Study On The Marketing Strategy Of Changsha Aier Ophthalmology Hospital

Since the opening of China's medical market in September 2001,the state has given a large number of preferential policies to encourage private hospitals,private hospitals,both the number and size have been rapid development.However,compared with public hospitals,private hospitals to enter the medical services industry,after all,not long,in the hospital brand,expert strength,hardware facilities and public hospitals,there is a big gap.If you don't find a marketing strategy in accordance with the own characteristics,it is difficult to in public hospitals and private hospitals to survive in the competition,therefore,in addition to improve the level of their own medical and service quality,private hospital must find and develop in accordance with its own development marketing strategy,through marketing activities increase the brand awareness of hospital and awareness,enhance the core competition of the hospital,to win in the fierce market competition environment and its place.I will Changsha Aier Ophthalmology Hospital as the main research object,combined with his years of work experience in marketing management,by the combined method of theoretical research and practical experience,on the basis of theory,the PEST analysis of the macro environment of the hospital,the use of Potter's five forces model to analyze the industry environment and the hospital,the hospital's human the resource structure and internal environment are analyzed.I served as the director of the marketing department in the hospital were collected a lot of data,through the study of patients' behavior,the adolescent myopia patients and 18-35 year old patients with myopia and over the age of 60 elderly patients with eye disease as a key target market in the hospital,take the difference of target market strategy,take"better service,the sharing eye experts" as the core of the hospital.Finally,in market research,myopia surgery,medical optician project,the four aspects of project to develop a specific marketing strategy implementation method,And from the organizational structure,management system,operation mechanism three aspects of marketing strategy for the implementation of safeguards.This paper aims to analyze the research on ophthalmic medical market Changsha City,to develop a practical and forward-looking marketing strategy for the Changsha Aier Ophthalmology Hospital,also expect that the similar background hospital have reference.In view of different target crowd,from the medical service product,the price,the place,the promotion four aspects have formulated the hospital marketing strategy.