大型公立医院网络营销能力评价指标体系的构建研究
|
摘要
目的:构建一套科学、客观、可行的大型公立医院网络营销能力评价指标体系。方法:以理论分析为基础,将网络营销文献作为研究重点,通过专家访谈法来确立初步指标结构,随后利用德尔菲专家咨询法,经过2轮专家咨询后确定各项指标及其权重,构建大型公立医院网络营销能力评价指标体系。结果:构建的大型公立医院网络营销能力评价指标体系涵盖一级指标3项,二级指标27项,专家咨询代表性和可信度高。结论:基于德尔菲技术的大型公立医院网络营销能力评价指标体系不仅可为考评大型公立医院网络营销能力提供科学依据,也可为大型公立医院开展网络营销实践指明需达到的工作目标。
Objective To construct scientific, objective and feasible evaluation index system of network marketing ability of general public hospitals. Methods Based on the theoretical analysis, literature on network marketing was taken as the research focus. The preliminary index structure was established by expert interview method, followed with Delphi expert consultation method to determine each index and its weight. Then the evaluation index system of network marketing ability of general public hospitals was constructed. Results The evaluation index system of network marketing ability of general public hospitals includes 3 first-grade indexes and 27 second-class indexes. The expert consultation is more representative and reliable. Conclusion The evaluation index system of network marketing ability of general public hospitals based on Delphi technology can not only provide scientific basis for evaluating the network marketing ability of general public hospitals, but also point out the goals to be achieved in their practice of network marketing.
Objective To construct scientific, objective and feasible evaluation index system of network marketing ability of general public hospitals. Methods Based on the theoretical analysis, literature on network marketing was taken as the research focus. The preliminary index structure was established by expert interview method, followed with Delphi expert consultation method to determine each index and its weight. Then the evaluation index system of network marketing ability of general public hospitals was constructed. Results The evaluation index system of network marketing ability of general public hospitals includes 3 first-grade indexes and 27 second-class indexes. The expert consultation is more representative and reliable. Conclusion The evaluation index system of network marketing ability of general public hospitals based on Delphi technology can not only provide scientific basis for evaluating the network marketing ability of general public hospitals, but also point out the goals to be achieved in their practice of network marketing.
引文
[1] 艾瑞咨询,2018年中国网络广告市场年度监测报告[EB],[2018-08-01].
[2] 陶世奇,医院服务的网络营销之浅识[J].安徽医药,2008(4):106-115.
[3] 汤俊,新医改背景下中医医院营销模式研究——以上海市中医医院为例[D].上海:复旦大学,2009.
[4] 陈志雄,罗来邦,宋薇,等.手机微信管理模式对初发老年2型糖尿病患者健康管理的效果研究[J].中国全科医学,2017,20(10):1245-1250+1255.
[5] 胡亚琼,丁俭,沈晓思.上海市三级甲等医院新浪微博建设现状分析[J].医学与社会,2013,26(11):58-60.
[6] 于树新.大型公立医院官方网站建设及营销策略[J].中国医药导报,2016,13(13):148-152.
[7] 刘桂瑛,王韬.构建我国医疗服务行业顾客满意度指数模型的设想[J].中国卫生质量管理,2005,3(12):26-28.
[8] 战旗,魏水易,顾文华.德尔菲法在药学工作中的应用[J].药学实践杂志,2002,20(2):122-124.
[9] 曾光.现代流行病学方法与应用[M].北京:北京医科大学中国协和医科大学联合出版社,1994,250-270.
[10] 黄敬亨.健康教育学[M].上海:上海医科大学出版社,1997,212.
[11] 李立明,叶冬青,詹思延,流行病学(第6版)[M].北京:人民卫生出版社,2008.
[12] 李家伟,景琳,张瑞华.医院服务网络营销策略[J].中国医院,2006(08):60-62.
[13] Suzuki T,Tani Y,Ogasawara K.Behavioral Analysis of Visitors to a Medical Institution's Website Using Markov Chain Monte Carlo Methods[J].Journal of Medical Internet Research,2016,18(7):199.
[14] Huang E,Wu KR,Edwards K.Integrated Patient Education on U.S.Hospital Web Sites[J].Health Informatics Meets Ehealth,2016(223)215-222.
[15] 齐维鹏.医改环境下医院网络营销策略的研究[D].北京:中国地质大学,2012.
[16] 吴颖敏,张媚.医疗健康类App用户粘性行为的实证研究[J].现代预防医学,2017,44(06):1083-1087.
[17] 冯殷,方宁,张秋霞.提升中医医院微信公众平台健康科普传播效果的实践与思考——以“广州中医药大学一附院”微信订阅号为例[J].现代医院,2018,18(02):220-223.
[2] 陶世奇,医院服务的网络营销之浅识[J].安徽医药,2008(4):106-115.
[3] 汤俊,新医改背景下中医医院营销模式研究——以上海市中医医院为例[D].上海:复旦大学,2009.
[4] 陈志雄,罗来邦,宋薇,等.手机微信管理模式对初发老年2型糖尿病患者健康管理的效果研究[J].中国全科医学,2017,20(10):1245-1250+1255.
[5] 胡亚琼,丁俭,沈晓思.上海市三级甲等医院新浪微博建设现状分析[J].医学与社会,2013,26(11):58-60.
[6] 于树新.大型公立医院官方网站建设及营销策略[J].中国医药导报,2016,13(13):148-152.
[7] 刘桂瑛,王韬.构建我国医疗服务行业顾客满意度指数模型的设想[J].中国卫生质量管理,2005,3(12):26-28.
[8] 战旗,魏水易,顾文华.德尔菲法在药学工作中的应用[J].药学实践杂志,2002,20(2):122-124.
[9] 曾光.现代流行病学方法与应用[M].北京:北京医科大学中国协和医科大学联合出版社,1994,250-270.
[10] 黄敬亨.健康教育学[M].上海:上海医科大学出版社,1997,212.
[11] 李立明,叶冬青,詹思延,流行病学(第6版)[M].北京:人民卫生出版社,2008.
[12] 李家伟,景琳,张瑞华.医院服务网络营销策略[J].中国医院,2006(08):60-62.
[13] Suzuki T,Tani Y,Ogasawara K.Behavioral Analysis of Visitors to a Medical Institution's Website Using Markov Chain Monte Carlo Methods[J].Journal of Medical Internet Research,2016,18(7):199.
[14] Huang E,Wu KR,Edwards K.Integrated Patient Education on U.S.Hospital Web Sites[J].Health Informatics Meets Ehealth,2016(223)215-222.
[15] 齐维鹏.医改环境下医院网络营销策略的研究[D].北京:中国地质大学,2012.
[16] 吴颖敏,张媚.医疗健康类App用户粘性行为的实证研究[J].现代预防医学,2017,44(06):1083-1087.
[17] 冯殷,方宁,张秋霞.提升中医医院微信公众平台健康科普传播效果的实践与思考——以“广州中医药大学一附院”微信订阅号为例[J].现代医院,2018,18(02):220-223.