Application Research On STP Technology In Shanghai Medical Market

As China joined the WTO, the reform of medical system and medical insurance system, unprecedented changes will take place in China's medical market. With the social develop level increasing, people pay growing attention to their health, and health-related industries have or will become a new growth of national economy. In next few years the competition of medical will be more strong than imagining. Commonalty-owned hospital and "overseas hospital" named by Chinese people, not large in number, will take first to occupy medical health market from the idea of service; at the same time, as China is a large country in population with great market potential, so China's gradually maturated medical market has become hot destination of abroad capital. So the now-existed public owned medical institutions face the competition both from domestic and abroad. To meet the competition, hospitals will change the bad relationship between doctors and patients, and take them as the core but not the governors.Facing so severity competition, each hospital must change the management strategy to insure their competitions,. The thesis mainly studies how to segment the market, how to chose the target market, how to position, then to make better client relation management.In the first chapter of the thesis, introduce the situation of client relation management in domestic and abroad hospitals, introduce the technology of STP simply.In the second chapter, describe the background, significance and objection of research, then design the studying thought and method and analyze the sample.The third chapter is the research and analysis part of the thesis. Through analyzing the customer research questionnaire, make out a set of standard to segment the market, then segment the medical market and study how to chose segmentation market.In the forth chapter, discuss how to position the segmentation market, and research the degree of different customers to accept the extend service.In the fifth chapter, take a famous special hospital as an example further to discuss STPtechnology.STP technology (also named as target marketing) places more important role in modem marketing. Each hospital faces thousands of customers, and their need and demand are different, in such complex and changeable great market, any large medical group in scale, or big hospital with large amount of capital can't satisfy all needs of all customers. Also because the limitation of resources, equipments, technologies, they can't satisfy different need of all customers. Hospital can only chose the target market suit itself in light of its own advantages, and make better client relation management.