Research On Marketing Strategy Of Qinhuangdao Maternal And Child Health Hospital

With the deepening of medical reform in recent years,the existence and development of public medical institutions have entered a new historical stage.At the national health and health conference in 2016,President Xi Jinping stressed that the current reform of the medical and health care system has entered a crucial period.In the face of increasingly fierce market competition and people's increasing demand for medical services,maternal and child health care in qinhuangdao is actively responding to these new changes and making full use of the emerging advanced scientific and technological means including mobile Internet to improve patients' medical experience.Using the 4R theory framework of qinhuangdao city Maternal and Child health care of existing scattered,inefficient redesign and integrate marketing strategy optimization,it solved that the present traditional business competitiveness gradually reduce,The emerging business awareness is not high in patients with marketing dilemma,let more patients and insight to the masses and can enjoy high quality cheap and convenient medical treatment and health care services,It`s help to enhance the competitiveness of the hospital.The research ideas are as follows.Firstly,this paper introduces the research status of marketing and hospital marketing at home and abroad,clarifies the development trend of marketing theories at home and abroad,and provides theoretical support for analyzing and proposing marketing strategies.Secondly,the external environment of Qinhuangdao Maternal and Child health care hospital is analyzed with PEST and porter's five forces model.Through the analysis of the internal environment,the marketing status,existing problems and reasons of the city maternal and child health hospital are clarified.Thirdly,through SWOT analysis,the key elements presented by the analysis of internal and external environment are integrated and analyzed to indicate the direction for the optimization of subsequent hospital marketing strategies.Fourthly,by using the perspective of 4R theory,systematic integration and optimization of existing scattered marketing strategies are carried out,and feasible optimization schemes of marketing strategies are put forward,so as to better serve patients,improve their service experience and establish long-term relationship with patients.Finally,this paper proposes the safeguard measures of marketing strategy optimization scheme from five aspects,including human resources,finance,technical equipment,institutional management and risk control,so as to ensure the implementation and effective implementation of the new marketing strategy.It is hoped that through the study of marketing strategy of Qinhuangdao Maternal and Child health care hospital,similar medical institutions can learn from experience.