中文摘要
中文摘要
近年来，随着我国经济的飞速发展，人们越来越重视口腔健康问题，民营口
腔医院如雨后春笋般生长迅速，但是由于没有专业的市场营销概念，医院所提供
的医疗服务渐渐趋于同质化，各种价格战和恶性竞争频出，因此民营口腔医院在
如此激烈和复杂的环境中，如何把握住机遇，迎接挑战生存下去是一个非常重要
的课题。
本文研究对象 HM口腔医院是一家成立不久的民营口腔专科医院，是当地唯
一一家口腔专科医院，其主营业务是为患者提供口腔保健、口腔美学、口腔治疗
和口腔功能等四大口腔医疗服务。HM口腔医院作为当地首家口腔专科医院，将
其作为研究对象进行深入的市场调研和分析，通过对其发展情况和营销现状进行
分析，找出目前营销中存在问题并分析其原因，根据服务营销理论制定组合营销
策略帮助其迅速站稳市场。
本文主要是从以下几个方面开展研究：首先描述了在宏观经济背景下民营口
腔医院的发展现状，阐述其研究意义是为帮助 HM口腔医院更好地发展并为同行
业企业服务营销提供借鉴，同时，通过对国内外服务营销现状进行分析，以及对
市场营销理论相关知识学习为课题研究提供方向和理论基础。其次是通过宏观环
境分析（PEST）分析了HM口腔医院所处的市场环境，通过SWOT模型深入分析HM
口腔医院面临的优势、劣势、机遇和威胁，同时利用3C分析和STP理论对HM口
腔医院重新细分市场，确定了 HM口腔医院的目标市场。然后通过向顾客发放调
查问卷从产品、价格、渠道、促销、过程、有形环境、人员分析 HM口腔医院营
销现状，找出服务营销中存在的问题并分析其原因。再次以 7P服务营销策略为
理论基础，找准切入点进行分析并制定符合 HM口腔医院发展的组合营销策略。
最后根据服务营销组合策略提出树立患者为中心的服务理念、营造良好的企业文
化、建立专业的营销团队和搭建客户关系系统等保障措施。
本文通过对 HM口腔医院的服务营销现状进行分析和研究，能够帮助其解决
目前生产经营中存在的问题，提升服务质效、增强品牌影响力、促进企业发展，
能够更快地站稳市场，同时，通过此次研究，也为未来医疗行业的服务营销研究
提供参考借鉴。
关键词：服务营销；口腔医院；患者满意度；7P营销策略
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Abstract
Abstract
In recent years, with the rapid development of my country's economy, people have
paid more and more attention to oral health issues. Private dental hospitals have sprung
up like mushrooms after a rain. However, due to the lack of professional marketing
concepts, the medical services provided by hospitals have gradually become
homogeneous. A variety of price wars and vicious competition frequently occur, so in
such a fierce and complex environment, how to grasp the opportunities and meet the
challenges to survive is a very important topic for private dental hospitals.
HM Dental Hospital, the research object of this article, is a recently established
private dental specialist hospital and the only local dental specialist hospital. Its main
business is to provide patients with four major dental medical services including oral
health, oral aesthetics, oral treatment and oral function. As the first local dental
specialist hospital, HM Dental Hospital conducts in-depth market research and analysis
as the research object. Through the analysis of its development and marketing status, it
finds out the current marketing problems and analyzes the reasons. According to the
service marketing The theoretical formulation of a combined marketing strategy helps
it quickly gain a foothold in the market.
This article mainly conducts research from the following aspects: First, it describes
the development status of private dental hospitals in the context of macroeconomics,
and expounds that its research significance is to help HM Dental Hospital to better
develop and provide reference for service marketing of enterprises in the same industry.
At the same time, through the analysis of the current situation of domestic and foreign
service marketing, as well as the learning of relevant knowledge of marketing theory,
provide direction and theoretical basis for the subject research. Secondly, it analyzes
the market environment of HM Dental Hospital through macro environment analysis
(PEST), and analyzes the advantages, disadvantages, opportunities and threats faced by
HM Dental Hospital through SWOT model. At the same time, 3C analysis and STP
theory are used to renew HM Dental Hospital. The market segmentation determines the
target market of HM Dental Hospital. Then, by issuing questionnaires to customers,
analyze the marketing status of HM Dental Hospital from products, prices, channels,
promotions, processes, physical environment, and personnel, find out the problems in
service marketing and analyze their causes. Based on the 7P service marketing strategy
once again, find the right entry point for analysis and formulate a combined marketing
strategy in line with the development of HM Dental Hospital. Finally, according to the
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Abstract
service marketing mix strategy, safeguard measures such as establishing a patient-
centered service concept, creating a good corporate culture, establishing a professional
marketing team, and building a customer relationship system are proposed.
This article analyzes and studies the status quo of service marketing of HM Dental
Hospital, which can help it solve the current problems in production and operation,
improve service quality and efficiency, enhance brand influence, promote enterprise
development, and be able to stabilize the market faster, and at the same time Through
this research, it also provides reference for future service marketing research in the
medical industry.
Keywords: Service marketing; dental hospital; patient satisfaction; 7P marketing
strategy
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