摘要
随着我国医疗体制改革不断深入,国家推出社区医院、各种医疗保险制度以
及从宏观政策上鼓励和引导社会资金兴办非公立医院等措施,以期逐步解决广大
人民群众看病难、看病贵等医疗卫生问题。然而,由于我国人口基数十分庞大,
经济发展相对落后,医疗卫生资源总量不足,仅靠政府行为难以在短期内彻底解
决广大群众看病难、看病贵等医疗卫生问题。同时,随着生活水平不断提高,人
民群众健康意识逐渐增强,医疗健康需求不断增大,医疗卫生服务供给与人民群
众医疗卫生需求之间的矛盾越发突出。要想彻底解决这个矛盾,只有调动一切可
用卫生资源,从整体上增加医疗卫生资源和医疗服务供给。例如使民营医院参与
到医疗体制改革中去,让信誉好、服务优的中小型民营医院提供优质的基础医疗
健康服务,无疑是未来的发展方向之一。但是,目前民营医疗市场极不规范,大
量存在虚假宣传、医疗贿赂等不正当竞争等问题,很大程度上影响了民营医院的
形象和民营医院的可持续发展。

通过介绍营销理论、民营医院环境与SWOT分析作为铺垫,本文总结了目前
民营医院主要有三种营销模式:第一种是民营医院发展初期的短期营销模式,即
为了追求短期的经济效益,不考虑医院的长期发展,通过虚假宣传、欺骗患者等
不正当竞争手段进行医疗营销的模式,第二种是采取与公立医院错位竞争策略的
特色专科营销模式,通过走“小综合、大专科”的夹缝生存之路,在公立医院服
务不到位的地方发展高端特色专科,以提供良好的医疗技术、高尖的医疗设备和
全新的医疗服务来占有属于自己市场份额。第三种则是民间投资者通过“托管、
合资、并购”等手段,迂回进入公立医院的托管模式。并以R民营医院为例,对
其成功的营销模式进行了剖析
最后,得出结论:在当前时期,民营医院是建立完善我国医疗卫生服务体系
的重要组成部分,也具有大力发展民营医院的政治经济环境和现实需求。但是,
民营医院要做到可持续发展,必须引入现代营销管理理念,科学管理,努力提高
医疗服务质量,提供优质的医疗服务。并结合现代营销管理理论给出了民营医院
营销模式的四点建议,以期能对促进民营医疗医院的发展有所参考,并期望现代
营销理论在医疗服务领域的广泛应用起到抛砖引玉的作用。

关键词:民营医院,管理,营销模式

ABSTRACT

With China's medical system reform deepening,our country has taken measures

such as setting up community hospitals, building all kinds of medical insurance systems,

and setting up civilian battalion hospitals by encouraging and leading social capital in

macro policy, aiming at solving medical and health problems like difficult medical

treatment and expensive medical expenses gradually.

However, facing a large population base, the relatively backward economic

development as well as a lack of total health resources in China, it is very difficult to

solve the problems above completely in a short time. Meanwhile, with the development

of living standard and the enhancement of health awareness, the demand for health care

is increasing and the conflict between the supply and the need of medical services is

more and more obvious. To solve the problem totally, it is necessary to increase the

supply on the whole by using every possible medical resource. For example, it is one of

the future development directions to make civilian battalion hospitals involved in

medical system reform and offer good basic health service. But as a matter of fact,the

market of private medical treatment is not standardized, which influences the image of

private hospital and its sustainable development.

By introducing marketing theory and the environment of private hospitals and

analyzing SWOT, three marketing modes in civilian battalion hospitals have been

summarized in the thesis. The first mode is a short-term marketing mode, which exists

in the beginning of development in non-public hospitals, aiming at short-term benefit;

the second one is a particular marketing mode that takes measures different from public

hospitals; the third mode is a trusteeship one that investors detour into public hospitals

by trusteeship, joint venture and merger and so on. In addition, the thesis analyzes a

successful marketing mode of a non-public hospital.

Finally, the thesis draws a conclusion: in the current period, civilian battalion

hospital is an important part of establishing and perfect our country's medical and health

services system, which enjoys a rapid development of political and economic

environment and meets the current demand. However, to achieve sustainable

development, non-public hospitals must introduce the modern concept of marketing

management, advocate scientific management, and strive to improve the quality of

medical services. Besides, by combining the theory of modern marketing management,

the thesis provides four suggestions for private hospitals,hoping to offer some ideas for

promoting the development of the private hospitals and contribute to a wide use of

modern marketing tiieory in medical service field.

Keywords: Civilian battalion hospital, management, marketing mode