Research On Service Marketing Strategy Of Zhanhui Hospital In Lengshuijiang City

With the implementation of the family planning policy since 1982,China has gradually stepped into an aging society.At the end of 2019,China became the only country in the world with a population of over 200 million over 60 years old.It is well known that private hospitals lag behind public hospitals in medical equipment,technology and so on,so they are in a weak position in medical competition.In order to attract patients to hospital,private hospitals should improve the level of medical service and seize the new opportunities brought by population ageing.In this paper,Lengshuijiang Zhanhui Hospital(hereinafter referred to as Zhanhui hospital)as the research object,using STP theory,7Ps marketing mix theory,macro and micro analysis,questionnaire survey and other methods,this paper objectively analyzes the specific problems existing in the service marketing of Zhanhui Hospital in Lengshuijiang.It is pointed out that the reason of the development of Zhanhui Hospital in Lengshuijiang in recent years is mainly due to the unilateral and comprehensive development and the lack of special departments.The development of Zhanhui Hospital in Lengshuijiang can only be achieved by changing its marketing strategy,developing departments with medical characteristics,improving the level of medical service and improving the treatment ability for special diseases.The specific measures are: Zhanhui hospital can use STP strategic analysis to determine the appropriate target market,and use 7Ps theory combined with the actual situation of enterprises to formulate a complete set of service marketing mix strategy,in order to promote the long-term development of Zhanhui Hospital,the author puts forward some suggestions on the implementation of the marketing strategy,taking the customer as the center,satisfying the customer demand wholeheartedly,strengthening the communication and cooperation among the organizations in the enterprise.Through the reform of service marketing strategy,it can not only protect the rights and interests of consumers,but also provide reference for theestablishment of service marketing strategy of private hospitals,which is beneficial to the healthy and healthy development of the whole private hospitals.