Research On Marketing Strategy Of QH Private Hospital

Private hospital has become an important part of the medical service institutions,which has promoted the rapid development of medical industry and the orderly competition of the medical industry content.The medical and health market system has been further improved and the supply-demand contradiction in the field of healthcare has been effectively alleviated to some extent.In spite of this,there are still many factors limiting the development of private hospitals.Due to the small scale,few high-end talents,low hospital bed occupancy rate,poor reputation,a lack of systematic marketing concept among staff and other reasons,private hospitals have low social recognition,a lack of professional knowledge,and hospital management hardship.In order to improve the market competitiveness,various price wars and vicious competition occur frequently in various hospitals.Therefore,this paper takes QH private hospitals as the research object to conduct in-depth market research and analysis,analyze the current internal and external environment,and build a set of effective and implementable marketing strategies to help it expand the market,enhance its core competitiveness and brand influence so that improve the competitiveness and influence in a certain range of markets,has a more profound practical significance.First of all,this paper puts forward the research background and significance of QH private hospital marketing strategy formulation,summarizes and sorts out the domestic and foreign research on the development status of private hospitals,marketing strategy formulation and other content,then determines the main research content and research methods of the paper.Secondly,the PEST model and Porter’s Five forces model were used to analyze the external environment of QH private hospitals,the basic situation and marketing status of QH private hospitals were sorted out and analyzed,and the internal and external environmental elements of QH private hospitals are analyzed by SWOT analysis method.Thirdly,the ues of STP marketing theory for market segmentation and market positioning,combined with 4P theory,to develop a marketing strategy in line with QH private hospitals.Finally,from the four aspects of organization,manpower,system and technology,safeguard measures are formulated to ensure the implementation of the marketing strategy.At the same time,hope that the research on the marketing strategy of QH private hospital can provide reference for the comprehensive development of private hospitals,and then improve the theoretical significance of this paper.