The Services Marketing Strategy Research Of Huainan Chaoyang Hospital

Along with the reform of the medical treatment insurance system and to open the medicine market toward the WTO, numerous hospitals face new huge challenge---service competition is vehemence.The hospitals are becoming buyer market from the pure selling party market, and started getting into a new competition realm of "taking patient as center" and offering high quality service as the coursing topic. To a hospital, how to face the market challenge? In addition to paying attention to the exaltation of medical treatment quality, the service marketing consciousness have to be strengthened as soon as possible, and have to manage hospital with the service marketing.How to make the sufferer satisfied have become the main target of the medical treatment and medical treatment marketing in the future.Aiming at the concept of marketing being cool and lacking scientific strategy to direct, the traditional marketing has existed limitation, based on investigation and research and reading literature and data, by applying service marketing theory, taking qualitative and quantitative analysis as the method, the paper designed the service marketing strategies of Huainan Chaoyang Hospital.The hospital macroscopic environment, medical treatment industry,the main competitors and internal is analyzed firstly.Then the main problems of the Chaoyang Hospital in the marketing is pointed out.In order to resolve these problems,taking the marketing planning model as basic, the 7Ps services marketing strategy as frame work and by the use of Segmenting Targeting and Positioning theory (STP), then the main market and 7Ps services marketing mix is designed, especially the strategy of service product, price, promotion, people, process and physical evidence is stressed. Finally, the tactic implementation is put forward.