Research On Marketing Strategy Of Social Medical Service In Kangtai Hospital Of Gansu Province

With the continuous progress of health care reform,a large nonprofit hospitals have been put into market competition,totally dependent on government financial development model has not suited to the current development of medical and health services.As an administrative unit with judicial attributes,face contradictions existing prison medical equipment,technical level and the growing prison medical needs between rising health costs and the limited government funds with contradictions,Kangtai Hospital of Gansu Province,the need to take measures actively carry out social health services,to participate in market competition,social services groups,reflecting the health of the public service,while increasing hospital revenues,to make up for insufficient funds,resolve internal conflicts,and promote the development of the hospital.This thesis Kangtai Hospital of Gansu Province as the research object,the perspective of the market,with a marketing concept,according to the social status of hospital medical services,social marketing organizations proposed the existence of medical services is not perfect,thin hospital marketing idea,marketing awareness is not strong,the lack of marketing,training mechanisms are inadequate,insufficient competitive pressures,market lack of motivation and other issues,by the macro-environment of the hospital,micro-environment analysis,STP strategic theory,Gansu Province Kangtai hospital marketing service marketing strategy the formulation.Through strategy development,and then to 7Ps marketing theory to develop medical services in line with social development in Gansu Province Kangtai Hospital marketing strategy.This study not only provides a practical guide for the Kangtai Hospital of Gansu Province in the future for social medical service,but also on marketing strategy,marketing strategy has a certain reference value in the universal use of nonprofit hospitals.