Study On Service Marketing Strategy Of AMCARE Hangzhou Women And Children’s Hospital

Since the new agenda of medical reform policy in 2009,national support on establishment of Non-public hospitals has launched.The medical service system in China began to be gradually supplemented and improved.Private hospitals have been able to develop vigorously,among which maternity hospitals have the strongest development momentum.Meanwhile with the improvement of Chinese women social and family status and the realization of their personal economic independence,their consumption level is also constantly upgrading.Especially for women who is at the particular stage of their pregnancy,they prefer to find out a private hospital which could both ensure the security and provide the premium services to make their checkup and delivery process more pleasant and decent.To win the trust of those special kind of customer and contribute to the selection,majority of the high-end private maternity hospital should ensure the level of medical technology and provide quality personalized customization plan to attract the customer,increase customer stickiness,improve the brand value.This is the importance of why making the service marketing strategy as the one of private medical industry.Based on the service marketing theory knowledge through study of the literature and previous research results,this paper use PEST and Porter’s five forces model to analyze the macro and internal industrial environment and regional competition environment faced by Hangzhou Am hospital.Then the basic information of the hospital and the present management situation are objectively expounded,which leads to the necessity of the service quality investigation.Through the form of questionnaire survey and informal interview,the problems faced at the present stage are analyzed by the real feedback of target customers and the staff,and the real needs of customers are understood through the service quality gap model.At the end,combining the particularity of maternity medical service and 7Ps service marketing mix,this text builds up the specific framework of Hangzhou AM hospital’s service marking,analyzes the deficiencies and defects of the current service marketing policies of the hospital from the aspects of product,price,channel,promotion and service process and so on.And it develops and optimizes industry-specific service marketing strategies from the internal and external.Meanwhile,in order to let the enterprise change the existing situation,break through the development bottleneck,enhance the competitive advantage and form sustainable development,basic safeguard measures are set to ensure the smooth and stable implementation of the new policy.The study of this paper provides specific strategies for the service marking of Hangzhou AM hospital,which can change the current difficulties,improve the customer satisfaction,and also provide reference for the similar hospitals.