Research On Marketing Strategy Of SDU Hospital Community Health Service Project Under The New Medical Reform

Among the requirements of the new medical reform,it is one of the five key reform tasks to accelerate the construction of urban and rural community health service institutions and improve the basic medical and health service system,which provides new impetus for the development of community health service institutions.With the promulgation of a series of documents on promoting the development of community health services and building world-class universities in recent years,university hospitals are playing an increasingly important role.How to adopt effective marketing strategies to enhance the market competitiveness of university hospitals in community health service projects and ensure their healthy and sustainable development in the new era has become a problem worthy of in-depth study.Characterization surrounding the project innovation,pricing,channel construction,domestic and foreign personnel strategy,tangible demonstration,process management and the guarantee measures for the establishment of hospital at institutions of higher learning in our country under the new period by participating in community health service project transformation of being part of a basic medical and health services at the same time improve its profitability and increase economic benefit and provides a feasible and instructive way of thinking.SDU school hospital community health service based on the project as the research object,based on the relevant theoretical research of hospital marketing,mainly using the method of literature research,interview and case study method and other research methods,to SDU school hospital to carry out the basic situation of community health service project has carried on the on-the-spot investigation and detailed analysis,puts forward the marketing present situation and the existing problems,including convergence,mechanization of pricing,product promotion,a single,lack of the management staff and patients,show tangible improvement and process management is not enough precise,and many other problems.Then,by using the marketing analysis tool,the research object was analyzed with PEST analysis of the external macro environment and porter’s five forces analysis of the industry competitive environment,so as to have a comprehensive understanding of the internal and external marketing environment of the SDU hospital community health service project.Then SWOT analysis is used to analyze the advantages and disadvantages of its internal resources and capabilities.Finally,the 7Ps marketing mix strategy in marketing theory is used to design a set of effective strategies for SDU hospital community health service projects,so as to establish the brand of SDU hospital in community health service projects.On the basis of completing the basic public health service,the product strategy of focusing on resource advantages to establish featured products,replacing quantity with quality,and highlighting the importance of humanistic care in the medical service business;Independent pricing is adopted for the special demand service business and the high-quality characteristic service business,supplemented by the price strategy of open and transparent pricing and charging standards.In terms of channel strategy,it takes the initiative to go into the community and establish long-term service relationship through the signing service activities of family doctors,supplemented by the cross-level cooperation among medical institutions brought by the advantages of SD hospital trusteeship.In terms of promotion strategy,the main body is to establish the whole staff promotion mode in combination with their own work responsibilities,and to regularly hold the classic promotion means of public welfare popularization and publicity.In terms of personnel strategy,it focuses on the cultivation and savings of general practitioners.Internally,it provides a good working atmosphere for employees to improve their satisfaction.Externally,it builds a complete personal health information file for those who come to the hospital to cultivate customer loyalty.Tangible display through the site,layout,atmosphere and other environmental optimization and the addition of necessary facilities to improve the experience of patients,enhance customer loyalty.The process management strategy focuses on the establishment of a stable and lasting process control system from the perspective of the control of medical service quality and the demand of balanced SDU hospital community health service projects.The implementation of the 7Ps marketing strategy of SDU hospital community health service project also requires the hospital to provide necessary system and technical support in the financial,information and administrative departments.More professional and efficient hospital system is configured to enhance full coverage of informatization.Institutionalized supervision and evaluation mechanism and other three aspects of the safeguard measures.In this paper,the marketing strategy of community health service project of SDU hospital is redesigned to improve the marketing status of SDU hospital,establish the brand of community health service project,and form the brand effect,so as to realize the long-term goal of the transformation and development of university hospitals.