Research On Service Marketing Strategy Of Baogang Hospital In Inner Mongolia

With the continuous development of our society and economy,the medical service in our country has experienced a transformation from health and care industry to management of health industry.The development direction towards the marketization of medical service has been furtherly identified in the strategy of “New Medical Reform” newly established in 2009,denoting that the basic route of the management in public hospitals has already transformed from managing to operating.With the consistent deepening of medical reform,the monopoly position of public hospitals is being shaken.An increasing number of social capital and special medical treatment modes complement the whole medical market.With a more and more intense competition triggered by the improvement of medical insurance system,zero-addition of pharmaceuticals and consumable items and the exploration of tiered medical services,the age of public hospitals waiting for patients to come is over.Considering the current situation,public hospitals have to rethink their positions and improve their medical and service level by implementing a set of effective marketing strategy,providing safe,convenient,cost-effective and efficient services to the patients in such fierce competition and then,whereby a sustainable development can be finally realized.With Bao Gang Hospital,a major public hospital in Bao Tou,Inner Mongolia as the object of research,this paper can be divided into seven chapters.The research background,research significance and research idea of this paper are illustrated in the preview part;in the second chapter,theories on service market are reviewed and collected,providing theoretical basis for the point of view in this paper;an analysis on the service marketing environment of Bao Gang Hospital is conducted based on the five-force model;as for the forth chapter,an analysis on the service marketing situation of Bao Gang Hospital is conducted in accordance with the SWOT model;in the fifth chapter,an improvement scheme targeting at the service and marketing strategy of Bao Gang Hospital is come up with based on the STP strategy and 7P theory.Insurance on the previous content mentioned in the former chapter is given in the sixth chapter,and the last chapter is for a conclusion of the whole paper.Basically in this paper,considering the influence of medical reform and increasingly fierce competition in medical service market,the idea that service marketing is becoming the main content of public hospital management is put forward according to relevant analysis on the current medical market and development tendency...