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医疗一直是国民关注的民生问题,随着人们生活水平的提高,对医疗水平、条件、服务等方面都有了新的要求,传统的医院服务模式已经满足不了现代人们的需求和期望,在医疗卫生体制的不断改革下,医疗服务市场竞争日趋激烈,为此,以桂林C医院为例,运用SWOT分析方法和波斯顿矩阵,对其服务营销现状进行分析研究,总结医院营销策略存在的问题,并尝试找到改善医院服务营销的措施。
With the improvement of people’s living standards, medical treatment has always been a new concern for the medical standards, conditions and services. The traditional hospital service model has failed to satisfy the needs and expectations of the modern people. In medical treatment, With the continuous reform of the health system, the competition in the medical service market is getting fiercer. To this end, taking Guilin C Hospital as an example, this paper analyzes and studies the status quo of service marketing using the SWOT analysis method and the Boston matrix, sums up the existing problems in the hospital marketing strategy, And try to find ways to improve hospital service marketing.