Study On The Strategy Of The Service Marketing Of Large Public Hospital

This research pass a rightness actual in operation of concrete analysis, combine together service marketing and 7 P ories, with strategy combination of the form induce various problem summary. Take actual product as a tradition the marketing activity of corpus to take in to refine, and put forward the principle of "service product" on this foundation. Theories contact actual, service marketing and hospital of management the activity combine and overcome day by day vehemence of the key in the market competition, and to take strategy as tool of concrete measure and path carried on studyCure to change at thorough, original of market quota at gradual is reallocate. In the current market mechanism, the competition is already an undisputable fact. Various medical treatment organization apply"Red Sea strategy" already arrive extreme achievement, Be consume corpus of sufferer but to these competition way creation appreciate beauty tired, consume also immediately more reasonableness, tradition the function of the marketing means be die down. The choice taken the foreign capital and the run by private capital hospital as the representative' s other composition without previous arrangement"blue naval battle slightly" is a means, will it application in the marketing strategy, obtained good effect. The public and large hospital is a mechanism corpus, there is the advantage of own with abundant resources and have already allowed of no a denial as well of bad situation. In regard to product characteristics, the service should be a market the main contents of the behavior.Research background: China economy system of reform, competition mechanism of establishment, gradually push forward of cure to change certanly will make original of the structure and form occurrence of the medical treatment market variety, 20 century 90's, the health exterior environment of business reform and development, condition occurrence quality of variety. But the variety be not big of resources because of the join of international capital and run by private capital hospital reallocate. Particularly after joining WTO public hospital Be an our country health business main force 1 only show of situation gradual is break, original of business model and market competition certanly will be subjected to huge pound at, public hospital tradition under the system frame of the advantage be die down. Oneself for continue management advantage, have to conversion management the way of thinking beg by change existence. Because people life quality of exaltation, law consciousness and Wei power consciousness gradual strengthen, for service of request also immediately exaltation. Win a market for the demand marketing, take providing a medical treatment service as lord of hospital' s adopt can strengthen the competition ability of oneself by the way of service marketing.The marketing is the outcome of market competition, it pass customer the characteristics of need according to oneself and target market and adopt appropriate of counterplan to fight for possibly big of buyer market, thus exaltation income, extension market share. Under the market economy environment, the marketing be an importance working talent of hospital, marketing the management be a hospital management of an importance contents. Be a tradition the service profession of the type, hospital ability provide of the main product be a medical treatment service. The usage correspond in insuring service quality and level of foundation strategy carry on appropriate of marketing activity, rightness further exaltation medical technology level kimono duty the quality provided precondition.The principle of service marketing appear outside the country and the research of theories and application obtained a plenteous result. Lead in recent years into domestic, be limited by our country medical treatment system reform the start compare night, application's being more narrow etc. reason be current of research result not just a lot of, particularly in the medical treatment profession for service of standard, medical treatment organization according to respectively concrete circumstance of dissimilarity have dissimilarity of define.The purpose and meaning of research:The hospital is a special service organization, the ability provide of the product be a medical treatment service. According to in the other profession already verification of the service marketing have cost low, open an exhibition easy, take effect quick of characteristics, lead it in to arrive currently day by day thorough of in the medical treatment system reform, the market behavior of the public and large hospital in.Under the market economy condition, abroad capital and run by private capital hospital of rising rightness public hospital of existence put forward rigorous test, face to turn worse day by day of medical treatment market competition and sufferer diversification of need. The existence that is public hospital is subjected to a challenge, for winning a market, firmness competitive advantage, can make use of service marketing of the characteristics.Solve a service marketing at concrete various special hard nut to crack within implement's being also numerous governor be common investigate currently of a problem.Research contents:The last few years medical treatment service of the development be quick and obtained certain result, but basis market feedback, service satisfaction still away below sufferer of request. Be a medical treatment service, concern medical treatment quality, humanities environment, humanization of degree, service process of design etc. various of factor. In addition to these having material form products, return to have more of invisible the product have importance of influence function. This text take hospital servicing business as a research object, at service marketing theories of under the instruction, combine the marketing of local big hospital solid example to hospital marketing service of the method possibility carry on research.Pass to the not-for-profit marketing environment of the hospital market analysis and to not-for-profit hospital market fixed position of research, combine the theories of service marketing, we know, hospital product and brand (product) :what it is hospital is satisfy the market need of the target medical treatment but provide of medical treatment technique and service combination. The hospital service facilities is a patient evaluation medical treatment service good and bad of importance standard, the hospital have to be full consideration service facilities in the service marketing the activity of importance, carry on design according to the patient's need.Find out advantage and bad situation place of oneself, the Yang be long to avoid short, tend benefit to avoid to harm.Research method:This text is a review research, main with service marketing experience and theories obtain by realm reference the related expert' s opinion, usage questionnaire survey, cultural heritage analysis method and case analysis method, and the whole distance participate in the south the hospital the implement of the process, with a the spot collections of data to certificate conclusion. Adoption macro view combine together with tiny view gradually thorough of analysis method, pay attention to theories system application of integrity, also consideration practice application of vivid. To the marketing strategy carry on a research systematically, find out hospital servicing business of shortage of place combine study aftertime of development direction.Research result:China after joining WTO, along with nation hygiene reform policy of continuously push forward, China of hospital inevitable want to face vehemence of market competition. The executives obtained the result of a series, but can't therefore blindness arrogance. Each hospital only have according to oneself of concrete the market environment of circumstance and place, under the marketing idea instruction that exactitude establishment practical viable marketing strategy, want usage the best marketing combination in the meantime, just probably win profits on the market in the medical treatment. Large public hospital of service marketing of application the strategy is a textual main research result. To characteristics and principle of service marketing, reasonable fittingly usage in the century of management activity in, can obtain of effect and problem carry on study.This text innovation of be placed in in domestic for don't win a benefit hospital of management the characteristics carry on analysis and combine domestic and international forerunner theories, from strategy of the angle put forward new of research, and end get a 7 P of application strategy is conclusion. The domestic is similar currently of research still not much have certain of investigate meaning.