Study On The Strategy Of Introduction And Implementation Of Experiential Marketing In The Hospital

With the development of the market economy and China's accession to the WTO, and with the reform of the medical system and the medical insurance system, the hospital's environment for the survival and development has the deep transformation, the degree of marketability is advancing unceasingly, and the competition of medical services market is aggravating.How to adjust management strategy to meet the challenges for sustainable development is a problem that each hospital should be attend. Experiential marketing is a new model accompanied by the arrival of the experiential economy, and it emphasizes consumer's participation and contacting. It provides a new ideas and methods for hospital: It is a powerful weapon for hospital to achieve competitive in the medical consumer market. In this paper, we combined experiential marketing with hospital management,then we explored the way of introduction and implementation of experiential marketing in the hospital to improve competitiveness and obtain the development.From the realistic background of hospital in china,based on the domestic and foreign research, by taking the Schmitt's Strategie Experiential Modules as the basic framework and referencing Su Xin's medical consumer experiential scale, this paper developed a medical consumer experiential scale,then using questionnaires, in-depth interview, we collected 279 valid questionnaires at random from 5 hospitals in Changsha,by analyzing the explorative and validating factors with spssl3.0 and lisrel 8.51,we tested the reliability and validity to verify the scale's credibility.And then we sampled 328 questionnaires at random from these 5 hospitals in Changsha,carried on descriptive statistical analysis with spssl3.0 to analyze the medical service experiential demand.According to analyzing the medical demand of the consumer experience with the survey results,we analyzed the necessity and the feasibility of the introduction of experiential marketing in the hospital, then we builded the model to implement experiential marketing in the hospital.Our findings are the followings:(1) through the exploratory and confirmatory factor analysis of the scal, we finded that the scale is composed of five factors:"SENSE", "FEEL", "THINK", "ACT",and"RELATE"experiences.The dimensions is consistent with the hypothesis,but the classification of experiential indicators is different from the hypothesis, then we adjusted the experiential indicators to a new scale,and the scale is proved to be an effective and reliable evaluation tool by reliability and validity testing.(2)By the descriptive analysis for degree of consumer expectations and satisfaction,using comparison analytic method,we finded the characteristics of the current medical consumer experiential demand:Emotion demand proportion deepening; The sense of participation to strengthen; Hope more multi-level personalized medical service.(3)From the perspective of medical consumers and hospital,we showed the necessity and the feasibility of the introduction of experiential marketing in the hospital,and we construct the model for implementation of experiential marketing in the hospital,it include three steps:the experiential design, the experience to realize, the experiential control,then we design strategy of experiential marketing based on"SENSE", "FEEL", "THINK", "ACT",and"RELATE"experiences,we implement strategy of experiential marketing based on 7P's innovation.So this paper provided a operational idea and frame for hospital to implement strategy of experiential marketing.