Research On Dalian Bh Hospital’s International Marketing Strategy

Along with the social economy development and the improvement of people’s living standard, people continue to strengthen the awareness of health care, the health service demand will continue to increase. The current development of China’s medical service quantity, quality of service, the level of marketing are difficult to keep up with the increasing demand of health service speed. In twenty-first Century, the rapid development of the Internet, network marketing has also created a marketing miracle. In recent years, the deterioration of network marketing environment, improve the network marketing costs, so the optimization and reform of network marketing strategy be imperative. This paper attempts to a medical service representative for examples, problems using modern marketing management theory and method to analyze the medical service institutions are facing in the network marketing, the more detailed, the professional market research, market segmentation, demand analysis, develop network marketing strategy in line with the actual situation of the medical service institutions, to gain the competitive advantage in the severe competition in the market.The paper is divided into six parts:the first part introduces the general situation of BH hospital, Dalian, the network marketing center, research significance, the ideas and framework. The second part, mainly is the network marketing literature discussion, put forward the definition of hospital network marketing. The third part, mainly on the network marketing environment of BH Hospital of Dalian, expounds the internal and external environment of hospital factors brought about to carry out network marketing opportunities and challenges, in preparation for the specific network marketing strategy. The fourth part, the network market segmentation and target market selection of Dalian BH hospital, the network market positioning. The fifth part, according to the hospital network marketing the existing problems, study and formulate strategies to improve marketing effectiveness and suggestions of hospital network. The sixth part, according to the comparison of data before and after the implementation of online marketing strategies, evaluate the effect of network marketing strategy.This paper is a product of the combination of theory and practice, have certain reference, guidance on the role of health service management in the network marketing.