Study On The Marketing Strategy Of Meinian Onehealth Healthcare Company In Shanghai

In recent years,as people pay more attention to health,the concept of "early detection,early diagnosis and early treatment" has been accepted by more and more people.The health concept of "prevention priority" has been deeply rooted in the hearts of the people.Therefore,health examination has become a new and emerging field of development.Because of the huge market potential of the health examination market,many new enterprises have emerged in the industry,and the market competition is becoming increasingly fierce.With the continuous participation of competitors,the Red Sea crisis in traditional health examination industry has gradually emerged,and the survival and development of health examination companies are also facing enormous pressure.Meinian Onehealth Healthcare Company in Shanghai(hereinafter referred to as “Shanghai Company”)is no exception,in recent years,the market share decreased year by year,the marketing effect is not ideal,therefore,this article is based on this background,research on the United States and great health Shanghai's marketing strategy,it is necessary and a strong practical significance.In this paper,Shanghai Company as the research object,research by means of literature,questionnaire and case analysis,combined with the actual situation of Shanghai Company,the company's marketing environment analysis,focusing on the status quo and problems of the marketing strategy in the company,put forward the marketing strategy optimization the implementation of security measures and measures.Firstly,this paper expounds the actual situation of Shanghai Company,the company's marketing environment from the internal resources and external environment analysis;market marketing situation,and then focus on Shanghai Company's marketing strategy of mining related product strategy,price strategy,channel strategy,promotion strategy and service strategy problems;finally,uses the STP Theory to optimize the marketing strategy of Shanghai company from product,price,channel,promotion,service and other aspects,and puts forwards the corresponding measures to ensure the implementation of the marketing organization,marketing team,marketing customer service and marketing etc..Shanghai company is a professional health service provider.Due to the impact of the internal and external environment,the existing marketing strategy is not suitable for the current development needs.It is urgent to locate the market and optimize the existing marketing strategy in the STP market.After analysis,the main conclusions are as follows:(1)The resource condition of Shanghai Company is superior.Among them,there are plenty of talent resources,and a team of doctors and experts,composed of more than 270 experts,has a rich product resource,many kinds of physical examination items,many kinds of set meals and rich content.It can effectively meet the users' needs of health services,and the technical resources are abundant.The company has reached a strategic alliance with the top medical equipment brand in the world,and ensures the standard of medical equipment and three A hospital is equal;the brand word of mouth is good,pay attention to the connotation of the brand,and improve the connotation quality by providing professional,high quality and individualized health examination service,and promote the brand image to improve continuously.(2)Shanghai Company has strong compression capacity in Shanghai's physical examination industry.There are many competitors and many substitutes in Shanghai medical examination industry.We should pay attention to the market impact of best hospital with high medical level in Shanghai city and the main competitor of ikang;the potential entrants are not under the pressure of competition from the barriers of industry;the bargaining power of suppliers is limited because of the signing of the strategic cooperation agreement,and the bargaining of the buyers for medical service is also The price ability does not exist.Therefore,with the company's existing scale,brand and technical advantages,we can effectively deal with the various pressures in the industry,but we should pay more attention to the market share of the main competitors.(3)Shanghai Company is now adopting the five in one marketing strategy combination consisting of“product price channel promotion service”.Among them,the product strategy covers the physical examination project rich,can satisfy the customer's physical examination demand,but the homogenization phenomenon exists,the price strategy has introduced the price different physical examination set,has the price ratio and the competitive ability,but the package content item needs to be adjusted;the channel strategy has established the online and the line marketing channel,but the network channel needs optimization;promotion strategy has adopted a variety of promotions.The combination of marketing means,but the promotion cost needs to be controlled;the service strategy insists on the customer-centered service,but the customer service after the physical examination is not enough.(3)Shanghai Company has used the marketing strategy of "five in one".The product strategy in medical projects is rich,can meet the customer demand examination,but the same phenomenon exists;price strategy,launched a price range of physical packages,cost-effective and competitive,but also need to adjust the content of the project package;channel strategy of marketing channel using a combination of online and offline,but online channels need to be optimized;the promotion strategy uses a combination of a variety of promotional tools,but the promotion cost control,service strategy,adhere to customer-centric,to launch family services,but after the examination of customer service is not doing enough.(4)The problems of marketing strategy in Shanghai Company,mainly in: one is the package of products to customers personalized service strategy in the process of examination of the experience,the two is the internal friction of the marketing team caused the price strategy of the cost is slightly higher,the three is the "channel publicity effect in l Shanghai Company chain the brand is not enough,four is the company's implementation of the" effect of promotion mode Internet plus examination should be improved,five of the company is not in place of customer service management after the health examination,these problems lead to the marketing strategy of attraction is not enough,function is not obvious,the market share has declined.(5)The new positioning was determined by the STP strategy by the Shanghai Company.Based on the market segmentation and optimization of the target market selection,the company adjusted the company's market positioning by building the STP Theory: building a healthy physical examination institution that attracts the masses,highlights professionalism,presents shortcuts and optimizes services.(6)Shanghai Company establishes a "five in one" to optimize the marketing strategy,including five aspects: the optimization of product packages to attract customers,streamline the cost and improve the marketing advantages,expand the network optimization channel construction,the implementation of Internet plus network promotion,improve the service marketing strategy.(7)In terms of "four aspects" put forward measures to protect Shanghai Company marketing strategy implementation including: through the adjustment and optimization of marketing organization structure,establish organization structure security;through the establishment of high-quality marketing team,strengthen the implementation of the marketing strategy of the protection of human resources;through the introduction of the standard of quality control measures to improve customer service quality through examination;strengthen customer relationship management,improve customer loyalty.This paper firstly uses the traditional marketing + service + marketing network marketing("concept into service marketing and network marketing based on the 4P theory,the analysis of marketing strategy)in large U.S.health Shanghai company from the view of the past is only on the basis of 4P analysis,from this point has certain innovation.In addition,this paper takes the Shanghai Company of the American great health group as an example to study its marketing strategy.It can provide some reference for other subsidiaries' marketing strategies.