Research On Service Marketing Strategy Of G Maternity Hospital In Jilin Province

With the continuous deepening of the reform of medical and health services in China,the development of private hospitals has ushered in new opportunities,and more and more private capital has flowed into the medical and health industry,which has led to a gradual increase in the number of private hospitals and increasingly fierce market competition.So,how to improve the service marketing competition level of private hospitals,and gain a firm foothold in the fierce market competition,etc.,are placed in front of private hospitals like Jilin Province G Maternity Hospital.The optimization of the service marketing strategy can effectively improve the service marketing level of the maternity hospital and obtain a competitive advantage.For maternity hospitals,prenatal,intrapartum and postpartum are all very important service marketing processes,covering the whole process of newborn children’s birth and early breastfeeding,which is clearly distinguishable from other hospitals.This study firstly sorts out,summarizes and summarizes the current research trends of related service marketing in private hospitals.Based on the concept and characteristics of service marketing and the theory of service marketing mix strategy,it analyzes the development status of G Maternity Hospital in Jilin Province.Using PEST Analysis and SWOT analysis tools analyze the marketing environment of the maternity hospital to understand the marketing environment in which the hospital is located;secondly,by combining the previous theoretical research and the current and marketing environment,as well as the analysis results of questionnaire survey and research interviews The problems and reasons existing in the marketing process of G Maternity Hospital in Jilin Province were identified.At the same time,by analyzing the existing competitor Z Maternity Hospital,the case reference method was used to expand and deepen the breadth and depth of G Maternity Hospital’s service marketing strategy optimization..Finally,it provides the strategy implementation guarantee of marketing strategy supervision and corporate culture construction for the marketing strategy of G Maternity Hospital.This paper takes Jilin Province G Maternity Hospital as the research object,and puts forward how private hospitals face the realistic marketing environment,how to face up to their own service marketing problems,attach importance to hospital brand marketing,and improve the level of private hospital service marketing.More importantly,this paper proposes how private hospitals can change the traditional marketing strategy,use the 7ps service marketing theory,and innovate and improve the service marketing strategy.This study is expected to provide some suggestions for promoting the all-round development of private hospitals,and at the same time provide some reference for the development of service marketing strategies in the same industry.