I 摘要 近年来，随着国内医疗改革的不断深入，政府立法和支持民营资本有效补充到医疗 行业，第三方独立医学实验室在我国已经呈现出令人关注的发展活力，但是不能忽视的 是独立医学实验室行业同质化竞争严重，企业成本压力也日益突出，传统的营销模式已 经不能应对所面临的外部挑战。鉴于第三方独立医学实验室行业的特殊性，运用价值共 创的理论以指导服务营销策略的实施，将成为独立医学实验室行业获得竞争优势的关键。 基于此，本文参考国内外关于服务营销的相关文献进行归纳总结，简要介绍了服务 营销内涵及构成要素等基本概念，引入价值共创理论作为本文优化JNDA医学检验中心 服务营销策略的理论视角，并提出顾客价值的重要性。在对JNDA医学检验中心基本情 况简单介绍后，为了深入了解JNDA医学检验中心现有的服务营销策略，本文基于价值 共创的视角对JNDA医学检验中心现有的服务营销策略进行了评价分析，分别从服务产 品、服务定价、服务渠道、服务促销、服务人员、服务的有形展示、服务过程等七个方 面设置题项进行问卷调查，并分析得出其存在的问题，然后根据存在的问题基于价值共 创梳理优化JNDA医学检验中心的服务营销策略，分别从服务产品、服务标准、服务渠 道、服务促销、服务定价等方面进行优化，对其现有的服务营销策略提出了转变服务态 度、拓宽服务渠道、维护公共关系、做好服务推广、完善风险评估与规避机制的优化方 案。最后，为了保障JNDA医学检验中心服务营销策略优化方案的顺利实施，分别从培 育价值共创共识、合作共建发展模式、质量管理体系、团队建设、信息自动化建设等方 面提出了实施的保障措施。 本文的研究有助于JNDA医学检验中心的服务营销策略更加优化，使JNDA实现更 好的管理效益，也能够以JNDA为范例，为第三方独立医学实验室的发展提供一些建议。 关键词：价值共创；服务营销策略；顾客价值 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT In recent years, with the continuous deepening of domestic medical reforms, government legislation and support for private capital to effectively supplement the medical industry, third-party independent medical laboratories have shown remarkable development vitality in China, but independent medical experiments cannot be ignored The homogenization competition in the office industry is serious, and the cost pressure of enterprises is becoming more and more prominent. The traditional marketing model can no longer cope with the external challenges it faces. In view of the particularity of the third-party independent medical laboratory industry, applying the theory of value co-creation to guide the implementation of service marketing strategies will become the key to gaining a competitive advantage in the independent medical laboratory industry. Based on this, this article summarizes and summarizes the relevant concepts of service marketing at home and abroad, briefly introduces the basic concepts of service marketing connotation and components, introduces the value co-creation theory as the theoretical perspective of this paper to optimize the service marketing strategy of the JNDA medical laboratory, and Propose the importance of customer value. After a brief introduction to the basic situation of the JNDA Medical Testing Center, in order to gain a deeper understanding of the existing service marketing strategy of the JNDA Medical Testing Center, this article evaluates and analyzes the existing service marketing strategy of the JNDA Medical Testing Center based on the perspective of co-creation of value. Set up items from seven aspects of service products, service pricing, service channels, service promotion, service personnel, tangible display of services, service process, etc. to conduct a questionnaire survey, and analyze the existing problems, and then based on the existing problems based on value Co-creating and optimizing the service marketing strategy of JNDA Medical Testing Center, optimizing from the aspects of service products, service standards, service channels, service promotion, service pricing, etc., and proposing a change of service attitude and widening of services for its existing 山东理工大学硕士学位论文 ABSTRACT III service marketing strategy Channels, maintain public relations, do a good job in service promotion, improve risk assessment and optimization schemes for circumvention