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随着医疗市场的发展,以关系营销来经营和管理医院已成为必须。而许多医院管理者因为忽视了医院自身的特点,从而忽略了客户关系营销重要地位和作用,也因此失去了不少市场。本文基于交易营销到关系营销的转变,论述了关系营销在医院服务营销中的必要性,并从关系营销的三个层级论述了医院如何进行客户关系营销,从而提供一些扩大化的附加服务,以增强患者对医院的满意度和忠诚度。
With the development of the medical market, it has become necessary to operate and manage hospitals with relational marketing. Many hospital administrators have neglected the characteristics of the hospital itself, thus neglecting the important position and role of customer relationship marketing, and thus losing a lot of markets. Based on the transformation from transaction marketing to relationship marketing, this article discusses the necessity of relationship marketing in hospital service marketing and discusses how hospitals conduct customer relationship marketing from three levels of relationship marketing to provide some additional services for expansion. Increase patient satisfaction and loyalty to the hospital.