Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/86654
Type of publication: master thesis
Field of Science: Ekonomika / Economics (S004)
Author(s): Maliarenko, Yaroslav
Supervisor: Bakanauskas, Arvydas
Title: Positioning of organization of medical services on the example of clinic "Motor Sich" in Zaporozhye
Other Title: Medicininių paslaugų padėtis klinikos "Motor Sich" pavyzdžiu Zaporožėje
Extent: 100 p.
Date: 22-May-2019
Keywords: Clinic;Positioning;"Motor Sich";Zaporozhye;Medical services;Klinikos;Pozicionavimas;"Motor Sich";Zaporožė;Medicininės paslaugos
Abstract: The aim of the work is to improve the positioning strategy of the clinic "Motor Sich" in the market of medical services in the city of Zaporozhye on the basis of the theoretical study of positioning and analysis of the current position. The first part presents theoretical aspects of positioning health care organizations. The author disclosed the specifics of medical marketing, the essence, and stages of positioning strategies. The second part is devoted to analysis positioning the organization of health services on the example of clinic "Motor Sich" in the city of Zaporozhye. The author analyze the competitive environment, brand recognition, associative competitive advantage. In the third part of the proposed improvements in aspects of positioning strategy clinic "Motor Sich" on the basis of a complex of marketing events.
Darbo tikslas - tobulinti „Motor Sich“ klinikos pozicionavimo strategiją medicinos paslaugų rinkoje Zaporožėje, remiantis teoriniu dabartinės padėties nustatymo ir analizės tyrimu. Pirmojoje dalyje pateikiami teoriniai medicinos paslaugų organizavimo aspektai. Autorius atskleidžia medicinos rinkodaros specifiką, pozicionavimo strategijos esmę ir etapus. Antroji dalis skirta medicininių paslaugų organizavimo analizei Zaporožės miesto „Motor Sich“ klinikos pavyzdžiu. Autorius analizavo konkurencinę aplinką, prekės ženklo žinomumą, asociatyvius konkurencinius pranašumus. Trečioje dalyje siūlomi „Motor Sich“ klinikos padėties nustatymo strategijos tobulinimo aspektai, pagrįsti rinkodaros veikla.
Internet: https://hdl.handle.net/20.500.12259/86654
Appears in Collections:2019 m. (EVF mag.)

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