Study On Service Marketing Strategies Of Non-profit Hospitals

Methodologically speaking, the study mainly belongs to a summary and conclusive study which bases on the relevant home and abroad studies about service marketing and non-profit organization marketing. We have refined features of service marketing and non-profit organization marketing and the relevant studying findings, summarized effective marketing strategies for them. According to present situation in China, specialties, and tendency on hospitals, medical services and features of non-profit hospitals, we analyzed the situation of marketing, external environment, SWOT, and suitable marketing position in non-profit hospital. Moreover, relating to 7Ps, which belongs to service marketing theory, we summarize 7 service marketing strategies of Chinese non-profit hospital, as the following: strategy of products, strategy of price, strategy of place, strategy of promotion, strategy of people , strategy of processes, and strategy of physical.In the case study, first and for most, we analyze service marketing strategies and current problems in NJ-S hospital. In addition, based on SWOT analysis, we confirm its marketing orientation, and discuss its suitable service strategies in the marketing. Taking all these factors into consideration, we naturally come to the finds: promoting and protecting its brand and products reputation from various parts, making its price on the belief of high quality and low expense, enlarging its hospital service place, organizing various promotions, improving its services, administrating and supervising its marketing process, and stressing its physical evidence in order to protect its good reputation and fame.Based on the above discussion, the thesis elaborates on the following parts: based on internal and external marketing study in the non-profit hospital, we distinct its opportunities and threats, strengths and weaknesses. Moreover, when making suitable marketing position for the non-profit hospital, we'd better adopt the principle of stressing strengths and features. Therefore, we may safely find its effective marketing strategies. In a word, the thesis offers scientific and pragmatic methodology for marketing study on non-profit hospital.