Research On Service Marketing Strategy Of TKBY Dental Hospital (Shenzhen)

The domestic demands on health care service have been increasing with the rapid development of economy.Private oral health service has been growing quickly as a supplement source of social health care resource in recent 5 years.The sector is stepping into a mature period.Founded in 1993,TKBY is a nation-wide famous chain brand of oral health institutions and holds the leadship of Oral Health.To maintain its leadship postion is of TKBY’s core competitiveness.TKBY Shenzhen branch is the largest branch in whole TKBY group;operating 9 hospitals and outpatient clinics in Shenzhen city.As a leading enterprise,TKBY oral health group now faces the challenges to deepen to fine management,optimize its internal management system,and improve the efficient of human resources.This paper is trying to figure out a middle-to-long term marketing strategy and service mix for TKBY Shenzhen branch.Based on the theory of strategic management,this paper analyzes the internal and external competition environment of TKBY Shenzhen,and puts forward the marketing strategy and service marketing combination strategy for future development.Taking the SWOT as the research tool,the research and analysis of the customer’s structure are carried out,and the target market and market position of TKBY are clearly defined,and the corresponding development strategy is developed for the customer groups at the high-end all ages in the target.Next,this article uses the service marketing theory to set up the 7P service marketing combination strategy for TKBY Shenzhen.In particular,the following service camps are proposed in connection with the actual situation of TKBY Shenzhen pin combination strategy: the differentiation of the consulting service,the product strategy of the service line with high added value,the demand-oriented grading pricing strategy,the channel strategy of the channel structure to the line,the promotion strategy of the public relation,the word-of-mouth marketing and the trade association display;Strengthen the personnel strategy of the internal personnel training and the customer relationship management;adopt the appointment system,the complex case consultation system,the doctor graded process management strategy,and emphasize the environment and the physical display strategy of the privacy protection.In order to improve the marketing management level of TKBY,it also provides scientific reference for the marketing work of other similar enterprises in China,and further Raise the overall development level of private medical institutions in China.