Research On Family Medical Service Experiential Marketing In ZD Company

In recent years,the construction of the medical service system has attracted much attention in China.Due to the imperfect access to the health care system,unsound health insurance designated instructions and supervision,poor diagnosis and treatment environment and backward medical equipment,shortage of medical talents,the community health services cannot fully play its due role.ZD company was founded in 2008.Compared with traditional community hospitals,ZD company has many advantages of beautiful environment,advanced equipment,sufficient staff.But because of its single publicity and promotion channel,resulting in poor customer source stability and low income,it can only maintain the basic cost of the store and the staff salary.Customer satisfaction is not quantified and the company has no unique service,which makes the company lack core competitiveness compared with similar medical institutions and it is difficult to retain existing customers.Given the problems above,this article takes family health services experience marketing as research objects in ZD Company.In this thesis,using references analyzing,interviews,experience summarizing and comparative analysis did preliminarily studied of experience marketing in ZD Company.This article has researched by experience marketing theory,STP theory,targeting market selection theory.In order to find the experience marketing solution on experience design,impression management,communication,promotion and quantitative standards,this article carries out the SWOT analysis of marketing situation of ZD Company,makes clear the strengths and weaknesses,the opportunities and threats.Deeply analyzing the causes of these problems and combined with this article,SWOT analysis of the ZD company,six elements of experiential marketing and the successful experience of experiential marketing of both domestic and foreign medical enterprises put forward accurate market positioning to enhance the design of the user experience;strengthen promotion to form impression management;extend customers' demand to enhance immersive communication;infer marketing data backward to quantify customers' experience index.