The Study On Services Marketing In The Second Hospital Affiliated To Luzhou Medical College

Along with the development of medical and health services,themarketing theory about the medical and health services also is gradually introduced toChina, but some of the theoretical research is lack of authority and systematic, They areoften mechanical application of existing marketing theory or refer directly to themarketing experience in other industries,So how to make the scientific research onhospital services marketing to be operational and pragmatic had become the bottleneckproblem to restrict hospital sustained and healthy development.The Second Hospital Affiliated to Luzhou Medical College(hereinafter referred to as2nd LY hospital) is a comprehensive Level-3Grade-A hospital of traditional Chinesemedicine integrating medical treatment,scientific research,preventive medicine healthcare,and medical education, It is a key national constructing traditional Chinesemedicine (TCM) hospitals affiliated to the SICHUAN provincial Administration ofTraditional Chinese,Based on its advantages in technology,brand,name and policy,hospital has gradually taken share in Luzhou city.Nevertheless, the service marketing isstill weaknesses in Luzhou hospital effected with industry and marketing environment.Against this major background，by basic marketing theory in the light of thecharacteristics of medical service，this paper introduces the development status ofmedical service marketing at home and abroad．Through the SWOT analysis on internaland external environment this research has carried out a systematic summaryconsidering the strength,weakness，opportunity and threat in the marketing competitionof LUZHOU2sd Hospital.After deciding target market decision-marking throughanalysis of market segmentation and target market option and taking service marketingmix as a framework,arranging a reasonable marketing plan systematically in details ofmarketing organization，internal sales staff products, quality of health care services, promotion, process as well as material display etc to achieve resources reasonableallocation, benefit steady growth and sustainable development．The study of this article is expected to help the Luozhou2sd Hospital marketingpractice and to introduce broader application in the medical service marketing theory.