Research On Service Marketing Strategy Of Chengdu Shangjin Nanfu Hospital

With the continuous development of our country ’ s economy and society,the management of the medical system has changed accordingly,now it has changed from single public ownership management mode to multi-management mode with public ownership as the main,joint-venture hospital and private hospital as the subsidiary.The focus of the country’s medical reform lies in the reform of the health system,the improvement of the medical insurance system and the production and distribution of drugs,which not only meet the basic health needs of the general public,it also creates excellent conditions for the rapid development of local medical institutions,breaks down the limitations caused by the traditional monopoly development model,and promotes the healthy competition in the medical market,the improvement of internal management quality and medical service level in medical institutions will lay a solid foundation for the cultivation and improvement of market competitiveness.In China’s medical and health service system,private medical institutions are an important part,not only for the health needs of different groups of people,but also an important force in providing social health services.In recent years,governments at all levels have attached great importance to the development of private medical institutions and promulgated a series of targeted policies and measures.The hospital trusteeship refers to the owner of the property right of the hospital handing over the management and operation right to other natural persons or legal persons for a fee through the form of a contract.The manager has strong management and operation ability,and can bear and cope with the corresponding risks,so that the hospital to achieve good economic and social benefits.With the continuous deepening of China ’ s medical reform,the use of hospital trusteeship model has become more and more widespread.Against this background,in April2012,Chengdu Shangjin Nanfu Hospital,a private hospital established with the full investment of social capital,opened for business,the hospital is operated by a national well-known large-scale Public Hospital under the “Overall trusteeship”.The trustee is fully responsible for the internal management and overall operation of Chengdu Shangjin Nanfu Hospital,with separate operation and investment,the vast majority of the hospital’s full-time management staff and clinical medical personnel are stationed by the trustee,and the medical management and service level are unified with the trustee,with the aim of promoting the healthy development of the private hospitals under the trusteeship through the “Full trusteeship”operation mode,continuously improve the social and economic benefits of the hospital,to achieve the preservation and appreciation of the value of hospital assets.This article takes Chengdu Shangjin Nanfu Hospital as the research object,takes the service marketing as the research content,takes the marketing,the service marketing and so on theory as the instruction,discusses the Hospital Service Marketing Strategy fully.This article comprehensively diagnoses the present marketing strategy situation of Chengdu Shangjin Nanfu Hospital,in-depth analysis of its problems: The hospital service marketing products are not perfect,the hospital does not attach importance to the service marketing,the hospital service marketing strategy is not perfect,in view of the existing problems,this paper conducted in-depth analysis of the causes.At the same time,from the macro-environment,internal environment,competitive environment,situation analysis,comprehensive assessment of the Hospital Service Marketing Environment,and combined with the hospital’s specific reality,using the theory of service marketing mix,this paper puts forward the 7P service marketing strategy and safeguard measures of Chengdu Shangjin Nanfu Hospital,which is a “Fully-managed”private hospital,in order to enhance the hospital’s popularity and business volume,and promote the hospital’s healthy development,to better serve the People’s health.