Marketing Strategy Of Physical Examination Center Of Nanhua Hospital

In recent years,with the rapid development of economy,the aging of population in China is becoming more and more serious;the increasing burden of life makes some chronic disease population younger and younger.Health is not only valued by the state,but also by the people.The state gives more preferential policies to the health industry,and the people will have a physical examination every year.These are the favorable factors to promote the better development of the physical examination industry.But the rapid expansion has also brought a lot of sequelae to the physical examination center.Under the support of marketing theory,this paper puts forward targeted marketing strategies for Nanhua physical examination center.On the basis of literature and theoretical analysis,through the questionnaire survey of existing individual and unit customers,potential individual and unit customers,and on the basis of 207,23,254 and 47 valid questionnaires obtained,this paper reveals the problems existing in the marketing of physical examination center of Nanhua hospital,that is,the competitiveness and brand awareness of physical examination products are not high,the physical examination products can not meet the personalized needs of consumers,and the management of medical products is poor The mismatching of management strength and development speed leads to poor customer experience.Then it analyzes the macro and micro environment and SWOT of the physical examination center of Nanhua hospital.Then,the STP strategy is applied to analyze the customer group of the physical examination center of Nanhua hospital and determine the target market of the physical examination center.It also puts forward some suggestions about the products of physical examination center of Nanhua hospital(developing competitive physical examination products,giving full play to brand advantages,improving service awareness),price(mantissa pricing strategy,seasonal discount pricing strategy,differential pricing strategy,reputation pricing strategy),marketing channels(direct marketing,network marketing,cooperative enterprise agent marketing),promotion(advertising marketing Event marketing)and other marketing strategies.Finally,in order to ensure the smooth implementation of the marketing mix strategy of physical examination center in Nanhua hospital,the supporting safeguard measures are put forward.