A Study On Marketing Strategies Of Dental Hospital B

In China,with the continuous increase of disposable income,the national awareness of oral health care is also increasing,and the oral health care industry is developing rapidly.The degree of marketization is getting higher and higher.A large number of private oral health care chain institutions have emerged,including some institutions with high brand awareness.However,the problems of obvious service and brand homogeneity among institutions and low customer loyalty are common.It is an urgent problem for many private dental medical institutions to solve.In order to improve brand loyalty,many institutions have begun to focus on differentiated marketing strategies to attract and retain high-quality customers and obtain valuable customer resources in the market environment with increasing industry competition.Founded in 2013,Dental Group B is a private dental chain organization that fully practices the German diagnostic and therapeutic standards.At present,it has opened 9branches in Guangzhou,Kunming,Guiyang,Quanzhou and other places,and has a preliminary brand awareness and a certain market share in the South China market region.The organization pays more attention to the cultivation of customer loyalty,and has also implemented some service marketing and experience marketing strategies.It hopes to win a good brand reputation by providing family-like oral diagnosis and health care services.However,in the increasingly fierce market competition environment,Dental Hospital B is also facing the problems of insufficient customer stickiness and lack of customer resources.The main reason is that the existing marketing strategy still needs to be improved and perfected by establishing a differentiated brand image.Taking Dental Hospital B as the research object,using the theories of service marketing,experience marketing and integrated brand communication,this paper analyzes the important influencing factors in its marketing environment,as well as the advantages and disadvantages of the target market demand and competitive brands,and focuses on the shortcomings of the existing marketing strategy of the institution.On these basis,through the investigation of some customers,suggestions on marketing strategies that should be improved and perfected to improve customer loyalty are concluded.The study found that the market positioning of the agency is clear and reasonable,but it needs to improve and innovate its service marketing strategy,experience marketing strategy,company branding,and brand integrated marketing communication strategy.The paper also discusses the future research direction and the shortcomings of the paper.