H Dental Hospital Marketing Strategy

Because the traditional planned economy to market economy and government medical institutions of the strict control of resources, along with the entry of private hospitals, the overall management of the hospital industry, the level of face increasingly fierce competition in the market situation.In this paper, H Dental Hospital, improvement and development of marketing strategy as the core of the case, discusses the hospital marketing strategy formulation and improvement methods. First, by more than 20 large state-owned hospitals in China, private dental hospitals, clinics and interviews with medical management research, consumer behavior research discusses the status of the management of the hospital industry, trends, competitive environment, competitive opportunities and face threat. Then, as H Private Dental Hospital Dental Hospital conducted a market research, internal evaluation, internal management diagnosis, discussed the purchase of dental services, consumer behavior analysis, status of their marketing strategies and advantages, problems and disadvantages. In the old and new consumer research, internal and external staff management research, based on studies of the H Dental Hospital marketing strategy, including overall product strategy, pricing strategy, channel strategy, marketing strategy, brand positioning, marketing implementation strategy (target management, media Promotion, branding phase, the consumer grade management, marketing annual plan) status of several major parts of the marketing analysis and strategy for improvement implemented.Marketing strategy of this study is in full communication and H based on the Dental Hospital started, and its results can be directly applied to the dental hospital for the future development and management, but also on other marketing strategies of large hospitals have a higher reference value. This paper discusses the marketing strategy and consumer insights research method can be enhanced for future dental hospital in the process of marketing strategy to further strengthen and improve. Therefore, this paper has a strong practical value and theoretical reference value.