Research On Marketing Strategy Of Hangzhou XY Private Hospital

With the development of economic globalization, China has entered into WTO. With formulation and execution of new healthcare reform package, China’s medical market is opening up towards the world, competition pattern of private hospital has changed greatly and marketing has permeated through hospitals quietly. After formulation of new healthcare reform packing, private hospitals enjoy the same privilege like public hospitals in contract hospitals in health insurance according to related national provisions, and they are treated equally in service admittance, supervision and management, etc. which put forth new opportunity and challenge for manager of private hospitals undoubtedly.In the current situation, for private hospitals, the form of ownership decides that they are self-sustaining medical institutions operating autonomously and it is hard for them to enjoy government subsidies. Affected by welfare such as staff’s pension insurance and housing pubic accumulation fund, private hospitals are always in a weak position in talent introduction, training, reserve, etc. by comparison to pubic hospitals.After several years’basic development and stability, XY private hospital in Hangzhou is in a state of slow development forward. Though the hospital has adopted some marketing methods for marketing, a lot of predicament and confusion owing to lack of systematic management of marketing organization and guidance of definite and scientific professional marketing strategy when the hospital was built initially. Under new opportunity and challenge, it is urgent to study new marketing strategies for private hospitals, stabilize the original medical market and open up new target market extensively based on marketing theory. So the key for success of present private hospitals is to formulate marketing strategies.The thesis conducts a systematic study of marketing strategies for private hospitals and is divided into seven parts. Chapter I is an introduction, It introduces the research background, significance, methods, contents and innovation points; Chapter II is a review of related theories of marketing strategies for private hospitals, including marketing, service marketing, marketing for private hospitals, consuming behaviors of private hospitals’patients, marketing strategies for private hospitals; Chapter III is an analysis of marketing environment and current situation of private hospitals, and analyzes marketing environment characteristics, macro-environment, competition environment and marketing status of XY private hospital in Hangzhou by Five Force Model, SWOT tool; Chapter IVgives an overview of research on target market of private hospitals, and studies target market of XY private hospital in Hangzhou by STP marketing strategy model and through the sequence of market segmentation, choice of target market and market positioning; Chapter Vis the choice and formulation of marketing strategies for XY private hospital in Hangzhou, and chooses marketing strategies for private hospitals by SWOT model, Four Corners Analysis by Boter and competition strategy and determines marketing strategies combining its own resource, ability, advantage and market segmentation. At last, it turns out that the optimum marketing strategy for current XY private hospital in Hangzhou is differentiated marketing strategy through marketing scheme of strategy of patients’ value chain comprehensive assessment; Chapter VI is the conclusion, suggestion, shortcomings of the research and further research direction.The innovation points of the thesis are:firstly, studying customer behavior of the patients, and oriented by demands of the patients, studying features of patients’ demand, purchasing process, psychology to formulate marketing strategies for private hospitals which gives a certain reference; Secondly, use SWOT model, porter model and competitive strategy, choosing private hospital marketing strategy, combining with Hangzhou XY Private Hospital’s own resources, ability, specialty and market segmentation to determine marketing strategy--differentiation marketing strategy, brand marketing strategy and CS marketing strategy, and with the use of patients’ value chain to conduct comprehensive evaluation, the conclusion is that the most appropriate marketing strategy for Hangzhou XY Private Hospital is the differentiation marketing strategy.