Research On Marketing Strategy Of The Landscape Hot Spring Sanatorium

Under the specific historical period, the landscape hot spring sanatorium has played a positive role to ensure workers and cadres’ mental and physical health and to promote the improvement of social civilization as a welfare public institution set-up under the planned economic system. But with the establishment of the socialist market economy, most state-owned sanatorium business conditions are becoming deteriorated and relying on the state funding to make a living. Recently the classified reform of public institution is pushing forward in our country, its survival and development would be facing big challenge if without active innovation to change the status. This paper’s research purpose and key content is how to take reform, innovation and marketing strategy so as to win dominant position. JXGM landscape hot spring sanatorium will be taken as an example in this paper to mainly study the flowing aspects:Firstly this paper launches analysis and discussion about landscape hot spring sanatorium’s operation conditions and existing problems, about its economic environment, political environment, technology environment and social environment by using PEST analysis method, about its strengths, weaknesses and opportunities, threats by using SWOT analysis method. Its business conditions, potential competitors and customers are made a concrete analysis by using competitive environment "Potter" five models. This paper is also studying on its market segmentation, target market selection and market positioning strategy by using STP strategy. Finally based on above study, focusing on the point cut to product, price, place and promotion, marketing strategy and implementation plan is established to fit the development of landscape hot spring sanatorium. Meanwhile aim to ensure its marketing strategy, this paper is carrying out detailed analysis and narration about talent team construction, organization assurance, the guarantee of marketing concept and reinforces learning to follow the time development trend.In conclusion, the landscape hot spring sanatorium has to decide suitable marketing strategy guided by market requirements when facing new challenge of new environment. The state-owned sanatorium has to find out the suitable breakthrough of survival and development in the future, realize the fundamental shift on the ideological concept, invest all kinds of resources, successfully implement the transition.It will realize a win-win situation.