Research On Marketing Strategy Optimization Of R Medical Company

At present,with the new medical reform policy and constantly deepened,the government eased access to social capital to run medical qualification(such as encourage and support social capital establish all kinds of medical institutions,encourage social capital to participate in public hospital restructuring),and further improve the professional environment of the social capital held a medical institution(e.g.,preferential tax policy,the medical insurance fixed-point system),such as lowering of social capital to run medical threshold,promote the social capital into the medical market,adjust the medical market and promote the harmonious development of public hospitals and private hospitals,activate the medical market,improve the relationship between the supply and demand of medical market,In order to maximize the people to meet the needs of medical services.But in fact,as the public hospitals with the accumulation of past strong first-mover advantage,expanding scale,and mastered the core technology,human resources and brand influence,in the Chinese medical market,the market share of the public hospital has the absolute advantage,and civilian battalion hospital survive largely "cracks" in the market,the competitive environment,competitive pressure.Therefore,for civilian battalion hospital,want to grow,how to keep market segments,to identify and choose the right target market,and precisely formulate marketing strategy,make the civilian battalion hospital,in the process of market competition,can through the market marketing means to ensure that enterprise stable,healthy and sustainable development,become the contemporary study of many private hospitals need to solve an important problem.Because the work needs,this article mainly assisted reproductive health care industry external macro environment as the background,based on the basic theory of marketing,through the PEST analysis,SWOT analysis,patients’ demand analysis,path analysis,competitor analysis,etc to the patient,and combined with R medical company product,price,channel and promotion strategy,the actual problems in you R medical company marketing strategy research.By optimizing the marketing strategy,it helps R Medical Company to solve the existing marketing problems in reality,and provides certain theoretical reference and practical plans for the company’s marketing strategy.This paper mainly carries out research through the following three methods:(1)Literature research combined with market research and patient research(2)In the process of research,combined with literature review and R Medical Company’s actual marketing strategy,to find out the existing problems in the marketing strategy.(3)Through the analysis of problems and causes,put forward the optimization scheme of marketing strategy and the guarantee mechanism of strategy implementation.This paper analyzes the marketing status quo of the assisted reproductive medical industry by using basic marketing theory,4P marketing theory and other basic marketing theories.Use marketing such as STP,PEST and SWOT analysis tools,to R medical products(assisted reproductive medical service product and project),price(assisted reproductive health industry price positioning),channel(assisted reproductive health industry project marketing channels)and promotion(assisted reproductive health industry sales incentives)aspects of the marketing strategy problems and cause analysis,calculated the appropriate R medical company marketing strategy optimization scheme:(1)Clarify the selection and positioning of target groups through market segmentation,and establish a product system strategy based on patient needs with the concept of providing differentiated services.(2)Optimize the pricing strategy of medical service by combining the national industry pricing standard and the market pricing in the reference region and adopting the flexible pricing method based on patient demand.(3)Optimize the channel strategy of R Medical Company by deepening the "medical association" referral channel,awakening the employee referral channel,improving the patient referral channel,laying out the Internet + medical mode,operating the traffic channel of the public domain and the Silk domain,and expanding the market outside the province.(4)Comprehensive implementation of medical service promotion strategies by establishing classified and integrated promotion strategies of medical products,establishing patient membership system,strengthening brand promotion and promotion of patients with special needs,etc.The research results of this paper will help to improve the market share and industry influence of R Medical Company,and have certain constructive significance for marketing work.