Study On Yaning Dental's Marketing Tactics

Under the condition of market economy, the competition among the medical organizations appears gradually, especially among the dental sector. Yaning Dental 　Clinic , as a new comer of the market , how to get the competitive edge and maintain the competitive edge ?　This research is based on the result of the marketing research and relevant knowledge in Marketing Management,Service Marketing,Hospital Management , Marketing Research and Micro-Economy, the result of this research is to get the differentiation marketing tactics with competition strength. First, according to the data of the marketing research, conclude and analyze the situation and prospect of the dental market in order to find the gap between the supply and demand. The analysis result goes that: 1, Dental organizations grow rapidly in these five years.2, Those new established dental clinics are in small scales.3, Dental problems are much more than before because of the change of food and drink habits. 4, Customers have different kinds of unsatisfaction to hospitals and clinics. 5, Customers have great demand to dental service product, which offers good service as well as high technology. Second step is competitor analysis. The main competitors are Stomatological School of Jilin University, Changchun Stomatological Hospital, Jilin Province Hospital Stomatological Department, 461 Hospital Stomatological Department and Jilin Baihe Stomatological Hospital. The market leader is Stomatological School of Jilin University, which unique advantage is the integrating of the teach, scientific research and medical. Jilin Baihe Stomatological Hospital has the fastest speed of development. Changchun Stomatological Hospital has begun to pay more attention to the combination of the technology and service, but not well enough. Positioning sketch map shows that there are no obvious positioning differences among the main competitors, and their service products are similar, and the competition is usually in terms of technology and price.The next step is target marketing, which includes segmentation, selecting target market, making positioning. Under the condition of segmentation based on age and income, after comparing the important elements of each segment, it is found that children, college students and high –income people are easy to get and easy to make profit from them. So, regard them as the target customers. And then, according to the factors of the target market and the positioning of the competitors, make decision of market positioning, which is different from others', as follows: leader of human resource, leader of technology and service, premium combination of quality and price. Finally , work out the diversity marketing tactics of Yaning Dental 　Clinic.Place tactics: Do not select the busy area with high floating population, because the basis of selecting place is easy to lock in the target customer. Yaning Dental is near to Sun City and Jilin University, and next to WAL*MART and KFC. This tactics will ensure not only the floating customer but also the regular customer. At the same time, customer will easy to think of Yaning Dental together with these four brands, this is good for Yaning's brand communication. Product and brand tactics: Pay more attention to edge product including expected product, augmented product and potential product as well as basic product. By setting up the buying process diagram, to find the contact points of the customer and staff, and at every point use different method to strengthen the diversity of the product. The brand and the trademark has been register...