Research On Service Marketing Strategy Optimization Of Physical Examination Center Of JS Hospital

In recent years,the big health industry has developed rapidly with strong support from national policies,among which the health examination industry has developed particularly rapidly.The demand for health among people is constantly increasing with the development of social economy,and the demand for health examination market is expanding.The outbreak of the epidemic has also to some extent raised national health awareness,and the future development potential of the health examination industry is enormous.The development of the health examination industry is constantly changing with the development of the market economy,and marketing strategies are gradually shifting from traditional channels and service marketing to customer-centered experiential marketing.Therefore,how to accurately understand the potential needs of customers,leave a profound experience for consumers,and meet the personalized needs of medical consumers,Therefore,targeted improvement of customer experience satisfaction has become a very worthwhile issue to explore.Chengdu JS Hospital Physical Examination Center,as a physical examination institution of a secondary general hospital in the main urban area of Chengdu,belongs to one of the two main categories of medical institutions requiring physical examination in China.In 2017,the physical examination center applied for the record as a designated institution for occupational health examination to undertake the task of occupational disease physical examination within the administrative region.With the constant updating and iteration of the physical examination market and the increasingly fierce competition of homogenization around it,although the business of physical examination center has continued to grow in the past three years,the growth rate and business structure development are not ideal,which is far from the growth rate of the market.This study takes JS Hospital of Chengdu as the research object.Firstly,from the perspective of marketing,it analyzes the macro environment of physical examination center with PEST as the analysis tool.Secondly,combined with the7 Ps marketing mix theory,it expounds the current situation of the hospital physical examination center from seven aspects: product,price,channel,promotion,personnel,process and tangible display.The questionnaire method is used to understand the real demand of customers for physical examination consumption and the satisfaction and expectation of the hospital physical examination center service.On this basis,the questionnaire results of physical examination service marketing are discussed,and the following problems are found in the existing service marketing: The product has no features,the price is inflexible,the effective service marketing publicity is lacking,the customer source channels are not wide,the staffing and professional quality training are not in place,the service process of the physical examination center is not standardized,and the physical examination center has less tangible display contents.Finally,based on the above problems and combined with the 7Ps marketing theory,the optimization strategy of hospital physical examination center service marketing was developed in seven aspects: medical service product,price,channel,promotion,personnel,tangible display and process.In order to ensure the effective implementation of the service marketing strategy,supporting measures are proposed in four dimensions: organizational leadership,system,personnel and information technology.Combining marketing theories,this study proposes optimization strategies for the service marketing of physical examination center of Chengdu JS Hospital,hoping to provide references for how to carry out service marketing for similar medical institutions or other private medical institutions,and promote the better development of physical examination center by constructing scientific marketing mix strategies,so as to achieve a win-win situation of profit and reputation.At the same time,it provides ideas for private hospitals to solve problems from the two dimensions of adapting to the market and serving the society,helping to harmonious society and people’s health.