Research On The Marketing Strategy Of Shandong Linglong Yingcheng Hospital

Since reform and opening, the health care industry has been an important industrial related to national life. Its development and survival have a direct influence over the integrated and coordinate development of the whole society.Now, although the private hospitals are added to the focus of health care reform,but in terms of equipment, visibility, medical personnel and other have no advantage at all. In the face of the strong support of public hospitals, private hospitals are facing more difficulties and challenges. Compared with the public hospitals which have deep-rooted problems, the private hospitals lead the way in the marketing management level. For the future of sustainable and healthy development, the private hospitals play a vital role. With faced the difficulties of private hospitals and the wide demand of the medical market, private hospitals should how to locate, develop marketing strategy. That will be the main direction of future development of private hospitals.Based on the present situation of Linglong Yingcheng Hospital, this thesis uses the theory and methods of business management and analyzes its marketing strategy used in its operating process from the perspective of marketing management. We decide to find out the now strategy which is suitable to the hospital. We use the questionnaires, visiting and other methods to analysis the macro and micro environment of the hospital. Through that, we understand their strengths and weaknesses, and thus for the future development of the hospital established a marketing orientation. From these three aspects of a variety of marketing strategies of the hospital, we find the hospital are lack of factors which are proposed. By analyzing the whole marketing situation of Linglong Yingcheng Hospital, the thesis puts forward a constructive suggestion on its safeguard measures and promotes the steady and healthy development of the hospital.Based the example of the Linglong Yingcheng Hospital, it provides advice andrecommendations for the development of private hospitals. The study will be helpful for the healthy growth of China's private hospitals, provide scientific development ideas for the reform of state-owned hospitals and offer useful reference experience.