中国经济持续增长和发展，国人对生活品质的要求也有所提升，越来越多的 人开始注重口腔的健康和美观问题。随着需求的产生，在推动市场发展的同时， 也使得国内的口腔医院和诊所与日俱增，然而由于国家相关职能部门在管理和监 管口腔医疗机构的制度和法规方面存在着很多漏洞，从而影响了口腔医疗市场的 良性竞争。在这种背景之下，为了确保口腔医疗机构可以在不断规范的市场环境 下谋求生存和发展，则需要建立一套科学的营销方法，这不仅有助于吸引客户和 扩大市场规模，而且也可以强化品牌的核心竞争优势。 在总结梳理国内外文献的基础上，以穗华医院相关重点管理部门的业务骨干 为重点对象，采取召开专题座谈会形式，专家访谈方式广泛收集意见和看法，帮 助本文开展研究。以 PEST、STP 为基础分析工具，从宏观环境分析、微观环境分 析到明确的市场定位设计，结合 SWOT 矩阵分析到口腔患者目标群体细分，对穗 华口腔市场营销策略分析和问题诊断；然后依靠 AARRR 用户生命周期模型、客户 交互行为设计和 7P’s 营销框架等为穗华口腔进行市场营销策略的调整；最后提 出穗华口腔市场营销策略的评估、调整及控制。 通过对穗华口腔市场营销策略的分析研究，重新对口腔患者细分群体展开群 体画像，明确穗华口腔的目标患者群体，借助营销策略的调整、营销活动的实施、 传播渠道的调整等手段，吸引口腔医疗市场关注，构建患者品牌认知，提升患者 上门就诊，重构不同目标患者群体体验营销场景，增强患者的获取、活跃、留存、 转化和自媒体“口碑效应”，进一步在口腔医疗机构品牌林立的区域竞争市场格 局中，打造穗华口腔独特的品牌基因，提升医院营收和市场份额，加快集团战略 性发展扩张的布局。 该课题的研究结果适用于解决穗华口腔医院的市场营销问题。此外，也期待 在研究的帮助之下，可以对口腔医疗市场的营销规律有更加深入的认识，构建完 善的营销体系，增强患者体验，为口腔行业同类机构应对相关问题提供指导，逐 渐理清行业运行的标准，保障口腔患者群体享受规范的安全口腔诊疗服务的权利。 关键词：市场营销,策略,穗华口腔,医疗管理II STUDY ON MARKETING STRATEGY OF SUIWAH STOMATOLOGY HOSPITALAFFILIATED TO JINAN UNIVERSITY Abstract Withthe sustainable development of the Chinese economy, people have demanded an enhanced quality of life. An increasing number of people start to attach greater importance to oral care and beauty. As the demands trigger the market booming, the stomatology hospitals and clinics have sprung up like mushrooms. However, the relevant authorities that supervise and manage these hospitals have a great deal of weakness in terms of rules and laws. Moreover, it affects the healthy competition in the market. Under this circumstance, a set of scientific strategies in marketing is required if we ensure the survival and development in this increasingly disciplined market. It cannot only help attract customers and enlarge the market size but strengthen the competitive edge of the branch. Based on the sorting out of literature home and abroad, the focused targets are elites from management sectors in Guangzhou Suiwah Stomatology Hospital. The research is conducted in various methodologies, including seminars, interviews and questionnaires for the experts. The opinions and suggestions that are collected can facilitate this study. Besides, the positioning and current situation in the marketing of Suiwah are introduced. Based on the theories of PEST an STP, combining with the external and internal analysis and SWOT matrix analysis, this research can produce a clear picture of Suiwah’s sales and marketing. What comes next is the adjustment in the sales and marketing strategies by applying methods such as the AARRR user life cycle model and 7P.At last, the study offers the assessment，adjustment and control in the suggested strategies. The study aims to renew the group portrait of oral patients and confirm the target clients of Suiwah market. With aids such as an adjustment in marketing and channel and promotion campaigns, Suiwah tries to attract the attention of the oral market, build brand recognition and increase the number of out-patients. Also, it reconstructs the experiencing scenes for different target patients in order to strengthen their acquisition, activation, retaining and transformation and the own media’s “word of mouth effect”. Suiwah hopefully shapes its unique brand gene and increases the revenues and marketIII shareamongtheseverecompetition in the field.Moreover,it will accelerateits strategic development of expansion. All the findings in this study can apply to the solutions to the marketing problems of Suiwah. Besides, it is expected to dig out the more profound marketing laws of the Stomatology market. The improved construction of the marketing system and patients’ experience will offer guidance for other hospitals to solve the related problems and sort out the standards of operations in the industry. Thus, it can guarantee the rights that oral patients are entitled to the service of safe treatments. Key words：sales and marketing, strategies, Guangzhou Suiwah Stomatology Hospital, medical management兰州大学硕士学位论文 暨南大学附属穗华口腔医院市场营销策略研究 IV 目 录 中文摘要.................................................I Abstract ................................................ II 第一章 绪论 .............................................1 1.1 研究背景与研究意义..........................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................2 1.2 研究内容与思路..............................................2 1.3 研究工具与方法..............................................2 1.3.1 研究工具................................................2 1.3.2研究方法.................................................4 第二章 相关理论综述 .....................................6 2.1 市场营销策略相关理论........................................6 2.1.1 市场营销................................................6 2.1.2 市场营销策略............................................6 2.1.3 SWOT分析................................................6 2.2 医院市场营销策略............................................7 2.2.1 医院市场营销............................................7 2.2.2 医院市场营销策略........................................8 2.3 服务市场营销策略............................................8 2.3.1 服务市场营销的概念......................................8 2.3.2 服务市场营销的特点......................................8 2.4 体验式营销..................................................9 2.5 AARRR用户生命周期模型......................................10 第三章 穗华口腔医院市场环境分析 ........................11兰州大学硕士学位论文 暨南大学附属穗华口腔医院市场营销策略研究 V 3.1 宏观环境分析...............................................11 3.1.1 政治环境分析（Politics）...............................11 3.1.2 经济环境分析（Economic）...............................12 3.1.3 社会环境分析（Society）................................12 3.1.4 技术环境分析（Technology）.............................13 3.2 微观环境分析...............................................14 3.2.1 政策层面利好因素推动口腔医疗行业的良性发展.............14 3.2.2 民营口腔医疗行业现状分析...............................14 表3-2 2018年中国口腔医疗部分机构融资表情况..................16 3.2.3 广东省口腔医疗行业情况.................................16 3.2.4 主要竞争对手分析.......................................17 3.3 穗华口腔SWOT分析...........................................18 3.3.1 穗华口腔优势（Strengths）分析..........................18 3.3.2 穗华口腔劣势（Weaknesses）分析.........................19 3.3.3 穗华口腔的市场竞争机会（Opportunities）................20 3.3.4 穗华口腔的潜在市场威胁（Threats）......................21 第四章 穗华口腔医院市场营销现状与问题分析 ..............24 4.1 穗华口腔医院介绍...........................................24 4.2 穗华口腔医院营销现状.......................................24 4.2.1 穗华口腔医院的营销定位.................................24 4.2.2 穗华口腔的市场竞争态势.................................27 4.3 穗华口腔医院的营销问题.....................................28 4.3.1 穗华口腔产品、价格的现状及问题.........................29 4.3.2 穗华口腔渠道、促销的现状及问题.........................30 4.3.3 穗华口腔人员、过程及有形