直销、代理销售、连锁经营等等是工商行业的惯用营销手段,在一个号称“网络为王”的时代,网络渠道建设日益得到充分重视,网络渠道的庞大也就意味着产品和服务的辐射获得了巨大的传播载体,其商业价值也就获得了实现的前提。对于已经成为市场主体的医疗行业来说,网络渠道的建设势在必行,管理者需要做的是改变以前的那种坐堂行医的模式主动出击,开辟各种渠道与人群和有关机构发生联系,从而扩大医院自身的业务范围。本组文章从理论角度将医疗服务营销渠道概括为零层渠道、单层和多层渠道,并针对不同渠道营销特征提出了不同的实战思路,进行渠道建设的有心者将会大有收获。 Direct marketing, agency sales, and chain operations are the usual marketing methods of the industry and commerce. In an era known as “the network is king”, the construction of network channels has been given full attention. The sheer number of network channels means that the radiation of products and services is obtained. A huge dissemination of carriers, its commercial value has also achieved the premise. For the medical industry that has become the main body of the market, the construction of online channels is imperative. What managers need to do is to change the previous mode of practising medicine to take the initiative and open up channels to connect with people and related organizations. Thereby expanding the hospital’s own business scope. This group of articles from the theoretical point of view of medical service marketing channels are summarized as zero-level channels, single-layer and multi-layer channels, and for different channels of marketing characteristics put forward different practical ideas, the channel construction of those who are interested will be a great harvest.