B GIO DC V O TO

TRNG I HC HNG VNG

SV: NGUYN TH THANH THANH

MT S GII PHP MARKETING GP PHN

PHT TRIN BNH VIN A KHOA HON M
SI GN
KHA LUN TT NGHIP I HC
Chuyn ngnh: QUN TR BNH VIN

GVHD: TH.S NG GIA LNG

TP.HCM, THNG 8/2009

B GIO DC V O TO

CNG HA X HI CH NGHA VIT

NAM
TRNG I HC HNG VNG
c lp T do Hnh phc

______________

KHOA QUN TR BNH VIN

NHIM V KHA LUN TT NGHIP

----o0o---H v tn: NGUYN TH THANH THANH
Ngnh: Qun tr kinh doanh

Lp: 05QB

Chuyn ngnh:Qun tr bnh vin

Tn ti:
MT S GII PHP MARKETING GP PHN PHT TRIN
BNH VIN A KHOA HON M SI GN
Mc tiu, ni dung KLTN:
Mc tiu tng qut: a ra mt s gii php Marketing kh thi nhm gp phn pht trin bnh vin a
khoa Hon M Si Gn.
Mc tiu c th:
- H thng l lun Marketing dch v lm c s cho vic nghin cu hot ng Marketing ti
bnh vin.
- Nghin cu m hnh v nh gi thc trng Marketing ti bnh vin a khoa Hon M Si
Gn.
- xut mt s gii php Marketing gp phn nng cao m rng phm vi hot ng ti bnh
vin a khoa Hon M Si Gn
Ngy nhn ti KLTN:

H v tn ging vin hng dn

H v tn ging vin phn bin:

Ths Ng Gia Lng

Ngy hon thnh KLTN

Ngy hon tt phn bin

Ngy 02 thng 8 nm 2009

Ngy thng nm 2009

Ni dung yu cu KLTN c khoa thng qua

Ngy thng nm 2009
Trng khoa

MC LC
Mc lc .......................................................................................................... i
Nhim v KLTN .......................................................................................... iv
Li cm n .....................................................................................................v
Tm tt ti ............................................................................................... vi
Danh sch cc t vit tt.............................................................................. vii
Danh sch cc bng biu............................................................................. viii
Danh sch hnh v, th ............................................................................. ix
PHN M U
1. L do chn ti ........................................................................................ 1
2. Mc tiu ti............................................................................................. 2
3. Phm vi nghin cu ..................................................................................... 2
4. Phng php thc hin ................................................................................ 2
Chng 1 : C S L LUN
1.1 Khi nim chung............................................................................................... 3
1.1.1 Khi nim Marketing................................................................................... 3
1.1.2 Vai tr ca Marketing.................................................................................. 5
1.1.3 Marketing mix .......................................................................................... 6
1.2 Nhng l lun c bn v dch v ....................................................................... 8
1.2.1 Dch v l g? .............................................................................................. 8
1.2.2 c im ca dch v................................................................................... 8
1.2.3 Sn phm dch v..........................................................................................9
1.2.4 H thng sn xut cung ng dch v............................................................10
1.2.5 Cu trc dch v..........................................................................................12
1.2.6 Th trng sn phm dch v.......................................................................12
1.3 Marketing dch v ............................................................................................12
1.3.1 nh ngha Marketing dch v ....................................................................12
1.3.2 c im ca Marketing dch v ................................................................19
1.4 Cc cng c Marketing mix trong kinh doanh dch v..................................21
1.4.1 M hnh chin lc marketing mix ..........................................................21
1.4.2 Cc chnh sch marketing c bn .............................................................22
1.5 Marketing dch v y t ....................................................................................31

1.5.1 Dch v v tip th khng v li..................................................................31

1.5.2 Marketing y t.............................................................................................34
Chng 2 : THC TRNG MARKETING TI BNH VIN HON M
SI GN..............................................................................................................36
2.1 Gii thiu bnh vin a khoa Hon M Si Gn ..............................................36
2.1 .1 Lch s hnh thnh v pht trin ..................................................................36
2.1.2 Tm Nhn Chin Lc S Mnh Trit L Vn Ha...........................37
2.1.3 S qun l cc cp ...................................................................................38
2.1.4 Quy m bnh vin.........................................................................................39
2.1.5 Thnh tu v gii thng ..............................................................................40
2.2 Tnh hnh hot ng ti bnh vin Hon M Si Gn ......................................40
2.2.1 Gii thiu cc dch v ti bnh vin Hon M Si Gn.................................40
2.2.2 Tnh hnh hot ng ca Bnh vin...............................................................58
2.3 Tnh hnh thc hin Marketing ti bnh vin Hon M Si gn........................59
2.3.1 B phn Marketing ca bnh vin.................................................................59
2.3.2 Mt s hot ng Marketing ca bnh vin...................................................60
2.3.3 Chin lc Marketing ca bnh vin Hon M Si Gn ...............................62
2.3.4 Chin lc Marketing mix ca bnh vin...................................................65
2.4 Phn tch mi trng Marketing .....................................................................70
2.5 nh gi mc hi lng ca khch hng i vi bnh vin...........................73
Chng 3 : MT S CHIN LC MARKETING GP PHN PHT TRIN
BNH VIN A KHOA HON M SI GN
3.1 nh hng pht trin ca bnh vin Hon M Si Gn..................................79
3.1.1 Mc tiu chung ca bnh vin ....................................................................80
3.1.2 Mc tiu c th ..........................................................................................80
3.2 Nhng gii php gp phn pht trin Marketing bnh vin Hon M Si Gn 80
3.3 Nhng chin lc Marketing gp phn pht trin bnh vin............................89
3.4 Nhng gii php khc .....................................................................................93
3.5 Kin ngh ........................................................................................................98
PHN KT LUN .............................................................................................100
TI LIU THAM KHO .......................................................................................x
PH LC.............................................................................................................. xi

TN

TRANG

Bng 2.1

Danh mc khm sc khe nam

51

Bng 2.2

Danh mc khm sc khe n

52

Bng 2.3 Kt qu kho st Mc hi lng ca khch hng

74

khi n vi Bnh vin a khoa Hon M Si Gn?

