Xx University Hospital Services Marketing Research

With the development of the social economy, nonprofit organizations as well as for-profit organizations will also be faced with heavy competitive pressures.How to change in the external environment for their own development,is a challenge to many nonprofit organizations.The reform of the medical system and marketization of the subsidiary of public institution in China, is faced with heavy competitive pressures from the market. The competitive position of hospitals has changed greatly from the one-way seller's market under the protection of national policies into a buyer's market, leading the sector competition to become the part of the "customer-centric" competition that provides high-quality care and public health service for the target populations.The University Hospital in China is medical model with the Chinese characteristics,whose formation and development is under a planned economic system. With the development of healthcare market and reform of higher education and the system of medicine and public health, University Hospital will faced with be greater challenges and reformatory pressure.How will university the hospital deal with the challenges from the market? In addition to meeting healthcare needs of the students and community and guide the management and administration of school hospital, university hospital should focus on the improvement of the quality of professional services,change service concept promptly, and enhance awareness of marketing services,.The paper is based on the classic 7Ps service marketing mix, and researches in environmental analysis and analysis of the ability of the school hospital management, with emphasis being placed on the market and competitive research; on this basis, studies the University Hospital of the medical services, services,processes,medical facilities and the environment, health care professionals, services,pricing, service delivery channels and marketing strategies.The papers include:ChapterⅠ, introduction, mainly introduces the thesis research background and value, explores the background of services marketing of University Hospital,and major researches issues and value.ChapterⅡis about summary of the theory, and review of service marketing 7Ps theory model.ChapterⅢraises the problem of hospital in XX University, and to introduce history of development, the present situation, the major issue, the advantages and disadvantages of this school hospital.ChapterⅣ,marketing environment study of XX University Hospital, to analyse the main challenges and opportunities through study of macroeconomic environment, industry environment, market environment, and a major competitor analysis.Chapter 5 is focuses on the major problems of school hospital.And this chapter explores marketing policy and organization based on market positioning theory and technique (STP),and in full consideration of effect of medical services on the services of marketing practice.ChapterⅥis the suggestion for the concrete implementation of 7Ps services marketing strategy of xx university hospital based on service marketing 7Ps combination, and explore the system of products,prices, promotions,services, personnel, services,processes,and physical evidence, such as the marketing mix elements of the specific application.