The Research On The Marketing Modes Of Privately Operated Hospital

With China’s medical system reform deepening, our country has taken measures;uch as setting up community hospitals, building all kinds of medical insurance systems, md setting up civilian battalion hospitals by encouraging and leading social capital in nacro policy, aiming at solving medical and health problems like difficult medical reatment and expensive medical expenses gradually.However, facing a large population base, the relatively backward economic ievelopment as well as a lack of total health resources in China, it is very difficult to solve the problems above completely in a short time. Meanwhile, with the development of living standard and the enhancement of health awareness, the demand for health care is increasing and the conflict between the supply and the need of medical services is more and more obvious. To solve the problem totally, it is necessary to increase the supply on the whole by using every possible medical resource. For example, it is one of the future development directions to make civilian battalion hospitals involved in medical system reform and offer good basic health service. But as a matter of fact, the market of private medical treatment is not standardized, which influences the image of private hospital and its sustainable development.By introducing marketing theory and the environment of private hospitals and analyzing SWOT, three marketing modes in civilian battalion hospitals have been summarized in the thesis. The first mode is a short-term marketing mode, which exists in the beginning of development in non-public hospitals, aiming at short-term benefit; the second one is a particular marketing mode that takes measures different from public hospitals; the third mode is a trusteeship one that investors detour into public hospitals by trusteeship, joint venture and merger and so on. In addition, the thesis analyzes a successful marketing mode of a non-public hospital.Finally, the thesis draws a conclusion:in the current period, civilian battalion hospital is an important part of establishing and perfect our country’s medical and health services system, which enjoys a rapid development of political and economic environment and meets the current demand. However, to achieve sustainable development, non-public hospitals must introduce the modern concept of marketing management, advocate scientific management, and strive to improve the quality of medical services. Besides, by combining the theory of modern marketing management, the thesis provides four suggestions for private hospitals, hoping to offer some ideas for promoting the development of the private hospitals and contribute to a wide use of modern marketing theory in medical service field.