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文章结合国内疗养院医疗设备管理现状、人才队伍建设状况、信息系统、科研工作等情况,阐释了在全民健康及大健康产业高速发展的社会背景下,将疗养院发展引入市场营销理念与手段的必然性。列举北京小汤山疗养院“天使健康关爱项目”、局级干部健康管理项目、院士健康管理项目、公安干警健康管理项目、飞行员健康管理项目等实例,采用SWOT分析法,分析了疗养院在针对不同功能社区开展个性化健康管理项目上的优势、劣势、机会、威胁,以及实际运作成效,提出市场经济体制下的疗养院发展离不开市场营销,疗养院要在充分认识自身优势与劣势的基础上,转变观念,创新思维,走一条有疗养特色发展之路的观点。
This article explains the inevitability of bringing the development of nursing home into the marketing idea and method in the context of the rapid development of universal health and large health industry, combining with the status quo of medical equipment management in the domestic nursing home, the status quo of talent team building, information system and scientific research. The examples of Beijing Xiaotangshan Sanatorium, “Angel Care Project”, bureau-level cadre health management project, academician health management project, public security police health management project and pilots health management project are listed. By using SWOT analysis method, It puts forward that the development of nursing home under the market economy system can not be separated from the marketing. Based on the full understanding of the advantages and disadvantages of the nursing home, Change ideas, innovative thinking, take a path of development with the characteristics of convalescent views.