Hospital Marketing Strategy Research Based On Customer Consumption Behavior

Along with economic globalization trend of development, WTO, new medical reform scheme of and implementation, our medical market gradually open, competitive landscape hospital dramatic changes, marketing has also been quietly walked into the hospital, the hospital management to posing new challenges and opportunities.The current situation, ZDEY hospital in after several years of rapid development, is now stalled state, although it took some marketing tools for marketing, but because of the lack of marketing organization of system management, the lack of clear marketing strategy guide, an urgent need to marketing as a theoretical basis, from the perspective of consumer behavior, of the new situation of marketing strategy, developing new target markets, solid original market. Because, science to develop marketing strategy is the key to successful marketing.Full-text on the hospital's marketing strategy for a more systematic studies. divided into seven parts. The first chapter is an introduction, describes the background and significance, methods, and content and innovation. Chapter 2 is a summary of the relevant theories, including marketing, service, marketing, hospital marketing, consumer behavior, hospital hospital marketing strategy. Chapterâ…¢as a marketing environment and situation analysis, use of PEST, SWOT tool, on the ZDEY hospital marketing environment characteristics, macroeconomic environment, competition and marketing analyses the current situation. Chapterâ…£of the hospital consumer behavior research, research on the hospital consumer behavior, consumer demand features, customer purchase process. Chapterâ…¤as hospital target marketing strategy, marketing strategy using STP model, according to market segment, select target market, the market position of order ZDEY hospital target market research. Chapterâ…¥as ZDEY hospital marketing strategy selection and formulation, using the SWOT, GE matrix, Porter's five forces model, competitive strategy, marketing strategy, selected hospitals and incorporated in ZDEY hospital in its resources, skills, expertise and market segmentation, identify marketing strategies, and finally, use of customer value chain comprehensive assessment of the marketing strategy plan, that at present the most desirable ZDEY hospital's marketing strategy is a marketing strategy. Chapterâ…¦as a conclusion, recommendations, research and further study.This innovation is:a study of customers is, consumer behavior, to customer demand, seeking customer needs analysis features, purchase process, psychological, in order to develop marketing strategies, the hospital has significance; second, applying the SWOT, GE matrix, Porter model, competitive strategy, select hospital marketing strategy plan, combined with ZDEY hospital's own resources, skills, expertise and market segmentation circumstances determine marketing strategy on marketing strategy, brand marketing strategy, marketing strategy, CS and customer value chains for comprehensive assessment, came to the ZDEY hospital at present the most desirable of the marketing strategy is a marketing strategy.