随着我国医疗制度改革的深化,各大医疗服务机构将面临市场竞争的巨大压力,同时,随着人们生活水平的提高,患者对医疗服务的需求已不仅仅局限于治病就医,消除自觉症状,而是希望获得系统的健康服务,这就要求医疗服务的提供者改变传统观念,以整体营销的理念来规划自己所提供的服务产品,在竞争中创造顾客满意。本文从医疗服务市场中消费者的行为特点入手,分析了患者的消费决策过程,并据此对综合性医院的市场对策作了一些粗浅的研究。一、医疗服务中消费者的行为特点 With the deepening of the reform of China’s medical system, major medical service organizations will face enormous pressure from market competition. At the same time, as people’s living standards increase, patients’ needs for medical services are not limited to medical treatment and eliminate self-consciousness symptoms. Instead, we hope to obtain systemic health services. This requires providers of medical services to change their traditional concepts, plan their own service offerings with the concept of overall marketing, and create customer satisfaction in competition. This article starts with the behavioral characteristics of consumers in the medical service market, analyzes the patient’s consumption decision-making process, and makes some shallow researches on the market countermeasures of general hospitals. I. Characteristics of Consumer Behavior in Medical Services