Research On Liaoning Province Hospital's Marketing Strategy

Nowadays most of the hospitals in China are subjected to government. Under the affection of traditional concept, hospitals are always service offering oriented, lacking marketing concept. With the establishment of Chinese socialist market economy, with the impact of medical reform policy on medical institutes, hospitals will encounter fierce market competition under the protection from government. Therefore, hospitals should develop marketing concept and using marketing strategy to get progressed. The academic meaning of his paper is exploring the development of the hospital by investigating its marketing strategy. The paper tries to analyze the fact complexion of a representative hospital with theory and method of modern marketing management. In marketing view, it explores customers' needs further by doing market research and specialized market subsection, and gains its core competence over again.The paper includes five chapters. In the first part, the author introduced the Liaoning Province thrombus hospital survey, and elaborates the medical characteristic of the Thrombus sickness, then the paper makes it clear about the research frame. The second part mainly carries on the analysis to the hospital's marketing environment, elaborates the outside and inside environmental of the hospital, and develops the opportunity and challenge which the marketing activity brings. By using the SWOT analysis, it points out the problems which exist in the marketing activities. In the third part, the author develops the market segmentation for the hospital, and chooses the target market. According to the fourth part, by analysizing the problems of the hospital, the product strategy, pricing strategy, place strategy and personnel strategy have been made. The fifth part is conclusion. There are three steps in his paper, including raising problems, analyzing problems and solving problems, in the end, it gives out the marketing strategy which is more practical.This paper unions the theory and the practice, the marketing strategy which gives in the paper has a certain instruction and model function to the other hospitals.