The Research On The Service Marketing Strategy Of T-Dental Chain Hospital During The COVID-19 Period

With the outbreak of the COVID-19,a series of changes have taken place in the oral medical service market.Economic downturn leads to an increase in price sensitive customers.The epidemic prevention and control requirements have changed the customer acquisition mode and promotion mode.Customers’ requirements for the service process have become more stringent.This paper analyzes the internal and external environment,strengths,weaknesses,opportunities and challenges faced by the company through customers questionnaires and employee interviews.Using SWOT analysis,it is concluded that T-Dental Chain Hospital should adopt the strategy of strengthening high-end brand image,differentiated marketing and paying close attention to medical quality in the period of COVID-19 at the same time.Through the sampling analysis of the target patients’ visiting behavior,it is concluded that the characteristics of patients are that different treatment items show significantly different age,gender and occupation distribution.Based on the STP theory,combined with the patient characteristics of T-Dental hospital and the market changes during the COVID-19 period,this paper concludes that it should focus on the middle and high-end orthodontics of white-collar people and the dental planting market of high net worth people during the COVID-19 period,and adopt the market positioning for the middle and high-end.Finally,it uses the service marketing mix strategy to analyze the defects and deficiencies of T-Dental hospital group in detail,The corresponding countermeasures and safeguard measures are put forward in terms of product,channel,promotion,personnel,price,tangible display,service process,etc.