Research On Marketing Strategy Of Nanjing Meinian University Health Center

With the improvement of people’s living standards,health awareness is becoming stronger and stronger.They regularly check up in hospitals in order to find out their physical condition.At present,most public medical institutions in our country carry out treatment for diseases,so,Professional medical institutions have become a supplement to basic medical institutions.With the increase of market demand for physical examination,the number of specialized medical institutions is increasing,and the market competition is becoming increasingly fierce.It is necessary to promote the market share of medical examination institutions through marketing strategy.Therefore,this paper takes the Nanjing Meinian University Health Center as an example to analyze the marketing strategy of the medical examination center in depth.This paper first describes the background and significance of the research,the research results obtained at home and abroad,as well as the enlightenment of the related results to the writing of this paper.On this basis,it introduces the core concepts of health examination marketing,marketing,and so on.This paper also expounds the basic theories of SWOT analysis,such as 4PS theory,service marketing theory,etc.,then,from the number of people receiving physical examination,business income,etc.In this paper,the author introduces the development of Nanjing Meinian University Health examination Center from the aspects of long-term cooperation,such as unit customers,etc.The physical examination infrastructure,organizational structure,human resources,internal management and so on are discussed in this paper.Using PEST theory,this paper discusses the economic environment,technical environment and social environment of Nanjing Meinian Health examination Center,and analyzes the external environment of the enterprise,after the analysis of the internal and external environment,By using SWOT analysis method,this paper discusses the advantages,disadvantages,opportunities and threats of Nanjing Meinian Health examination Center,constructs the SWOT matrix,and adopts the strategy of combining so and St.To guide residents to strengthen their health concept.To guide residents to strengthen their health concept through their professional advantages;and second,to use the continuous improvement of the industrial chain,Using the information technology to innovate constantly;with the help of the development opportunity of globalization,strengthening the marketing promotion.Using STP theory to analyze the market segmentation of Nanjing Meinian University Health Center.Marketing strategy choice and customer orientation.Finally,it is determined that in Nanjing market,the middle and young people in Nanjing market are mainly professionals with high income,and provide personal health management and health risk intervention to foreign-funded enterprises in terms of corporate customers.High-tech enterprises and financial enterprises mainly provide comprehensive health assessment and health management services.Finally,based on the 4P theory,this paper analyzes the Nanjing Meinian Health examination Center from four aspects: product,price,promotion and channel.Marketing strategy.While using the relevant theories of marketing strategy,this paper also pays attention to the combination of theory and practice,according to the author’s practical work experience in Nanjing American Health examination Center.It is hoped that the results of the study will be helpful to the marketing of Nanjing Meinian University Health examination Center and will be a reference for other health check-up centers.