A Study On The Marketing Optimization Strategy Of Optometry Project Of HK Ophthalmology Hospital

Since the standardization of China’s optometry industry,the number and scale of optometry service agencies have been developing rapidly.Due to the late start,there is a serious shortage of talents in China’s optometry industry,and the development of the whole industry is still in the primary stage.As a chain organization of AR eye hospital group,the optometry center of HK Eye Hospital has certain advantages in optometry professional technology,but if it can not find a marketing strategy suitable for its own characteristics,the operating income will be difficult to continue to grow in the severe competitive environment.Therefore,besides improving the professional technology and service quality,it should optimize the existing marketing strategy,improve the visibility of the brand,reflect the differences of the products and services of optometry,in order to become a market leader in the fierce competition environment.This paper mainly uses the single case analysis method.First of all,it defines two basic concepts of hospital marketing and medical service marketing,and explains the target market theory and service marketing 7PS theory used in this paper.Secondly,according to the background of the optometry industry and the current situation of the optometry center of HK Eye Hospital,It includes the political,economic,social and technological environment at the macro level,as well as the industry environment analyzed by Porter’s five forces model at the meso level.Furthermore,the SWOT matrix is used to analyze the marketing status of the optometry project in HK Eye Hospital,the problems of fuzzy target market,serious product homogeneity,insufficient price elasticity,single channel structure,scattered promotion forms and lagging service marketing..Finally,based on the theory of target market,the paper makes clear the market segmentation,target market selection and market positioning;Based on the 7PS theory of service marketing,puts forward specific optimization strategies and implementation guarantee for the product,price,channel,promotion,personnel,process and tangible display of the optometry project of HK eye hospital.It is found that the marketing strategy of optometry products should not only take medical service into account but also conform to the law of commodities;the marketing strategy of the optometry project should be formulated based on the actual marketing environment;optometry projects should be segmented by the age corresponding to the disease,and the main target market is the juvenile myopia group,whose market positioning is to eventually become the "provider of eye care solutions".The innovation points are as follows: In the product strategy,it creates a new optometry service project of myopia prevention and control clinic,which not only enriches the connotation of the product,but also embodies the characteristics of differentiation;in the aspect of channel strategy,the concept of "scientific research marketing" is put forward,and the implementation of scientific research projects is used to expand marketing channels within enterprises.