Investigation On The Service Marketing Strategy Of Privately Operated Hospital

Although China has been the member of WTO,the preparations of present Chinese medical institutions are inadequate either in conception or in organization. Viewing from the reality and prospect,the following points are essential to the survival and development of a medical institution:investigating the requirments of medical market;promoting competitive advantages;cultivating and developing competing consciousness and so on.With rapid development of service industry,the theory of service marketing has become an independent subject.However,the private hospitals are poor of strategy directions in service marketing,unadaptable to cater for the rapid market changes and its unique problems in service marketing.Under this background,the strategy establishment in service marketing of private hospitals is investigated in this paper by gradual combination analysis of microscopic and qualitative/quantitative,which is basised on the consulting and researching theory datas of service marketing.Firstly,the basic concepts and features along with relevant theories and combinations of srevice marketing are illustrated in the paper.The relevant theories contain consumer action service theories,service quality theories,relationship service theories and internal service theories.Secondly,the main problems on the service marketing of private hostipal are pointed out through the combinational analysis of market atmosphere,primary rivals and internal marketing atmosphere. The effects of global and critical atmosphere on the development of private hospital are emphasized on the basis of global analysis internal and external market atmospheres.Thirdly,the strategy of marketing orientation on private hospital is illustrated.The meticulous classification of hospital market is aimed on the confirmation of the own resources and advantages,and the actions of medical products' delivery to the market.Once the objective market is confirmed,further analysis on the requirment condition,features,competit of the market and the own features of the hospital will be required for the hospital managers to join in this market.Orientation on the whole hospital and its medical products,sufficient reflection of differentiated service,providing significant extra service,satifying and exceeding the patients' remands are also essential for a hospital to obtain the long term advantages.Market orientation is an important part of medical service marketing,which is the basis of integrated strategy of marketing.Finally,to point out its main problems existed in present private hospitals,the establishment of service marketing strategy is investigated,which is based on the direction of service marketing strategy models and taking the 7Ps services marketing strategy as framework and the STP theory as research technique.This research paper is expected to be helpful for the improvement of service marketing practice in private hospitals and be illuminating to broadening the application of service marketing theories in the future.