上海瑞金-哈佛心脏中心市场定位和营销策略

目的对国内医院的市场及营销情况进行探讨、研究。方法以中外合资合作项目瑞金-哈佛心脏中心为研究对象,通过深度访谈、数据分析以及市场营销管理工具等方法,进行市场分析、市场定位以及营销策略研究。结果初步认为心血管治疗市场需求远远大于供给,瑞金-哈佛心脏中心的建立符合市场的需求。结论上海瑞金-哈佛心脏中心将以上海以及长江三角洲地区的特需和外籍的心血管疾病成人患者为目标市场。中心的营销策略是将外部营销、内部营销和交互营销有机结合起来。以期为国内医院管理者的市场营销工作提供参考。

Market Positioning and Marketing Strategies for Shanghai Ruijin-Harvard Heart Center

Objective To perform the research on the domestic hospital marketing. Methods Through deep discussion,data analysis and marketing survey,we conducted a research on the market positioning and marketing strategies for Shanghai Ruijin-Harvard Heart Center which is a Sino-foreign joint venture. Results The demand is much bigger than the current supply in the market for cardiovascular diseases.The establishment of the center meets the demands of the market. Conclusion The center will focus on the adult patients in Shanghai and Yangtze Delta,and combine the external,internal and interactive marketing strategies.It may provide some useful experience for the Chinese hospital management,especially for hospital marketing.