Research On Service Marketing Strategy Of QM Medical Laboratory Co.,Ltd

With the continuous improvement of people’s material quality of life,aging population,and increasing consumption,the requirements for healthcare and health testing are constantly increasing.With the deepening of medical reform,the introduction of relevant policies such as "encouraging private capital to enter the medical market",and the acceleration of the development of the third-party medical testing industry by the nucleic acid testing business of COVID-19 epidemic,the development of medical testing companies must be combined with the market competition between medical testing companies.While developing,medical testing companies also have many problems to be optimized.This article conducts research on the service marketing strategy of QM Medical Laboratory Co.,Ltd.,aiming to provide reference for enterprises in formulating service marketing strategy planning and risk avoidance.Based on the theory of service marketing,STP theory,7Ps marketing mix theory and other theories,research on service marketing,research on the development status of the medical testing industry,problems faced by the rapid development of the industry,business model exploration,and literature research on the impact of the epidemic on the medical testing industry,this paper observed and interviewed relevant personnel of QM Medical Testing Co.,Ltd.,obtained actual data,and analyzed the status of QM Medical Testing Co.,Ltd,Identify 7 issues in existing marketing strategies: lack of brand building,lack of flexibility in pricing strategies,single service marketing channels,lack of publicity and marketing efforts,need to improve the capabilities of marketing service personnel,insufficient emphasis on tangible displays,and relatively weak service control levels.By analyzing the macro environment such as political environment,economic environment,social environment,and technological environment in which the enterprise is located,as well as the micro environment such as potential entrants,substitutes,industry competitors,suppliers,and customers,it is concluded that QM Medical Laboratory Co.,Ltd.currently has advantages such as leading medical laboratory project technology and having a certain foundation of customer resources,with unreasonable resource distribution and unclear target markets Disadvantages such as the need for improvement in the talent pool.At the same time,there are opportunities for rapid development in the industry market,policy promotion for co construction of medical institutions,and threats such as constant pressure from new entrants and leading enterprises in the industry.Then conduct STP strategy analysis on the enterprise to determine the target market,with the core customer market being the community and hospital self funded mid to high end project customer group;The basic customer market refers to the customer group within the general medical insurance scope of the community and hospital markets,as well as the customer group for middle and low-end self funded projects in the community and hospital markets;The opportunity customer market is a complex sample,high-end sample,mid to high end self funded,and mid to high end medical insurance project customer group,and its market follower positioning has been determined.Exploring and implementing strategies to strengthen brand building,new product development,and product portfolio;Relationship pricing strategy and differentiated pricing pricing strategy;Increase the construction of online channels,actively promote cooperation and co construction,and reasonably layout the channel strategy of community hospitals;Strengthen advertising promotion efforts,new media marketing,and promotion strategies for old customers;Strategies for motivating and cultivating marketing service personnel,as well as internal marketing personnel;The tangible display strategy for corporate image design and physical environment transformation;A series of marketing mix strategies,such as optimizing the service process and establishing the service process strategy of medical examination housekeeper service,have been formulated to adjust the existing working system of the Marketing Department,establish a service supervision mechanism through multiple channels,and build a flat organizational structure;Flexible use of cultural construction carriers and methods,creating a good work and living environment for cultural management guarantee;Promote the transformation of financial management and explore reasonable payment collection models to ensure financial management;Improve the OA system,establish a customer management system,and provide information security for the development of health management applications on mobile devices.Through this study,suitable service marketing methods are provided for QM Medical Laboratory Co.,Ltd.to further gain competitive advantages,leverage strengths and avoid weaknesses,in order to help QM Medical Laboratory Co.,Ltd.promote business progress and enterprise development,and further expand the domestic market,providing reference significance.