Bng 3.1 : Kt qu kho st Bn bit bnh vin Hon M Si
Gn qua ngun thng tin no?

DANH MC CC BNG BIU

81

Bng 3.2 : Bng tng kt kt qu kho st Bn bit bnh

83

vin Hon M Si Gn qua ngun thng tin no?

Bng 3.3 : Ma trn SWOT ca bnh vin Hon M Si Gn.

TN

Hnh 1.1 :Thc th dch v

DANH MC HNH V, TH

85
TRANG
9

Hnh 1.2: H thng sn xut cung ng dch v

10

Hnh 1.3:Th trng trong marketing quan h

15

Hnh 1.4 : Quy trnh Marketing dch v

17

Hnh 1.5 : Bn c tnh ca dch v

21

Hnh 1.6 : M hnh chin lc marketing mix

23

Hnh 1.7 : Knh phn phi dch v

26

Hnh 2.1 : Biu th hin mc hi lng v Thi gian i

75

dch v
Hnh 2.2 : Biu th hin mc hi lng ca khch hng

76

i vi Thi ca nhn vin Bnh vin

Hnh 2.3: Biu th hin mc hi lng v Trang thit b

77

ca bnh vin
Hnh 2.4 : Biu th hin mc hi lng v c s h tng

78

ca bnh vin
Hnh 3.1: Biu kt qu kho st: Bn bit Bnh vin

83

Hon M Si Gn qua ngun thng tin no?

Hnh 3.2: Chin lc gi

91

PHN M U
1. L DO CHN TI

rong cng cuc i mi ca t nc ta hin nay, c s ra i ca nhiu sn

phm cng nh dch v cao cp mang li s tin ch v h tr tt nht cho con

ngi cc phng din khc nhau. c bit l trong lnh vc chm sc sc khe, vi
s ra i ca cc bnh vin t nhn l mt bc ngoc ln trong lnh vc ny. Cc
bnh vin t nhn ra i ngy cng nhiu nng cao sc cnh tranh cc bnh vin
v y mnh hot ng marketing ti cc bnh vin.Marketing l nhp cu ni
bnh vin thu hiu nhng nhu cu mong mun ca bnh nhn v ngc li bnh nhn
s bit nhng th mnh ca bnh vin m c nhng la chn thch hp.T , bnh
vin s c nhng nh hng pht trin hiu qu, tha mn nhu cu bnh nhn v nng
cao v th cnh tranh.
Bnh vin a khoa Hon M Si Gn ra i gp phn xy dng t nc trong
cng cuc i mi v vi mong mun cng hin v chm sc sc khe cho cng ng
bng cc dch v y t t hiu qu cao nht, mang li nim tin cho khch hng bng
tm huyt v o c ngnh y. Bnh vin a khoa Hon M Si Gn l c s y t
ngoi cng lp, ra i u tin (nm 1997) ti TP.HCM, t khi i vo hot ng n
nay, bnh vin nhanh chng khng nh c v tr, vai tr ca mnh v tr thnh
mt a ch khm cha bnh tin cy i vi mi ngi ti TP.HCM v cc tnh ln
cn.
Sau khi tm hiu v bnh vin v cc hot ng Marketing, m hnh Marketing
ca bnh vin, nhn thy c s cn thit v hiu qu ca hot ng Marketing ti
bnh vin, em chn ti Mt s gii php Marketing gp phn pht trin Bnh
vin Hon M Si Gn lm ti tt nghip ca mnh nghin cu m hnh
marketing ti bnh vin,ng thi tr li cc cu hi lin quan : Thc hin Marketing
trong bnh vin nh th no? Hiu qu ca hot ng marketing trong bnh vin? V
a ra nhng kin ngh v gii php marketing ca bn thn i vi hot ng
marketing ti bnh vin.Ton b ti lun vn nhm nghin cu m hnh marketing
ti bnh vin v nhm gip bnh vin a khoa Hon M Si Gn c nhng gii php
Marketing hiu qu nht.
2.

MC TIU TI

H thng l lun Marketing dch v lm c s cho vic nghin cu hot ng

Marketing ti bnh vin.

Nghin cu m hnh v nh gi thc trng Marketing ti bnh vin a khoa

Hon M Si Gn.
xut mt s gii php Marketing gp phn nng cao m rng phm vi hot

ng ti bnh vin a khoa Hon M Si Gn

3.

I TNG NGHIN CU

Do cn mt s gii hn v ti liu nn vic nghin cu ch xoay quanh vn

nghin cu m hnh Marketing ti bnh vin Hon M Si Gn v mt s gii php c
th nhm nng cao hot ng marketing ti bnh vin.

4.

PHNG PHP NGHIN CU

Phng php kt hp l thuyt v thc t.

Phng php phn tch, tng hp.

Phng php so snh .

Phng php quan st, phng vn, nh gi

5.

NI DUNG LUN VN
Ngoai phan m au va ket luan, luan van c trnh bay trong 3 chng:
Chng 1 : C s l luan cua e tai
Chng 2 : Thc trang hoat ong Marketing tai Bnh vin Hon M Si Gn
Chng 3 : Mot so giai phap Marketing gop phan pht trin Bnh vin Hon M Si
Gn.