Research On The Marketing Strategy Of GM Private Ophthalmology Hospital

With the rapid development of the economy,people’s living standards have continued to improve,causing the nation to put forward a higher level of demand for medical services.In recent years,the Chinese government has issued a number of policies,clearly indicating its strong support for social capital to hold medical institutions.Under the guidance of these favourable policies,private hospitals in China have developed at a rapid pace and competition has been extremely fierce.However,compared with public hospitals,there is still a large gap in terms of brand credibility,talent pool,discipline construction,and policy support.In this context,if GM Private Ophthalmology Hospitals want to achieve healthy,stable and sustainable development,they must enhance and improve their existing marketing strategy concepts to make them more competitive and targeted,so that they can occupy a place in the fierce competition in the medical industry,which is the significance of this research paper.Based on a large amount of domestic and international literature and relevant research cases,and drawing on the practical experience of marketing strategies in the same industry,this paper systematically researches the marketing strategies of GM Private Ophthalmology Hospitals.Firstly,on the basis of in-depth research,the internal conditions of GM Private Ophthalmology Hospitals,including human resources,technical resources,financial resources,current marketing situation and problem analysis,were sorted out and concluded,and the ability of GM Private Eye Hospital’s internal factors to bring into play its strengths and overcome its weaknesses was assessed through the internal factor evaluation moment(IFE)method.Secondly,the macro environment was analysed in terms of political,economic,social and cultural as well as technological environment using the PEST analysis method;the Porter’s Five Forces model was used to systematically compare and analyse the five forces facing the development of GM Private Ophthalmology Hospitals and to clarify its own position;the medical market in Shijiazhuang was analysed in terms of market segmentation,and consumer behaviour and demand characteristics were analysed to To understand the market demand and find the right target market.The EFE matrix was used to quantify the above external environment and to determine the ability of GM Private Ophthalmology Hospitals to adapt to the external environment.Finally,through the SWOT matrix analysis,the alternative strategic options for GM Private Ophthalmology Hospitals were selected,and then the quantitative strategic plan evaluation matrix(QSPM)was used to determine the specific marketing strategy for GM Private Ophthalmology Hospitals,namely: to target the low and middle end consumers of cataract,myopia refractive surgery and optometry in the vicinity of the hospital;to use the "professional,honest and cost-effective" local hospital as the main target group;and to use the "professional,honest and cost-effective" local hospital as the main target group.The brand positioning of the local hospital is based on "professionalism,honesty,high cost performance";the marketing campaign is based on public welfare screening,supplemented by advertising,with"advantageous departments","special departments" and "star products" to drive the hospital’s reputation;the ophthalmology department is the main target group." to drive the hospital’s reputation;full coverage of ophthalmic medical projects,stabilising the market share of star products,increasing investment in problematic products,optimising product structure and service quality;positioning prices lower than those of the Provincial Second Eye Hospital and hospitals of the same level to attract patients with high cost performance,and designing a specific implementation plan for the marketing strategy.It is hoped that through the systematic study of this paper,it will not only provide a set of competitive,targeted and practical marketing strategy plan for GM Private Ophthalmology Hospitals,but also provide some reference and reference value for the optimization of the marketing strategy of private eye hospitals in the same industry.