Research On Service Marketing Strategy Of JX Company Patients Recruitment Service

In the past 10 years,with the continuous development of the pharmaceutical market,more and more new drugs have been launched,giving people and doctors more choices when facing the pain of disease.The process of launching new drugs has strict requirements and requires four phases of clinical research.According to the latest research,subject recruitment is the most difficult part of the new drug launching.Based on this,more and more pharmaceutical enterprise customers have an urgent need for the service of subject recruitment.Who can recruit patients suitable for new drugs in the shortest time means that they can launch earlier,occupy the market earlier,and have more initiative right.In this paper,with the subject recruitment service of Shanghai JX company as the research object,the service marketing theory,customer value theory and Servqual csale are taken as the theoretical basis.First,it adopts the PEST model to analyze the external environment of the subject recruitment service,expounds the current main competitors,and discusses the influence of the external environment on the subject recruitment service of JX Company(external cause);secondly,the Marketing Theory of 7Ps is used as the theoretical basis to identify the four element problems in the service marketing of JX company,and the questionnaire is designed through the Servqual scale to recognize the service gap(internal cause)perceived by external customers.By means of the deep analysis of internal and external causes,this paper defines the subject service marketing problems of Shanghai JX company as follows: the simplification of service product;lack of differentiation and combination pricing in quotation;lack of systematic and professional internal training and assessment;insufficient display of service process and lack of supervision;lack of cognition and analysis of customer expectations.Then,through theoretical foundation and analysis tools,marketing strategies for five major issues are proposed: the strategy to increase product added value;the strategy for flexible quotation;the strategy for improving service team capabilities;the strategy for designing standardized service processes;the strategy for optimizing and improving quality to meet customer expectations.Finally,the plan and schedule of the whole marketing strategy are arranged,and the key points and difficulties of the implementation are analyzed.In order to ensure the effective implementation of the marketing strategy,four aspects of human resources,finance,materials,and system are guaranteed.