Guangzhou AP Health Management Club—Service Marketing Strategies Research

As a new emerging and developing service industry in China, health management has been developing since 1960 s in the western country and has been becoming more and more comprehensive. After more than 30 years Chinese Reform and Opening, with the rapid increase of people’s living standard, the high speed development of the information society, the accelerating process of population aging, the gradual increase of incidence of chronic diseases, people’s health awareness are growing. Health management in China is springing up in the twenty-first century. However, the case study of service marketing in health management industry lags behind the development of the industry. A case study of health management for the service marketing strategy research is relatively inadequate.This paper,the Guangzhou AP Health Management Club as the research object, by use of the theory of service marketing,researches on service marking strategies of the Guangzhou AP Health Management Club to solve the problems of the club in the development process.This is the two parts of the case and the case analysis. The case to the Guangzhou AP Health Management Club as an example, analyzes the present situation and problems of service marking. The part of case analysis, through the environment analysis, competitiveness analysis, the advantages and disadvantages analysis of Guangzhou AP Health Management Club, and on the base of 7Ps which stands for Product, Price, Place, Promotion, People, Process and Physical evidence, researches, designs and adjusts the service marketing strategy of Health Management Club, to realize the healthy and sustainable development of the health management club.Hope that through this study, the case can play a supplement role in the research on the health management theory, and has certain guiding significance for the practice of service marketing of health management industry in the future.