Research On Service Marketing Strategy Of HM Dental Hospital

In recent years,with the rapid development of my country’s economy,people have paid more and more attention to oral health issues.Private dental hospitals have sprung up like mushrooms after a rain.However,due to the lack of professional marketing concepts,the medical services provided by hospitals have gradually become homogeneous.A variety of price wars and vicious competition frequently occur,so in such a fierce and complex environment,how to grasp the opportunities and meet the challenges to survive is a very important topic for private dental hospitals.HM Dental Hospital,the research object of this article,is a recently established private dental specialist hospital and the only local dental specialist hospital.Its main business is to provide patients with four major dental medical services including oral health,oral aesthetics,oral treatment and oral function.As the first local dental specialist hospital,HM Dental Hospital conducts in-depth market research and analysis as the research object.Through the analysis of its development and marketing status,it finds out the current marketing problems and analyzes the reasons.According to the service marketing The theoretical formulation of a combined marketing strategy helps it quickly gain a foothold in the market.This article mainly conducts research from the following aspects: First,it describes the development status of private dental hospitals in the context of macroeconomics,and expounds that its research significance is to help HM Dental Hospital to better develop and provide reference for service marketing of enterprises in the same industry.At the same time,through the analysis of the current situation of domestic and foreign service marketing,as well as the learning of relevant knowledge of marketing theory,provide direction and theoretical basis for the subject research.Secondly,it analyzes the market environment of HM Dental Hospital through macro environment analysis(PEST),and analyzes the advantages,disadvantages,opportunities and threats faced by HM Dental Hospital through SWOT model.At the same time,3C analysis and STP theory are used to renew HM Dental Hospital.The market segmentation determines the target market of HM Dental Hospital.Then,by issuing questionnaires to customers,analyze the marketing status of HM Dental Hospital from products,prices,channels,promotions,processes,physical environment,and personnel,find out the problems in service marketing and analyze their causes.Based on the 7P service marketing strategy once again,find the right entry point for analysis and formulate a combined marketing strategy in line with the development of HM Dental Hospital.Finally,according to the service marketing mix strategy,safeguard measures such as establishing a patientcentered service concept,creating a good corporate culture,establishing a professional marketing team,and building a customer relationship system are proposed.This article analyzes and studies the status quo of service marketing of HM Dental Hospital,which can help it solve the current problems in production and operation,improve service quality and efficiency,enhance brand influence,promote enterprise development,and be able to stabilize the market faster,and at the same time Through this research,it also provides reference for future service marketing research in the medical industry.