Research On Marketing Strategy Of The Second Hospital Of Shandong University

Along with China's accession to WTO, further opening up of the medical service market and the entry of foreign-founded and private hospitals, the medical service market, which was monopolized by public non-profit hospitals in the past, will undergo complete changes. Therefore the competition of the medical service market comes to more vigorous degree day by day. At the same time, the sustained and swift development of national economic and deepening reform of the medical system, as well as higher requirements for medical service, the public hospitals are meeting the unprecedented challenges and opportunities. However, arising from influencing of the planned economy, lacking of a sufficient awareness in marketing, and the low level of management, how to adapt the new situation put medical service market on the rack.The Second Hospital of Shandong University (hereinafter referred to as SD hospital) is a comprehensive third class grade-A hospital integrating medical treatment, scientific research and medical education. On reliance of one decade's foundation, based on its advantages in technology, brand name and policy, SD hospital has gradually taken share in Ji'nan city as a famous hospital possessing comprehensive strength. Nevertheless, due to the weaknesses in system which still in compliance with the business philosophy of traditional state-owned hospitals, there are still many minus factors such as positioning errors, inadequacies of innovation, and non-specialized marketing organization, thus making itself hard to meet the demands of competitiveness and achieve more developments. Taking this into consideration, future study of market competition and marketing strategies of SD hospital is of great practical significance.Against this major background, by basic marketing theory, in the light of the characteristics of medical service, this paper introduces the development status of medical service marketing at home and abroad. Through the SWOT analysis on internal and external environment, this research has carried out a systematic summary considering the strength, weakness, opportunity and threat in the marketing competition of SD hospital. After deciding target market decision-marking through analysis of market segmentation and target market option and taking service marketing mix as a framework, arranging a reasonable marketing plan systematically in details of marketing organization, internal sales staff, products, price, channel and promotion etc to achieve resources reasonable allocation, benefit steady growth and sustainable development.This paper put forward the view that special sectors should be emphasized in the course of practice. The top priority for the service marketing of SD hospital is to establish professional marketing organization, to make differential strategy for core objective, to place and optimize marketing service channel as well as the internal marketing strategy of personnel in advance.The popularized value is that above 90 percent of medical resources are mastered by the public non-profit hospitals, including SD hospital; therefore this conclusion represents a useful reference in constituting and implementing marketing strategies for the overwhelming majority of public non-profit hospitals.