Marketing Theory To Improve The Management Level Of Our Hospital Services

Purpose:With the gradual deepening of Chinese medical systems reform, hospitals in our country are just facing a great challenge that has never been met before and various issues exposed in management of hospital service urgently need to be resolved. So, the key question that we have to think about and answer is how our hospitals will confront these challenges and how they can survive in the fiercely competitive market. So, through making analysis on the major issues existing in the hospitals and the main challenges as well as through expounding on how to settle these problems by applying marketing theory. This thesis will provide a constructive concept to hospitals as reference for improving their management level of national medical service.Basic thinking and logicFirstly, this thesis gives a brief description of common situation in the hospitals and the main challenges they are facing. Then, analyses the main issues that are currently existing and offers solution by applying marketing theory. At last, one example is attached to analyze the success experienced by a national hospital which has adopted modern management methods of operation, which we can use for reference.Main contents and standpoints:Chapter 1: The paper generally indicates that, at present, the public hospital plays a leading role among our national hospitals and management & operation model under the planned economy system is still used continuously. Then it analyzes the impacts that the hospitals have to suffer from the main challenges they are facing in current phase, including the transition of national economy system, reform of medicalinsurance system, China's entry to WTO and impacts resulted from transition of medicine model.Chapter 2: The author analyzes the main issues existing in the national hospitals, such as: problem of medical expenses increasing too rapidly, problem of unsatisfactory medical service and that of hospital operation having high-cost and low-efficiency. The deeper reasons causing these issues are analyzed: disadvantages of planned economy system, disadvantages of previous personnel system, disadvantages of previous distribution system and disadvantages of previous leadership system.Chapter 3: Firstly the thesis discusses the importance of applying marketing theory to our national medicine service & management, and then studies how to apply marketing concept, theory of target market, internal marketing theory and management theory of service quality to direct hospital's management so that quality level of medical service can be improved. And some applicable plans are also mentioned in this chapter.Chapter 4: Introduces and analyzes successful experience that Zhejiang University Medical College Affiliated Sir Run Shaw Hospital has made from its management system reform by applying management model of the advanced hospital in USA.Main contributions:The selected topics in this thesis are tied with practice closely, which deeply discuss the current situation that national hospitals are facing and the main issues existing in our medical service & management and also offers conceptions of applying marketing theory to resolve these problems. The research achievements of this thesis will be of theoretical guiding significance for our national hospitals and it will be possible to realize and operate the detailed plans mentioned here.