Research On Service Marketing Strategy Of Z Internet Hospital

The two major problems of "difficult to see a doctor" and "expensive to see a doctor" are important problems that China’s medical reform has been trying to solve.The emergence of "Internet plus" has provided a new solution for China’s health care reform.By using the Internet to carry out simple online doctor-patient consultation and online pharmacies,we can effectively reduce medical costs and alleviate the burden of "expensive medical treatment" of patients and social security departments.Telemedicine service projects began to be gradually improved,promoting the vertical flow of medical and health resources,sinking high-quality medical resources,which is expected to solve the problem of "difficult to see a doctor".Through the research on the current service marketing strategy combination of Z Internet hospital,this paper finds out the service marketing strategy combination and development direction that Z Internet hospital should adopt in today’s medical environment.Firstly,this paper analyzes the current situation of product and service marketing of Z hospital,and then analyzes the internal advantages and disadvantages of the company,the opportunities and threats of the external marketing environment.Through SWOT matrix analysis,it is concluded that the external opportunities of the hospital are very conducive to the development of hospital business.However,Z hospital itself has some urgent problems such as outdated profit model and serious product simplification.The company should adopt a turnaround strategy at present.After that,the market of the company’s main products was subdivided,and the target market and positioning were selected according to the strategic direction:(1)the elderly disease and chronic disease market on the patient side was positioned as a comprehensive and one-stop medical housekeeper service product.(2)The high-income elite market is positioned as a one-to-one private doctor service product.(3)Doctor information interaction platform market on the doctor side.The market is positioned as a professional doctor assistant product.At present,there are some problems in the service marketing strategy of the company’s products,such as insufficient online marketing channels,single traditional promotion methods,poor product tangible display,insufficient function design and so on.The main reason is that although the company has entered the Internet industry for many years,it still adopts the marketing analysis method of traditional enterprises when formulating service marketing strategy,does not integrate service marketing thinking,and does not make full use of the advantages of Internet enterprises in marketing promotion.Based on the above reasons,this paper puts forward some suggestions on the optimization of the company’s marketing strategy from the aspect of service marketing: While consolidating the existing strategic advantages,focus on strengthening the development of online channels,make full use of the advantages of Internet media,improve the promotion strategy,improve the product function design,pay attention to the tangible display of products and other optimization schemes of service marketing strategy.Z Internet hospital has experienced the process of the gradual expansion of the scale of the Internet in China.In its development,Z Internet hospital continues to practice and explore the service marketing strategy combination mode in line with the market needs and its own development.Therefore,the research on the service marketing strategy of Z Internet hospital has certain practical significance.