基于顾客价值视角的医院营销策略研究

华中科技大学博士学位论文基于顾客价值视角的医院营销策略研究姓名：肖燕申请学位级别：博士专业：社会医学与卫生事业管理指导教师：张亮20080501_____1ProquestHealth&MedicalComplete215001320123344V1423150044VNETIMCCRMCSR54V5ResearchonHospitalMarketingStrategyBasedonCustomerValuePerspectiveD.Candidate:XiaoYanSupervisor:Prof.ZhangLiangAbstractObjectives:Medicalmarketisaspecialmarketwiththecharacteristicsofitsnon—profit,welfarespaymentandthemonopolizationoftechniqueindustry.Thosemakeitpossibletomakethemedicalmarketdifferentfromproductsmarketofenterprise.Intermofhospitable,itwon’tcopyandapplythematuremarketingmodelmechanically.Therefore,basedonaprofoundunderstandingoftherelatedmarketingtheory,hospitalsshouldmeetthepracticalneedsofcustomersandfacethefeaturesofmedicalmarket.Inordertomakethequalitativecontrolofhospitalsbetter,improvethequalityofhospitalserviceandbetofurthermakethehospitalsincorporatethetimesofvaluemarketingwithchallengeandopportunities,weshouldbreakthroughthetraditionalmodelwiththebenefitoftheoreticalaidofvaluecustomersandputforwardthemarketingstrategyaccordingwiththefeaturesofhospitalsandmeettheneedsofcustomersaswell.Methods:LiteratureMethods:Withthemethodofsearchingforkeywordsbesidesthevaluecustomers,thedeliveredvalue,thehospitalmarketing,themarketingstrategy,etc.,Ihaveretrievedsomefamousnetworks,suchasChinaJournalNet,Wanfangdata,Chinesesci-techperiodicalsdatabase,chongqingvip,multimediadatabaseofXinhuaNewsAgency,ChinaexcellentDoctorandmaster’sdissertationdatabaseandProquestHealth&MedicalCompletedatabase.Applyingsuchmethodsasanalysis,inductionandcomparisontoresearchforthepartoftheirradiativeeffectandreferentialsignificancehasleadto6preliminarysummarizetheavailablesectionswiththedatacollectionaboutthedeliveredvalueandhospitalmarketingstrategyathomeandabroad.TheoreticalApproach:withthehelpofmarketing,hospitaladministration,relateddisciplinesofpoliticaleconomics,wewoulddiscussontherelatedproblemsofhospitalmarketing.Throughstuddingtherelatedtheory,weareintenttomakeinherentilluminationabouttheexistingproblemsandphenomenon.Besides,wewouldanalyzethepatients’mentalneedsbyusingthetheoriesoftherelatedsociologyandpsychologyforreference.Moreover,therelatedtheoriesandvaluecyclelawbasedonthevalueexpectation,valueperception,valueexperienceandvalueevaluationofcustomers’valuerealizationisstudiedanddiscussedconcretely.EmpiricalResearchMethod:Inthisessay,theresearchdataarecomposedofspotquestionnairesurvey,in-depthinterviewandcaseobservation.Firstly,thespotquestionnairesurveyiswithWuhanunionhospital,Hubeixinhuahospital,AierEyeHospitalandHubeicancerhospitalforinvestigatedunitsinWuhan.Apartofpatientswereselectedforquestionnaireresearchbystratifiedrandomsamplinginmentionedhospitalsabove.Weprovide1500copiesofquestionnaireinallandreclaim1320effectiveones.Secondly,whenitcomestothecustomervalueeffectfactorsanddemandfactors,manytimesresearchanddemonstrationwouldbemadeinthisthesis.Thetargetofinterviewsisthemarketingmanagers,patients,expertsandprofessorsinHubeixinhuahospital,WuhanAsiaHeartHospital,Hubeicancerhospital,Wuhanunionhospital,andAierEyeHospital.Lastly,wehavechosentheWuhanAierEyeHospitalasthecaseobservationunit.Basedonthesystematiccollectionandanalysisoftherelatedstatisticalreportanddailymanagementdate,morethoroughandsystematicknowledgeisobtained.AnalyticalMethod:Quantitativedataanalysismethodiscomposedofdescriptivestatisticaltechnologies,qualitativedescription,varianceanalysis,chisquaretest,clusteringmethodologyandhealthstatisticanalysistechniqueetc.Qualitativedataanalysisincludesinformationcodingandinformationinductionetc.Results1.TheanalysisofcustomervaluecyclesystemAccordingtotheanalysisofcustomervaluecyclesystem,aconclusionisdrawnthat7customervaluecyclesystemisdynamic,multivariateandrelativeinthecreationandtransferofcustomervalue.Justlikethecontinuousrotationofthreewindmills,valueexpectation,valueperception,valueexperienceandvalueevaluationareinseparable.Underthestrongimpetusofvaluemotivation,itwouldovercometheresistanceofvaluewallandtransferthecustomervaluestepbystep,finally,allofthatwouldformthestrongvalueflow.Themostimportantaspectisthatthecustomisthefinalrecipientandbeneficiary.Theempiricalresearchhasshowedthatcustomervaluedirectdrivecustomersatisfaction.Therefore,thedegreeofcustomvalueistheindicatorofcustomerperception.Itisonlypersistentlyapplyingthevaluesofhighcaliberthatcouldreceivethereliableandsustainedlevelofcustomersatisfaction.Inordertoguaranteefavorablecustomloyal,weneedthesustainedcustomsatisfaction2.QuestionnaireAnalysisofHospitalCustomerpsychologicalneedForthepatient,theinvestigationthroughquestionnaireillustratesthatthebasicrequirementistoalleviatethesufferingsofpatientsandmedicalsafety.Satisfactoryserviceranksinthesecondposition,thenistherespectandcarefromthemedicalstaff,thelastistofreelychoosethedoctorandRx.Onthebasisofrankingresult,wecoulddrawaconclusionthatthemedicaltechnology,qualityofserviceandmedicalexpensesseparatelyrankthefirst,secondandthirdplace.Asforthepatient,theywouldtakethosefactorsintoaccountfirstly.Thenextisthereputeofhospital,contracthospitalinmedi