On The Research Of Service-marketing Strategy Of Shaoyang ZX Hospital

With the reforms of our health care system and medical insurance system, thephenomenon which health care market is monopolized by the government medicalinstitutions has been gradually disintegrated, and the situation of the medical servicesmarket is also gradually shift from over-demand to over-supply. At the same time, interms of the external environment of health industry changes, for the past two decades,China’s economic level is in sustained and rapid growth, the disposable income ofcommunity residents has been increased, and people’s quality of life has beensignificantly improved. Under those environment, the social health needs changedsignificant compared with the past, which gradually shows diversify needs of medicalhierarchy, the emphasis of both medical needs and health needs and othercharacteristics.As to above market situation changes, China’s concept of the operation inmedical and health industry also start to change, we try to carry out a variety of newoperating models and marketing ideas to respond the market challenges. As forspecific institutions, the most important reform content is how to improve the qualityof their own service, to meet consumer demand and to increase consumer satisfactionin the face of changing demands, tastes and positioning. Thus, aim at thecharacteristics of hospital management and service, combine with advancedtheoretical guidance to carry out the service-marketing strategy, and manage thehospital with the service concept, has become an important topic in theoreticalresearch.Under the above background, this paper choose the services marketing strategy ofshaoyang ZX hospital as an research object, under the guidance of some relatedtheories of service marketing, combining with the feature of medical products,consumer features and hospital management, we hope to discuss how to carry out theservice marketing strategy in such a particular market main body as hospital. In detail,in this paper, we analyzed the external environment of hospital service marketing,including social macro environment, industry environment, market environment, thecondition of major competitors, ZX hospital internal marketing environment and soon, discussed the opportunities of shaoyang ZX hospital to carry out the servicemarketing strategy and it’s adjustment; Secondly, the STP strategy of ZX hospital’smarket, and under the guide of relevant theories, we analyzed specific features of it’sproduct supply, the market segmentation, the selection of target market, marketpositioning, the problems of product strategy selection are studied; Finally, weanalyzed the combination strategy of ZX hospital service marketing, and based on the7ps marketing mix theory, systematically we studied the specific options of ZXhospital in product, price, promotion, service personnel, service process andmarketing mix elements such as tangible demonstration.