Shandong The Ze Hospital Services Marketing Strategy Research

Service industry is the most rapidly-growing and vigorous trade in the new economic times. As a typical representative of service industry, medical treatment is growing rapidly in recent years. With great changes of its circumstances and system, it is necessary to introduce service marketing in medical treatment. In the throes after reforming, Shandong ZE Hospital urgently needs strong service marketing measures to enlarge living and developing spaces.Hospital service marketing is a new field in China. Through using domestic and abroad researching achievements as references, taking Shandong ZE Hospital for an instance, this article is trying to deepen the discussion of the special service marketing problem in medical field, and help ZE Hospital to establish a systematic and scientific service marketing system which acquires the possibility of continuous development.The article firstly introduces the study's background, significance, method and content. Secondly summarizes the domestic and abroad documentary theories about service marketing, medical service marketing and medical customers. Thirdly the article comprehensively analyzes the marketing environment of ZE Hospital and the whole medical field from macro-aspect and micro-aspect. Fourthly basing on the target market strategy and market competition strategy aiming to construct core competency of ZE Hospital is proposed. Fifthly, using 7Ps as its frame, the article systematically and emphatically analysis and make ZE Hospital's specific applying strategies including marketing organization, service product, service price, service place, service promotion, service people, service process, physical evidence and performance appraisal, which contains lots of valuable suggestions, such as brand marketing, drugstore trusteeship, network medical treatment, hospital customer relationship management, 'one - stop' style service, etc., also it discusses the feasibility of these strategies. Finally is the conclusion which points out that during carrying out all these projects the core point of ZE Hospital's service marketing strategy should be pay more attention to. To establish self-govemed marketing department, relationship marketing, and accurate market segmentation, market targeting and market positioning are the key points.