The Study On The Service Marketing Strategy Of The Deyang Municipal Eyes Hospital

According to the enterprise marketing theories, the tangible value of products is decreasing in consumption value meeting people's satisfaction while the intangible value and products are becoming more and more important. Recently, due to the increasingly tense competition of medical markets, the quality of medical service has been of great importance in evaluating the hospital marketing and management. Therefore, it is worth reflecting on the issues in the hospital healthcare service such as management of service quality, designing of service processes and tangible display of service and so on.In the research, based on the setting characterized by healthcare service of hospitals and directed by the model of the service marketing strategies used in enterprises, in light of influence of basic characteristics on service marketing practice and the practice of Deyang Municipal Eyes Hospital, the author has established the marketing strategies of the hospital healthcare by using the methods of comprehensive analysis of literatures, project analysis, SWOT analysis and so on. The article includes four parts:In the first part, by analyzing the literatures, the service features, service qualities, the relation marketing theory and service combinatorial marketing theories and healthcare service theories and relevant definition are explored and discussed.In the second part, the hospital target marketing segment and orientation are analyzed thoroughly, including the analysis and researches of service marketing segments and orientation of Deyang Municipal Eyes Hospital.In the third part, the SWOT analysis and the questionnaire survey on service marketing of Deyang Municipal Eyes Hospital have been made. In light of the combinatorial marketing factors affected by the hospital service features, the healthcare service marketing combinatorial strategies are established on the basis of reality of Deyang Municipal Eyes Hospital, which will provide some valuable application suggestions for healthcare service strategies of Deyang Municipal Eyes Hospital.