Research Of Marketing Strategy Of Shanghai C Hospital

With the continuous development of society, the Chinese government for the medical industry put forward clear rectification requirements, hospital management has entered the development in the new period, the development of global economic integration mode in medical market competition is becoming increasingly fierce, medical institutions must start from the fundamental point of view, comprehensive promotion, service quality and level of expertise to in the fierce market competition environment looking for his place. So it is necessary to carry out medical marketing activities in the modern medical system.. The Shanghai C private hospitals as the main research object. On basic operation status of the hospital for a comprehensive analysis, including the type of product, consumer demand characteristics, hospital service quality, complete the formulation of a new marketing strategy.Firstly, this paper analyzes the policy environment, economic environment, social environment and technological environment of the private hospital of Shanghai by PEST analysis. Based on the perspective of the market environment in the medical and health field,the steady development of China’s economy over the last 20 years, the continuous improvement of people’s living income and the improvement of the quality of life. In such a situation, the medical and health needs and before comparison, has changed significantly, and gradually reflects the medical need to multi-level, medical needs and health needs coexistence and other characteristics. Secondly, the paper analyzes the internal advantages, internal weaknesses, external opportunities and external threats of the private hospitals in Shanghai by SWOT analysis.. On this basis, the market positioning of the private hospitals in Shanghai C is defined by STP analysis.. That private hospitals of Shanghai C in the selection of target market of urban primary and secondary and high school low-end, old, middle-aged and young women and children were quantified and analyzed, it is summed up and integrated into three categories, core customers, customers and potential customers the opportunity to. Hospital of core consumer groups to increase capital investment, strengthen professional, hit the brand,do the characteristics, focusing on the market grasp, expand market share, fully meet the needs of all aspects of patient. Based on this position, the paper presents the 4C marketing strategy of Shanghai C private hospital from 4 aspects: customer demand, price setting,customer convenience and customer communication. And proposed the security measures of the hospital marketing strategy to implement smoothly. Strengthen the process management of the hospital, strengthen the design of marketing channel and strengthen the management of the elements of the personnel.Anyway, product or service type design, pricing scheme, promotional activities carried out, marketing strategy formulation process must consider the content, including service process management, human resource management, and every link to give full play to the advantages of the utility. Therefore, for the current hospital management and service features,mature theoretical guidance, the hospital service marketing strategy, with sense of service to the operation and management of the hospital, is a hotspot in the research community. The Shanghai C private hospital marketing strategy identified as the research target, expectations under the guidance of marketing philosophy, medical hot commodities,medical population characteristics, characteristics of hospital management, explore how to implement the service marketing strategy in the hospital this unique market main body.