Research On Marketing Strategy Of Private Stomatological Hospital

With the continuous growth and development of China’s economy,people’s requirements for the quality of life have also been improved,and more and more people begin to pay attention to the health and beauty of the oral cavity.The demand for dental services is growing,the market size is expanding,the number of dental hospitals and clinics is increasing,and the market competition is becoming more and more fierce.There is still a big gap between private stomatological hospitals and public hospitals in terms of their own brand expert strength and physician resources.If private stomatological hospitals want to survive and occupy a place in the fierce competition,they must find marketing strategies to adapt to the market environment,establish scientific marketing methods,and improve their core competitiveness for sustainable development.On the basis of the research on the status quo of the relevant literature at home and abroad,this case is studied by the method of literature research and case analysis.In this paper,BJ oral cavity as an example,first of all,the research background and significance,research methods and technical route;Then comb through the marketing theory.Through the analysis of BJ’s oral cavity,we have learned the marketing status of its product price channels,the process of sales personnel and the seven aspects of tangible display,and found that it has no prominent features in product marketing.Product pricing is inconsistent with its own market positioning;Low efficiency of channel publicity;E-commerce platform promotion is insufficient and the form of offline promotion is simple,the professional quality and skills of personnel are low,the process arrangement is not reasonable,the tangible display scene is simple and so on.According to the analysis results of its internal and external environment,SWOT matrix analysis is used to determine the marketing strategy direction;Then use STP theory to clarify the target market and market positioning;Finally,based on the marketing theory,combined with the marketing strategic direction and market positioning of BJ oral,a7 Ps marketing strategy optimization scheme was proposed:After the market positioning is clear,the characteristic products of the hospital are established.To implement the pricing consistent with the market positioning of the product;Increase multi-channel marketing and improve efficiency;Adopt a variety of promotion methods;Improve the professional quality of medical staff,promote two-way communication with customers,and improve customer satisfaction;Optimize medical procedures to improve service quality,establish a medical quality evaluation system to improve the medical treatment process,and bring quality service through the management of the service process;Improve the overall image of the hospital,optimize the overall diagnosis and treatment environment and improve the image of medical staff to improve the tangible display of the hospital.The research results of marketing strategy for BJ oral cavity are applicable to the marketing management of BJ oral cavity.It is beneficial for private stomatological hospitals to improve their marketing ability and business performance,and has certain practical value and maneuverability,which also has certain reference significance for other private hospitals’ marketing strategies.