Research On Service Marketing Strategy Of YN Dental Hospital

This paper takes YN Dental Hospital as the research object,and comprehensively uses variety of analysis methods,such as,quantitative analysis method,interview investigation method,questionnaire investigation method,to conduct in-depth research on the market environment and service marketing strategies of private dental hospitalsFirstly,the relevant literatures on marketing and service marketing at home and abroad are summarized,and the concepts and related theories of service marketing are elaborated.Then,use the PEST and Porter five-force model to analyze the current YN dental hospital’s macro environment and industry market prospects,so as to fully understand the threats and opportunities faced by YN dental hospital in the private hospital environment;Next,satisfaction evaluation system of YN oral patient is constructed and satisfaction of that is investigated and analyzed.Based on customer satisfaction theory and service marketing theory,construct an evaluation index system that meets this example.The questionnaire method is used to conduct satisfaction evaluation and the questionnaire data sort out and analyze based on comprehensive fuzzy evaluation,and the problems in the hospital’s service marketing is found.The author analyzes some existing problems in hospitalservice marketing and understands the current status of service and marketing in YN Dental Hospital.The patients of YN Dental Hospital generally recognize the hospital’s medical environment,technology and equipment,and have a better impression of the hospital as a whole.However,the hospital still has some problems in terms of services,including the lack of specific service marketing strategies,higher prices for charging items,unreasonable medical treatment procedures,single promotion content,low brand awareness of the hospital,strong product concepts,and hospital staff lacks a comprehensive training system and drills.The main causes of the problems include poor service awareness,weak marketing awareness,lagging marketing concepts,and general patient bias in hospital marketing.Finally,through the above analysis,the problems existing in the service marketing of YN Dental Hospital can be obtained,and a targeted response strategy should be formulated to improve the overall service quality of YN Dental Hospital.