Research On Marketing Strategy Of Shenzhen GLFE Stomatological Hospital

Shenzhen glfe stomatological hospital was established in 2010,headquartered in Shenzhen,it is a large oral chain hospital integrating medical treatment,teaching and scientific research.At present,there are 11 stomatological clinics in Futian District,Nanshan District,Luohu District,Longhua District,Longgang District and Bao’an District of Shenzhen.Another two outpatient clinics are under renovation,and it is planned to build a secondary specialized stomatological hospital in 2022.Shenzhen glfe stomatological hospital puts forward the treatment service mode of "multiple hospitals in one city and technology sharing",and carefully creates characteristic departments such as "dental implantation,orthodontics,aesthetic restoration,periodontal treatment and children’s dentistry",so as to provide high-quality personalized oral health care,diagnosis and treatment and beauty one-stop dental services for Shenzhen citizens.However,there are also some problems in marketing,such as unclear brand characteristics,no characteristics in product design,chaotic price system,lack of systematic planning in publicity and promotion,etc.Based on the above research background,this paper first expounds the basic situation,marketing status and existing problems of Shenzhen glfe stomatological hospital,and defines the research significance,research ideas and methods.In terms of literature review,this paper introduces STP marketing theory,4P marketing theory,Porter’s five forces model and other related marketing theories,as well as the current situation of hospital marketing at home and abroad.In the part of analysis and elaboration,this paper makes a careful analysis from different dimensions such as the macro environment,market demand,competition and internal environment of Shenzhen glfe stomatological hospital.Using STP marketing theory,the market of Shenzhen glfe stomatological hospital was subdivided and analyzed to determine the target market and market positioning.Then,using the 4P theory of marketing,this paper summarizes the product strategy,price strategy,channel strategy and promotion strategy of Shenzhen glfe stomatological hospital,and puts forward the service strategy according to the characteristics of Shenzhen glfe stomatological hospital.Finally,it puts forward the implementation guarantee requirements for the smooth implementation of marketing strategy.Through the analysis of the situation of Shenzhen private stomatological industry and the research on the marketing strategy of Shenzhen glfe stomatological hospital,the author hopes that while solving the marketing strategy problems encountered by Shenzhen glfe stomatological hospital,it can also provide reference for other private stomatological institutions in formulating marketing strategies,It makes the whole private dental medical institution industry develop towards standardization and normalization in marketing.