The Research On Service Marketing Strategy Of HZ Plastic Surgery Hospital

In recent years,people's living standard has been improved rapidly.Thereupon people's consumption concept has gradually changed.People began to pay more attention to their appearance,therefore plastic surgery and beauty industry has been developed rapidly,and has become a hot industry in the tertiary industry.The huge market demand has brought broad profit space and attracted the attention of investors.The number of plastic surgery institutions in the market has been growing rapidly.The medical industry itself belongs to the service industry,especially the private medical institutions.Hence we should combine the theoretical knowledge of service marketing to develop a set of service marketing strategies that are really suitable for the plastic surgery and beauty industry,so that enterprises can gain superiority in the market competition.HZ Plastic Surgery Hospital is a upper second-class specialized hospital in Henan province with early establishment,strong professionalism and high customer recognition.The hospital has gained some market share due to its advantages in brand,technology and policy.However,in recent years,with the intensification of competition in the medical service market,the constant change of the external environment,and the unceasing enhancement of customers' requirements on medical care quality and service quality,the problems in marketing have been gradually exposed.This paper takes HZ Plastic Surgery Hospital as the research object,the specific problems existing in service marketing of HZ Plastic Surgery hospitals are objectively analyzed by using the research methods of qualitative and quantitative,macroscopic and microscopic research methods.Using 7Ps service marketing combined theory as the main theoretical support,this paper analyzes several major marketing elements of HZ Plastic Surgery Hospital,and uses PEST external macro environment model to identify external business risks of enterprise.In the current competitive environment,the marketing status of HZ Plastic Surgery Hospitals is clarified,and specific problems existing in the current marketing strategy are found.Then STP strategy analysis is used to determine the targetmarket suitable for enterprises to enter,and combine with the actual situation of enterprise,finally to formulate a complete and effective service marketing combined strategy.It puts forward some suggestions on the implementation of the strategy in order to promote the long-term development of the hospital.The perfect service marketing strategy should be customer-oriented,then develop marketing strategies based on customer needs.At the same time,organizational adjustment is carried out from inside the enterprise to strengthen cooperation among departments to support the reform and improvement of service marketing strategy.On the one hand,this reform guarantees the service quality and customer rights and interests enjoyed by customers.On the other hand,as a representative enterprise,the service marketing strategy of HZ Plastic Surgery Hospital can provide reference basis for other enterprises and promote the healthy and benign development of the whole plastic surgery and beauty industry.