The Marketing Strategy Of Joint-Venture Hospital And Clinic In China

It is the moment of truth for China after joining in the WTO (World Trade Organization). In the past 20 years, China felt her way and moved forward little in opening the medical field to the world. No matter how Chinese government has being tried to protect the medical market, Chinese hospitals should be reformed a lot in recent days to meet the medical needs of her inhabitants.In western countries, most of the hospitals and clinics are private-owned and business medical organizations. They attach importance to the management and services. Their experience in management and marketing is noteworthy to all Chinese hospitals. In recent years some joint venture hospital and clinics have been established in China in the right of laws and regulations enacted by Chinese government. The joint venture hospitals and clinics attract the attention of medias and were reported between whiles. Chinese people know these hospitals and clinics more and more through the medias.The writer made a marketing survey on the joint venture hospitals and analyzed their marketing strategy.First, the writer investigates the present situation of joint venture hospitals and clinics in China. The capital resources origin, geographical distribution and their business information are the groundwork in marketing strategy analysis.Secondly^ the writer describes the business macro-environment and micro-economy environment in china. In order to describe the extensity of Chinese medical market, the writer analyzed the Chinese population, economy, politics and laws related to the joint venture hospitals. In micro-economy environment aspects, the writer expatiates the consumer, the competitors and the need of high-level medical services in China.In the forth paragraph, also the most important paragraph in this thesis, the writer expatiates and analyzes marketing decisionsand strategics for the medical businesses. The first question is where the hospital should be located, how to fix the price and how to decide the market segment. In the present medical business environment, the writer suggests that the new joint venture hospital should avoid the face-to-face competition. In the last parts of the forth paragraph, the writer expatiates the advertising, promotion, public relation works in medical marketing.The marketing survey based on joint venture hospital and clinics in Beijing, the hospital marketing is a new leave for the Chinese local medical organizations. The writer hopes this thesis can be used as a reference for the local hospitals.The entrance of foreign medical organizations is a strike for the local hospitals in China for a long time. Even so, they will bring more advantages than disadvantages for local hospitals, especially for the system renovation of them.