Study Of Chengdu XY Eye Hospital By Using The Service Marketing Theory And Experience

As the country gradually let go of the barriers of entering into Medical industry, eye care services industry achieved rapid development in our country, the capital will determine there will be more and more competitors, also the barriers to enter medical industry will become much more difficult. Medical institutions must update service concept, look for accurate market positioning, and win and occupy the market through the personalization and characterization of services.In this paper, the author takes Chengdu XY eye hospital as the research object, to study its service marketing stra tegy system by using the service marketing theory and experience. About the author research methods the author uses the macro and micro, qualitative and quantitative method to analyze, considering both the theoretical system of the integrity of the application and also the flexibility of practical application.The whole text is divided into six parts:the first part is the introduction part of this research, mainly to illustrate the research background, research significance and so on. The second part is about the nature and characteristics of medical service and medical service marketing, and discusses the three relevant theories of service marketing, which laid a theoretical foundation for later study. The third part has carried on the brief introduction of Chengdu XY eye hospital and its environment, and then the author carried on the SWOT analysis.The fourth part the author studied the external service marketing strategy of Chengdu XY eye hospital, including target market strategy, service marketing mix strategy and3R marketing strategy. The fifth part is the study security strategy of external service marketing of Chengdu XY eye hospital——internal marketing, including the internal market segmentation and internal market marketing strategy. Part six of this article is the conclusion. The mian research conclusion are as follows:(1) To construct basic model of service marketing strategy to ensure strategy systematically.(2) Analyzing internal and external environment of Chengdu XY eye hospital, including macroscopic, internal, and main competitors.(3) Based on the macro and micro marketing environment of Chengdu XY eye hospital, the author carried on the SWOT analysis.(4) Using the STP strategy to study the market segmentation and positioning research of Chengdu XY eye hospital.(5) Puting forward a set of service marketing strategies from two aspects of external and internal marketing service marketing,(6) The external service marketing strategy includes target market strategy, service marketing mix strategy and3R marketing strategy.(7) The external security service marketing strategy is mainly refers to the internal marketing strategy.