The Research On Service Marketing Tactics For Hunan TCM Hospital

Along with Chinese Hygienic System Rearm gradually deepening, theinside and outside survival environment of hospital is having the profoundchange．Because Public hospital is in the seller medical sevice market for along time，all with difficulty adapts this kind of change in the idea and inthe management and operation pattern．To cope with the menace andchallenges in the existence and development，it is urgent to build up a newmanagement model．Introducing the marketing of medical service hasbecome inevitable．A hospital urgently needs to open up a living anddeveloping space by depending on strong service and marketing means．Under such circumstances，this paper，parallel the theories with theempirical study, reviewed the relative service marketing theories．Basedon various researches on hospital marketing internally and externally，andin combination with the example of Hunan TCM Hospital，this paper triesto further investigate the issue of marketing in this particular medicalservice industry so as to help Hunan Provincial Hospital of TCM to establish a service marketing system of system science and to obtain theability of sustainable development．This article takes Hunan TCM Hospital as a main body，carries on tothe hospital service marketing tactics studies and discusses．First analyzsthe environments faced by Hunan TCM Hospital, includingmacro-environment of policies, economy, technology and culture, and themicroen vironment. Using the SWOT analysis，seeks the superiority andthe opportunity of Hunan TCM Hospital， as well as needs to avoidinferiority and threat．According to the identified competition strength，Hunan TCM Hospital could make the right strategy，orient the marketcorrectly and transit them to the client．It makes service marketing tacticsof Hunan TCM Hospital based on subdividing to market and defining goalmarket. It explains the tactics of sercice, product, price, distribute，promotion，people，physical evidence， process．Finally，from buildingan effective marketing organization, to build customer relationshipmanagement system, to create a good cultural aspects of Hunan TCMHospital services marketing services marketing tactics for the implementation, the implementation of the protection and improvement ofhospital services innovation system, improve customer satisfaction andloyalty.This studies is in launches with Hunan TCM Hospital fullcommunication foundation， its findings might apply directly in thehospital development and the management，simultaneously will also havehigh reference value. Therefore, this article has the strong practicalapplication value and theory model value. Reling on this research，I hopeto formulate a suitable service marketing pattern of Hunan TCM Hospitalunder the new market circumstance．...