| In recent years,the number of private hospitals increased sharply,the medical market is becoming increasingly competitive.Due to the weak foundation of private hospitals,their survival and development are facing great challenges.Jixi DJ Hospital is a private hospital.There are many problems in the existing marketing strategy.It can no longer adapt to the new competitive environment.It is necessary to improve the existing marketing strategy.The purpose of this paper is to improve the marketing strategy of Jixi DJ Hospital.Existing problems,put forward reasonable suggestions for improvement to ensure the healthy development of the hospital.In the study of this topic,we learned about the development of the hospital through interviews,collected information on marketing strategies,and consulted relevant literature at home and abroad,based on relevant theories,combined with the internal and external environment of Jixi DJ Hospital,Marketing strategy is systematically analyzed and discussed.First,this article describes the background and significance of the research,introduces the 4P theory,4C theory and STP theory,and the general and special properties of medical products,combs the relevant domestic and foreign literature,and outlines the main content and research methods of the paper.Then,it describes the internal and external environment and marketing strategy of Jixi DJ Hospital,and uses swot to analyze the advantages,disadvantages,opportunities and threats of Jixi DJ Hospital.Secondly,it analyzes the problems and causes in the marketing strategy of Jixi DJ hospital,and discusses the hospital’s market positioning,products,prices,channels,promotions and hospital brands.Finally,applying STP theory to achieve precise target market positioning,product strategy,price strategy,channel strategy,promotion strategy and brand marketing strategy are proposed,and guarantee and restraint measures to ensure the implementation of marketing strategy are formulated. |
