Resesrch On Marketing Strategy Of Chengdu Aier Ophthalmology Service Based On 7P Theory

With the rapid development of social informatization in our country,the intensity of eyes used for work,life,study,and entertainment in modern society has increased significantly,leading to an upward trend in the prevalence of various eye diseases.The phenomenon of younger age and higher incidence of myopia is particularly prominent.At the same time,people's income levels are increasing,the national medical security system is constantly improving,people's eye care concept is constantly increasing,and the demand for eye medical services continues to increase.Although the ophthalmology department of public general hospitals occupies a larger market share,the share of private eye specialist hospitals is increasing year by year.Taking Chengdu Aier Ophthalmology Company as an example,using literature research,survey research,case analysis and other methods,using 7P as the theoretical basis,using analysis methods such as PEST and Porter's five forces model to objectively analyze the macro and micro environment and the company's service marketing status.Use the SWOT analysis method to evaluate the factors affecting the company's development.Use 7P theory to formulate service marketing strategies,relying on existing technology,management and platform advantages,to achieve high-value product personalization,product price optimization,comprehensive coverage of sales channels,synchronization of online and offline publicity,saturation of embedded use of personnel,and tangibility The comprehensive improvement and establishment of paths such as display diversification,customer satisfaction service process optimization,etc.,establish a wide range of visibility among the customer masses,consistent product perception quality,strong brand associations and stable loyal customers,so that the company's outpatient service volume and brand Increased influence and continuous appreciation of brand equity will ultimately achieve corporate profits.This thesis draws on the experience of domestic and foreign private hospitals in the development of service marketing,combined with the domestic national conditions and the actual conditions of local cities,and the local medical market and economic environment,to conduct a systematic,detailed and comprehensive research on the development of Chengdu Aier Ophthalmology in service marketing.Analyze,carry out localization research from theory and practice,and formulate a matching service marketing strategy,in order to provide reference for the research on service marketing of peer chain medical institutions.