| The marketing theory was born in the early of this century, grew up in the middle of this century, and matured in 1980's. It has been developing for 100 years. However, the hospital marketing just began recently. It was the product of the high development of our market economy. The much deeper the competition of the medical treatment develops, the more complicated environments the hospitals have to face and the more important the hospital marketing that was called "the soul of the hospital" will get. Therefore, to a great extent, the marketing management decides the survival and the development of a hospital. No other than would be taken the effective marketing activities, a hospital is able to succeed in the medical treatment market.It took a very long time for the hospital marketing theory to come into being. The sales promotion methods that we used to play are trying our best to sell the products and medicines. We did not think about the problems of the patients. So we have some thoughts like "the daughter of an emperor does not worry about finding a husband; the good wine needs no bush; the marketing is the sale promotion." We still have some traditional ideas such as sitting, waiting, and depending. Now, the outer environment is impacting and affecting the state-owned hospitals. Under this situation, the state-run hospitals have to face the medical treatment market, try to survive and develop in the violent competition and challenges. So the hospital marketing theory needs to be consummated.for the moment, the hospital marketing has some problems as follows:1.The modern hospital marketing ideas have not been realized. The operators of the hospitals thought about the questions in the old way. Their management is inefficient and serving consciousness is weak. They pay too much attention to how much money they could make today while they seldom concern how to develop and fix a position for the hospital. What they have done made the hospitals stopped developing at all.2.The improper market segment makes the target market inexact. Some operators thought their hospital could fulfill the requirements of all the patients. Some hospitals cannot make best use of the advantages and bypass the disadvantages. Some segment markets of the hospitals are unsteady.3.Some hospitals do not fix their position accurately. The operators of the hospital do not know that different hospitals, which belong to the different levels, different specials directions and different economy compositions, should be fixed different positions. The neglection of those blocks the hospitals develop faster.4.In addition, the methods of the hospital marketing are single. This cannot achieve perfect effect.5.Lastly, the outer marketing environment restricts the hospital marketing activities.Aiming at the problems the hospital marketing exists, the elementary thinking of the hospital marketing should be set up as: first, the charge of the hospitals should change their concept, build up the modern hospital marketing consciousness, and manage the marketing activities with the stratagem management ideas, provide all the participants including the patients the biggest benefit; second, segment the hospital markets accurately and confirm the target market. Only when the target market has been confirmed, the charge of the hospitals could draw up the management strategy and bring it into effect. Thirdly, the position of the hospital should be fixed accurately, or any splendid marketing will be of no avail. Fourthly, the effective hospital marketing methods should be drawn up .We could brandlize the service, build the databank, through the Internet marketing and setting up the special case treatment center to satisfy the demand of the market. The effective marketing methods could double the work with half effort. Fifthly, the managers of the hospital marketing should adapt their thinking to the outer marketing environments and the innovation of the medical system. Sixthly, the medical service is valuable. The managers of the ho...
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