The Research On Network Marketing Strategy Of P Hospital

Under the background of the new health care reform, the development of private hospitals has become the key areas of the construction of national social livelihood of the people. The rapid development of Internet technology and scale of Internet users growing provides a big opportunity for private hospital network marketing development. Application of network marketing in private hospitals make potential patients to buy or consulting services become reality in the first time, and gradually become an important link in private hospital integrated marketing. With the development of the Internet, network marketing is bound to play a more and more important role in the development of private hospital. But, our country's network marketing is in the early stage of development, the private hospitals are also in the phase of development, therefore, finding the network marketing strategy which is suitable for our country 's development of private hospital is very worth exploring. It is especially important for specific hospital from its network marketing present situation,summarize the problems, solve the problem, speak on, and promoting development.The first part of the thesis begins with the research of related theories of network marketing, Through the analysis of the connotation and characteristics of network marketing concept, clarify the meaning, grasp a series of characteristics of network marketing such as interaction; across time and space efficiency. Then according to the characteristics of medical——the special industry, we've come to the conclusion that the roles of Internet marketing for medical institutions are: extended hospital market; build the hospital image;lower marketing costs; strengthen the doctor-patient interaction, and so on. On the basis of network marketing's effection of medical institutions and probes into the concrete form of private hospital network marketing, such as the website construction and maintenance of website promotion brand marketing integrated marketing and personalized service, etc.In the second part the author chose P hospital as an example, which is a larger scale and high-profile private hospital in Zhengzhou. Through the simple introduction of P hospital,analyzes the current situation of network marketing of this hospital, though four comprehensive aspects of the hospital's website design; website spread; online consulting;and online booking, then sums up a series of problems of the existing of P hospital networkmarketing strategy. Such as: site properties and function of mining strength is not enough;content of site is less attractive; weak ability of Network maintenance; safety management mode of site need to strengthen; the network marketing and website promotion single configuration is not enough; online network marketing professional service and personnel quality need to be improved, etc.The third part is Putting forward the relevant optimization countermeasures of the problems which is existed in P hospital's network marketing strategy. Respectively speak from the aspects of P hospital's website planning;design; maintenance; promotion; reputation;maintenance and network service.And, from a macro level of hospital on how to further improve the level of P hospital's network marketing and optimization measures of implementation in place, security measures are put forward.The last part is conclusion and prospect. First is to outlook for the future development of P hospital, P hospital should make full use of the large population base on Henan province and the convenient transportation of Zhengzhou. Give full play to the P hospital's specialized subject characteristic prominent, hospital brand good advantage, strong the position of private hospitals in Henan province and even the whole country. Secondly points out that network marketing will also plays a very important role and immeasurable influence of the development of private hospital, in boosting the development of private hospitals in the future road will play a more and more important role. Finally throughout the development trend of the private hospitals, the future trend of the development will have considerable change, its weight in the healthcare industry will be gradually improved.