从产业组织学角度看中国医疗广告

随着医疗卫生体制改革的全面推行,医疗行业竞争日趋激烈,众多医院采取不同的策略组合以提高其核心竞争力,而广告正是其主要的营销策略之一.本文在对医疗广告特性、类别、作用进行分析的基础上,从产业组织学角度阐述了医疗广告与医疗市场结构、市场效益的关系,提出了中国医疗广告的发展趋势.

Analysis of Chinese Medical Advertisement from the Viewpoint of Industrial Organization

With the comprehensive reform of medical and health care system, the competition in medical industry is getting more and more fierce. Hospitals adopt various strategy combinations to improve their competitive ability, while advertising is one of the main effective marketing strategies. Based on the analysis of the characteristic, category and functions of medical advertisements, the article expatiated the relationship between medical advertisement, medical market structure and market benefit from the viewpoint of industrial organization; predicted the developing trend of Chinese medical advertisements.