Research On Marketing Methods And Strategies Of State-owned Hospitals

What does hospital do? The hospital is the organization that save people's lives and is also oriented by market. This concept is the re-location of hospital in China.As enterprises in market, hospitals should obey the market rules, and apply the management mode for enterprises. it should pay attention to the aspects of medical services marketing, medical cost controlling, hospital human resources managing and other areas to activate the reform. However, due to reform of the management of state-owned hospital from the planned economy mode to market economy mode in the institutions, most hospitals face enormous problems like huge management, low efficiency, profitability-declining. At the same time, management of hospitals have not founded advanced enterprise Management mode yet, accompanying with low level of management team, marketing and service, it is so difficult for these hospitals to adapt to the environment of market economy, it is more difficult for them to adapt to market conditions under the increasingly fierce competitive conditions , As a result, as government decreases the investment, many state-owned hospitals come into the "deficit" dilemma. Even if some large-scale state-owned hospitals have good conditions, it is also accounted for China's irrational allocation of medical resources, a few large hospitals take monopoly positions of advanced technology and equipment. They also do not understand the fierce competition in the market if we do not innovate the methods, today's prosperous scene will soon become desolate sceneHow to improve the situations encountered by hospital, how to make hospitals change their concepts basing on market-oriented and efficiency-oriented methods it the core problems. This article is based on the issue above, exploring and making researches on them to establish market and service concepts, marketing management, the establishment of marketing mechanism, enhancing their abilities for competition. Based on the analyzing of nature of the state-owned hospitals, marketing management at home and abroad, we utilize comparative analysis method, by the end of the article, we propose the best way for state-owned hospitals to improving the medical market marketing and strategy.