Marketing Strategy Research Into The Second Hospital Of Lanzhou University Based On Customer Value

At present, the competition in the industry of health service is more and more intensive. How to survive in this complex market and have sustainable development is quite a serious problem that the managers of hospital must consider. To attract patients, the hospital must increase their medical experience and perceive value. This could help build the long term relationship between hospital and patients. Hence, this paper choose Second Hospital of Lanzhou University as the research target and use Customer Perceived Value Theory as the foundation of this paper. Based on Customer Perceived Value Theory, this paper finally offer marketing strategy to Second Hospital of Lanzhou University.Firstly, this paper make summarize of present Customer Value Theory and mainstream theories in the area of marketing. And then this paper try to apply these theories into the practice of marketing. Hence, this paper select Second Hospital of Lanzhou University as the research target and implement investigation into in hospital industry and Second Hospital. This paper use PEST model to analyze the condition of hospital industry, implement inner resource and ability analysis and SWOT model to analyze the specific condition of Second Hospital. On the Basis of these work, this paper build the customer value system of Second Hospital. To test the validity of this value system, the author assigned hundreds of questionnaires to the patients of Second Hospital. According to the revised customer value system of Second Hospital, this system have quite high reliability and validity. Finally, based on all of this work, this paper implement market STP procedure and offer 7P marketing strategies, including product strategy, price strategy, place strategy, promotion strategy, process strategy, people strategy and physical evidence strategy. In addition, this paper offer supporting measures to ensure that these strategies could be implement efficiently.