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중소병원의 마케팅전략 실행과 마케팅성과간의 관계에 관한 연구 원문보기
Relationship of Marketing Strategy Implementation and Marketing Performance of Hospitals

  • 저자

    김강식

  • 학위수여기관

    昌原大學校 經營大學院

  • 학위구분

    국내석사

  • 학과

    경영학과 경영학전공

  • 지도교수

  • 발행년도

    2003

  • 총페이지

    iv, 80p.

  • 키워드

    중소병원 마케팅전략 마케팅성과 Marketing Strategy;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T9153387&outLink=K  

  • 초록

    This paper suggested a model explaining relationships between antecedents and performance variables of marketing strategy making for small and medium sized hospitals. Centralization, formalization and innovative culture were selected as antecedents of MSM. Situation analysis, comprehensiveness, marketing assets and capabilities, cross-functional integration, communication quality and consensus commitment were selected as variables of MSM. We suggested that MSM influences effectiveness and sustainable competitive advantage ness which, in turn, influences marketing performance of small and medium hospitals. Seven proposals regarding to our model were generated and marketing implications of our study were discussed. The results of the research hypotheses are as follows: H1 : Centralization of Organizational Structure had a positive and negative effect on Performance of Marketing Strategy. H2 : Formalization of Organizational Structure had a positive effect on Performance of Marketing Strategy. H3 : Innovative Culture had a positive effect on Performance of Marketing Strategy. H4 : Performance of Marketing Strategy had a positive effect on Sustainable Competitive Advantage. H5 : Sustainable Competitive Advantage had a positive effect on Marketing Performance. The managerial implications derived by this study are as follows. First, this study shows that dogmatical decision making negatively effects on performance of marketing strategy. Thus, manager of hospital have to perform various strategies, including discussing with his employees. Second, marketing manager is required more training to take sustainable competitive advantage against competitors. Third, manager is needed to try research of customer satisfaction, development of capabilities on the customer management to take performance of hospital. The study also illustrated the need to develop centralization, formalization, and innovative organizational culture. The limitations of this study were as follows. First, validity and reliability of questionnaires used in this study were questionable for lack of past researches in Korea. Second, static research technique was employed in this study. Generalization over different time interval was almost impossible from results of this study. Third, sampling units in this study were selected within a certain area of Korea. Results of this study might have been different if other areas were included of this study


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