Research On Marketing Strategy Of"S" Hospital

The government began to encourage social capital to enter the health care industry with China’s accession to WTO and advance of the public hospital reform. Medical services market becomes more open. A diversified medical service pattern has formed after the private and foreign-owned hospitals’entering.With the wide coverage of health insurance, there is a growing demand for health by people, the advantage of nonprofit major public hospital in the medical market has been weakened.How to adapt to the new situation of the medical service market, public hospitals are facing new challenges. S Hospital is a large nonprofit hospital in Sichuan province, which is the National Class A of the Third Grade Hospital and combines medical treatment, teaching and research as a whole. After decades of development, it is famous for its strong comprehensive strength in treatment and research.With the full development of private hospitals and foreign hospitals, the leadership of S Hospital has realized the importance of marketing for public hospitals and gradually develops it. However, there is no systematic marketing theory as a guide, and its marketing activities is at an early and the exploratory stage, there are some problems, i.e. lack of marketing sense, inadequate attention, unclear target market, uncertain market positioning, there is no marketing department and so on.This paper explains these issues on the basis of marketing theory, takes use of SWOT analysis tools to analyze the strengths, weaknesses, opportunities and threats of S hospital in the market competition. By means of determining the market positioning through market segmentation, identifying target market, establishing and strengthening the awareness of hospital marketing, creating hospital brand, making marketing mix strategy including marketing service, internal marketing, external marketing and relationship marketing.As well as giving protection in organization, personnel and funding, etc. Therefore, S hospital can achieve sustainable development.Currently more than90%of medical resources rest in the hands of public hospitals (nonprofit hospital), S hospital is one of public hospitals. This study on the Application of China’s large public hospital marketing strategy has certain significance.