配置的制度体系保证资源配置的均衡性和有效性;其次,政府应该增加医疗卫生的投入比例、明确医疗卫生产品的属性、鼓励民营营利性医院进入医疗市场,建立多元化医疗投入制度;再次,通过倡导基层医院与大医院进行双向转诊,保证就医结构的合理;最后,根据社区和乡镇医疗机构的需要培养全科医疗人才,医学院校要对基层医院的医护人员进行理论培训,保证基层医生的理论基础。