Research On Service Marketing Strategy Of XC Private Hospital

With the consistent deepening of the reform of the healthcare industry and the proposal of the “ Implementation of Development Strategy of Healthy China " by General Secretary Xi Jinping in the report of the 19 th National Congress of the Communist Party of China,a great opportunity has been created for the community to participate in the establishment of medical institutions.Huge changes are currently taking place in the field of healthcare services.There is a trend that more and more private capital is getting involved in the healthcare service market,which has played a positive role in the reform of our country’s healthcare services industry.Unlike the public hospitals,the reputation of private hospitals is not as good as that of the public hospitals and they have relatively outdated basic medical facilities.However,in the operation and management process,the private hospitals often show higher desire for expression and service awareness than those public hospitals,and pay more attention to establishing a good doctor-patient relationship and a good hospital environment.At present,the total number of private hospitals in Chongqing has exceeded that of public hospitals.However,in terms of the number of beds available and the number of patients served,most of the private hospitals have the characteristics of "small scale,poor grade,and low level" in their operations,and have less impact on public hospitals.A system of mutual complementation of private and public hospitals has yet formed.Based on this,the starting point of the research of this paper is how to solve the lack of consistency in the domestic private hospitals at the service marketing level,promote more effective marketing of healthcare services and much larger space for operation,solve the problems encountered by the hospital managers in terms of service marketing,and achieve the goal of enabling private hospitals and public hospitals to compete and supplement each other.This paper will also discuss the theoretical and practical significance of such a goal.Starting from the relevant theoretical knowledge of service marketing strategy and marketing strategy,this paper will comprehensively use literature review,internal research,questionnaire survey and other methods to conduct research on XC private hospital.Based on the original data collected,this paper will then identify the problems and deficiencies in the operation and service marketing of XC hospital.It will also analyze the advantages,disadvantages,opportunities,and challenges of the hospital through SWOT analysis,and clarify the internal and external conditions faced by the hospital.It will then use STP analysis to carry out market segmentation of the hospital based on factors such as geography,customer,psychological factors,market and others,in order to clarify the hospital’s market selection and market positioning.Through the analysis of survey data and the status quo of the hospital’s marketing,combined with relevant theories,the paper will then provide suggestions on the adjustment and optimization of hospital service marketing strategies.At the same time,it will propose safeguard measures for the implementation of service marketing strategies to ensure the effective implementation of the optimization and improvement of such strategies.It is hoped that through the analysis of the cases regarding XC Hospital’s service marketing strategy,scientific and reasonable service marketing plans will be proposed to enhance XC Hospital’s service marketing capabilities,help XC Hospital occupy an advantageous position in the competition,and build its own good reputation in the healthcare system and create greater profits and social benefits for the hospital.At the same time,it will provide certain reference value for the optimization of service marketing strategies for private hospitals of the same type.