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随着我国医疗服务行业市场化进程不断深入,医疗服务行业广告主不得不面对愈演愈烈的市场竞争。近年来,医疗服务行业广告主的营销传播费用虽然不断攀升,但是作为竞争利器的营销传播活动并没有发挥其应有的效用,一些医疗服务行业广告主对营销传播重视程度较低,还有一些广告主对营销传播策略的使用存在严重的误区。医疗广告问题层出不穷,整个行业面临消费者信任危机。本报告总结概括了现有政策体制下的医疗服务行业广告主营销传播的现状与特点,分析了其营销传播过程中存在的问题与挑战,并根据医疗服务行业广告主现存的营销传播问题提出了相应对策,希望可以对业界实践人员提供启发和帮助。
With the marketization process of China’s medical service industry deepening, the advertisers in the medical service industry have to face the increasingly fierce market competition. In recent years, although the marketing expenses of advertisers in the medical service industry have been on the rise, the marketing and communication activities as competitive weapon have not played their due role. Some advertisers in the medical service industry pay less attention to marketing communication and some others Advertisers have serious misunderstandings about the use of marketing communication strategies. Medical ad problems after another, the entire industry is facing a crisis of consumer trust. This report summarizes the status quo and characteristics of the advertisers ’marketing communication in the medical service industry under the existing policy system, analyzes the problems and challenges in the marketing communication process, and puts forward the marketing communication problems existing in the advertisers’ Corresponding countermeasures, hoping to provide inspiration and help practitioners in the industry.