Research On The Marketing Strategy Of Dalian HS Eye Hospital

HS Group,founded in 1995,is the only ophthalmic group in China that integrates medical treatment,education,industry,academia,scientific research and public welfare.Dalian HS Eye Hospital was established in 2002.There are two hospitals in Dalian,which are comprehensive ophthalmology hospital and characteristic hospital for myopia treatment.Dalian HS Eye Hospital has invested in subsidiaries in Jinzhou District,Zhuanghe City and Pulandian District,and has established four independent optometric center clinics in many districts of Dalian city.It has formed a regional full coverage in Dalian ophthalmology market.Because of its obvious advantages in medical technology,cataract diagnosis and treatment,myopia laser surgery,fundus oculi disease diagnosis and treatment have a high market share in Dalian.However,there are some problems in marketing work,such as brand characteristics are not clear enough,marketing work lacks systematic planning,marketing means are backward and so on.Based on the above research background,this paper first outlines the general situation of Dalian HS Eye Hospital and the existing problems in its marketing work,and clarifies the research significance and ideas of the article.In the literature review,this paper elaborates the related theories of marketing and the research status of hospital marketing at home and abroad.In the part of analysis,the macro environment,market demand and customer purchase habits,competitive environment,internal resources and capabilities of Dalian HS Eye Hospital are analyzed carefully.Subsequently,the SWOT analysis tool was used to list the opportunities,threats,strengths and weaknesses of the hospital.In the process of strategy formulation,the article elaborates the market segmentation,target market selection and market positioning of the hospital by using marketing STP theory.In order to subdivide the market by disease type in Dalian HS Eye Hospital,three target markets of cataract patients,myopia patients and fundus oculi patients were defined,and the market positioning strategy was formulated.Subsequently,the article summarizes the product strategy,price strategy,channel strategy and promotion strategy of Dalian HS Eye Hospital aiming at the target market by using 4P marketing theory.Finally,the article puts forward the safeguard measures of implementing hospital marketing strategy and marketing strategy.In recent years,private professional ophthalmic hospitals have developed rapidly.As one of the representatives,Dalian HS Eye Hospital has many problems and challenges in its marketing work.The author hopes that through the study of marketing strategy in this paper,it can provide reference for Dalian HS Eye Hospital and other private hospitals in formulating marketing strategy.