The Research Of Service Marketing Strategy In The Affiliated Stomatological Hospital Of Kunming Medical University

The opening-up policy of medical service market in Chinese, a large number of private and foreign capital hospitals appeared, public non-profit hospital faced fierce completion. For the medical industry, the degree of society recognition is low, patients consider as "expensive and difficult to see a doctor", medical staff consider as they all in the rugged health care environments, on all three dimensions are not satisfied, the reform of the medical and health care system is imperative. The reform was started in2009, public hospital should keep public welfare, and at the same time the rank of the hospital evaluation put forward new requirements to the hospital. Oral medical service is an important part of the medical service, and the most intensive competition part. The affiliated stomatological hospital of the kunming medical university as the only public oral hospital in Yunnan should seize the opportunity, deepen reform, strengthen management, improve the connotation, continuous operation, provide quality service, win the competitive advantage.This thesis tries to puts forward solutions to the hospital development from the marketing point of view, in the background of medical and health physical reform, the actual situation in Yunnan province. This paper based on the review of oral medical service marketing, use the classical STP marketing process, to analysis the stomatological hospital of marketing. At first use5C’s market analysis method to analysis of internal and external environment detailed. Secondly, on the basis of analysis, understand the market segment of the affiliated stomatological hospital, defined the target market, use the SWOT analysis method selected strategy. Thirdly, stomatological medical services positioning get though diagnosis and treatment technology, service price, service consciousness and infection control level.7P’s Service marketing mix formulated accord with positioning. The last part of this paper puts forward the implementation of public hospital marketing should take social marketing and service marketing organic union, social marketing reflect the hospital public welfare, and construct a harmonious doctor-patient relationship, produce social welfare, improve social benefit and fulfill social responsibility. Service market provide quality services for patients, won the unanimous praises from the sufferers, gain competitive advantage, improve the economic benefit, and keep the sustainable development of the hospital.This study will apply the theory of service marketing to manage the service of oral hospital, through kinds of analysis, come up with marketing mix and put them into effect. The promotion value of this study is to provide reference for the oral medical services organizations, in which the market environments different from comprehensive hospital, to achieve the competitive edge.