mechanisms. Finally, in order to ensure the smooth implementation of the JNDA Medical Testing Center's service marketing strategy optimization program, the implementation of safeguard measures was proposed from the aspects of cultivating value co-creation consensus, cooperation and co-construction development model, quality management system, team building, information automation construction, etc. The research in this article helps JNDA Medical Testing Center's service marketing strategy to be more optimized, so that JNDA can achieve better management benefits, and can also use JNDA as an example to provide some suggestions for the development of third-party independent medical laboratories. Keywords:Value co-creation; Service marketing strategy; Customer value 山东理工大学硕士学位论文 目录 IV 目录 摘要 ...............II ABSTRACT ...II 目录 ............... IV 第一章 绪论 .... 1 1.1 研究背景与意义 ................ 1 1.1.1 研究背景 ..................... 1 1.1.2 研究意义 ..................... 2 1.2 国内外研究综述 ................ 3 1.2.1 服务营销研究 ............. 3 1.2.2 医疗服务营销研究 ..... 6 1.2.3 价值共创的研究 ......... 8 1.3 研究内容与研究方法 ...... 12 1.3.1 研究内容 ................... 12 1.3.2 研究方法 ................... 14 第二章 理论基础 ......................... 15 2.1 市场营销理论 .................. 15 2.2 服务营销理论 .................. 17 2.2.1 服务的内涵 ............... 17 2.2.2 服务营销的内涵 ....... 17 2.3 服务营销组合理论 .......... 18 2.3.1 7Ps服务营销组合理论 ........................... 18 2.3.2 医疗服务营销组合理论 .......................... 19 2.4 价值共创理论 .................. 20 2.4.1 价值共创理论内涵 ... 20 2.4.2 价值共创理论分支 ... 20 山东理工大学硕士学位论文 目录 V 2.5 价值共创与服务营销 ...... 22 第三章 JNDA医学检验中心服务营销策略现状及存在问题 ............... 24 3.1 JNDA医学检验中心概况 .............................. 24 3.1.1 DAZD集团简介 ....... 24 3.1.2 JNDA医学检验中心简介 ....................... 25 3.2 JNDA医学检验中心服务营销策略现状调查及存在问题分析 26 3.2.1 价值共创理念未成系统 .......................... 27 3.2.2 服务营销理念稍显落后 .......................... 27 3.2.3 产品整体概念运用不足 .......................... 28 3.2.4 医疗服务相对同质化 .............................. 28 3.2.5 服务营销渠道相对单一 .......................... 29 3.2.6 服务营销组织不健全 .............................. 29 3.2.7 服务过程界线不明晰 .............................. 30 3.2.8 服务的有形展示不足 .............................. 30 第四章 价值共创视角下JNDA医学检验中心服务营销策略评价...... 31 4.1 价值共创视角下JNDA服务营销策略评价思路 ....................... 31 4.2 价值共创视角下JNDA服务营销策略评价指标体系构建 ....... 31 4.2.1 评价指标体系的构建目的 ...................... 31 4.2.2 评价指标体系的构建原则 ...................... 32 4.2.3 评价指标体系的构建要素 ...................... 32 4.3 服务营销策略各要素指标权重计算 ............. 33 4.3.1 层次分析法基本步骤 .............................. 34 4.3.2 服务营销策略各指标权重的计算步骤 .. 37 4.4 价值共创视角的JNDA服务营销策略评价计算 ....................... 44 4.4.1 调查问卷的设计原则 .............................. 44 4.4.2 调查问卷的题项设计 .............................. 45 4.4.3 调查问卷的发放与回收 .......................... 48 4.4.4 调查问卷题项的计算方法 ...................... 48 山东理工大学硕士学位论文 目录 VI 4.4.5 调查问卷数据统计 ... 49 4.4.6 评价结果分析 ........... 50 第五章 基于价值共创的JNDA医学检验中心服务营销策略优化...... 52 5.1 基于价值共创的JNDA服务营销策略优化的环境分析 ........... 52 5.1.1 基于价值共创的JNDA服务营销优化的宏观环境分析 .... 52 5.1.2 基于价值共创的JNDA服务营销策略优化的竞争环境分析 ........................... 56 5.2 基于价值共创的JNDA服务营销策略优化方案 ....................... 60 5.2.1 服务产品的优化 ....... 61 5.2.2 服务标准的优化 ....... 61 5.2.3 服务渠道的优化 ....... 61 5.2.4 服务促销的优化 ....... 62 5.2.5 服务定价的优化 ....... 63 第六章 基于价值共创的JNDA医学检验中心服务营销策略优化实施体系 ....................