The Analysis Of Hospital Marketing Based On Customer Delivered Value Model

The establishment of the socialist market economy and China s medical and healthsystem reform thorough development of our medical market gradually broke the monopoly.The competition in the Medical service market increased.Competition allowing patients tohave more medical consumption option and to further increase competition between themedical industry. The competition intensifies objectively requirements hospitals shouldimplement a proactive marketing strategy to provide customers with better service, and thusto survive and develop in the fierce market competition. And how to use marketing theory tothe hospital marketing, hospital marketing continues to grow, and still deserves our carefulconsideration. But how to use marketing theory to the hospital marketing so that hospitalmarketing continues to grow? It still deserves our careful consideration.First of all, in the introduction, it describes the research background, research objectivesand methods, content and innovation of the research, introduced the background and overviewof this research, this study provides a background analysis, and laid a solid foundation.Secondly, the paper describes the study of the theoretical basis, mainly the theory of customerdelivered value, including the meaning of the background, the total customer value and totalcost defined content. Then, the current situation of our hospital marketing analysis. It analysisfrom a number of aspects of the current situation of our hospital marketing and summarize itsproblems, explore of restricting our hospital marketing fundamental factors. Again, theempirical analysis. According to the data obtained by the survey, factor analysis of data usingSPSS statistical software to build the theoretical foundation enhance customer delivered valuemodel. Finally, conclusions and recommendations. According to the results of empiricalanalysis, draw conclusions, and on the basis of theory and reality of hospital marketing inmarketing in our hospital problems as the foundation, proposed to the hospital marketingsuggestions.Through this research, we found that what are including in the important factors toinfluence the consumption of hospital customer: the effects of treatment, the physician’sservice attitude, the quality of the hospital environment, the value of the product, the cost ofwaiting time, the energy cost of medical treatment and medical care monetary cost. These factors affect the customers’ choice of hospital. Therefore, in order to further improvecustomers’ satisfaction of the hospital, the article concludes with a series of targetedrecommendations for hospital marketing: to enhance the value of services, the image of thevalue and the value of the product, and reduce the time cost, energy costs and the cost ofmoney.The innovation of this paper lies in: the study based on the practical investigation andusing first-hand information; there are empirical analysis and theoretical discussion, whichhas good practical guidance for how to promote the development of hospital marketing. Theresearch content rich marketing theory also to some extent.