Research On Service Marketing Strategy Of TR Hospital

With the rapid development of China's economy,The diversity of the economy drives people to pursue diversified demands,after nearly a decade of development,medical institutions organized by social forces have become an important force to ease the contradiction between supply and demand in the medical market.but,services provided by private hospitals are one-sixth less than such an event in public medical institutions,which means the gap with public hospitals is still very large.Issues that how do private hospitals survive and establish a foothold in fierce market has been placed in front of private hospitals like the TR hospital.With the guidance of marketing theory,this paper conducts a case study of a private non-profit comprehensive hospital such as TR hospital,analyzes its macro,micro and competitive environment,demonstrates the current marketing situation and clarifies the competitive position of hospitals in the medical market competition in JZ city.Based on researches above,this article figures out several problems existed,such as the lack of systemic sales promotion,the deficiency of diversified promotions channel,and insufficiency of scientific marketing organization,and meanwhile,this article refer that the reasons that result in issues we mentioned are the shortage of the marketing consciousness,the lack of right talents,the disorganization of manegment and the scarcity of liquidity.Through the segmentation of hospitals competitive market,it is suggested that TR hospital pay full attention to the segmentation market of trauma patients,enterprise and institution workers,health examination and old people and children on the basis of full coverage of the JZ city demonstration area market.As the "provincial regional medical center",the major specialized units should be radiated to the whole province and surrounding areas.The general specialized units should cover the city and the surrounding cities.In addition,as a marketing leader,TR Hospital should consider specialized units construction as the engine to promote the whole hospital medical level and adopt the differential competition strategy to meet the diversified demands.According to the segmentation market,this paper,combining with 7PS theory,proposes TR hospital several suggestions of the improvement of marketing combination strategies.First of all,it issuggested that TR hospital build up the whole medical process service brand in the center of cardiovascular and cerebrovascular,the center of trauma,the medical center of children and the center of geriatric medicine.Additionally,on the basis of low price and high service quality,TR should implement differential pricing and pricing to market for specialized units;and meanwhile,on the bottom of community,expand marketing channels and develop enterprises and institutions contract medical treatment and government projects.Thirdly,in terms of promotion tactics,TR hospital is supposed to use advertisement tactics to build up a good image of the hospital,personnel sale to gain reputation and business extending to increase market share,and emphasize whole process internal marketing.Besides,TR is expected to deal with all kinds of public relations to guarantee barrier channels unimpeded.As for security measures,TR is expected to establish essential position of the marketing organization,pay more attention to the personnel funds,and seek for the breakthrough points on the development of informationization,big data and artificial intelligence so as to ensure the successful implementation of various strategies,and finally help TR Hospital realize the social benefit as well as economic benefit and also provide reference marketing strategies for the same type of private hospitals.