Marketing Strategy Study On AA Hospital

Medical market in China,under the general situation of economic globalization,has been transformed from the exclusive operation of the original state-owned hospitals into the multi-operation system of nongovernmental hospitals,foreign-funded hospitals and the Sino-foreign joint hospitals.As an indispensable part of the system,private hospitals management and operation has been gradually taken seriously by hospital managers and many scholars.On the one hand,with the various research results,the connotation and width of hospital marketing have been constantly enriched,and service marketing has become the driving force of hospital development and the managers are required to add content that keeps pace with the times to the height and depth of the management pattern;on the other hand,the marketing strategies of private hospitals are highly individual and targeted,and the study results have theoretical and practical significance.Based on the studies at home and abroad,the marketing strategies of AA hospital are studied through the ways of literature research,questionnaire survey and interview.The main content is divided into the following parts.Firstly,AA hospital marketing present situation and the cause is analyzed according to 7 Ps marketing mix,and it has been found that the product positioning is not clear,promotion channel and price is single,promotion technology is undeveloped,personnel marketing consciousness is lack,and tangible demonstration also is not fully agreed with the patient satisfaction because of incomplete marketing organizations and system and the low marketing consciousness;then,the advantages,disadvantages,opportunities and threats of the hospital is analyzed;and the multi-dimensional market positioning including competition positioning,product positioning and emotional positioning are carried out for AA hospital;then,Centering on the positioning and combining with the analysis of advantages,disadvantages,opportunities and threats of the hospital,the medical product,service price,channel expanding,tangible display,personnel marketing and promotion strategies in AA hospital is further improved;Finally,the safeguard measures is put forward for the successful implementation of the marketing strategy.Through the study of AA hospital marketing strategy,it has been found that despite of the policy support and the diversified medical service demand,the private hospitals have still faced serious challenges in the fierce competition,in which,medical technology is the core,marketing is the driven force,the service quality is the key and hospital culture is the soft power,and with the 7Ps marketing mix,AA hospital marketing strategy is restored and improved.On the one hand,the study results of this paper provide practical reference for the formulation and construction of the marketing strategy and the perfection of the internal system of AA hospital,and also for the use of 7Ps marketing mix in the medical service market,and on the other hand,the problems found in the study and the summarized views is also an supplement to the theory and the practical experience of private hospitals marketing.