Research On Service Marketing Strategy Of X Private Eye Hospital

This paper takes X private eye hospital as the research object,and uses the literature research method and interview research method to study the countermeasures of hospital service marketing.First of all,this paper summarized the literature on marketing and service marketing at home and abroad,and elaborated the concept of service marketing and relevant theories.Secondly,through questionnaire survey,we have learned about the service and marketing of X private eye hospital.Found the hospital still exist some problems in respect of service marketing,including the lack of a specific service marketing strategy,charging items price is higher,treatment process is not reasonable,service attitude is not enough.The main causes of problems include backward service concept,inadequate management and low staff quality.Then,using PEST and porter's five forces model,analyze the macro environment and industry environment of X private eye hospital,and clarified the opportunities and threats faced by X private eye hospital.Finally,based on the “7P Marketing Strategy”,developed the service marketing strategy of X private eye hospital from seven aspects: product,price,channel,promotion,personnel,process and visible display.The research of this paper can improve the problems in the service marketing of X private eye hospital,and provide specific strategies for hospital service marketing.At the same time,the research of this paper can provide reference for the development of service marketing strategy of the same type of ophthalmic hospital.