Research On Service Promotion Strategy Of Public TCM Medical Institutions

Governmental hospitals play an essential role in the medical and health service system in China.During a comprehensive reform of medical and healthcare system,governmental hospitals are entering a new stage of development,as the civilian’s demand for healthcare increases significantly.Simultaneously,the medical and health undertakings of deepening hospital reform,fully participate in the competition in the market system,its survival and development face new challenges,to this,public hospitals must urgently to know the importance of marketing,to stabilize the existing group of patients and medical market share.Due to the non-profit nature of public hospitals,their marketing should not aim at profit,but should establish the service concept of "people-oriented",put "patients" at the core,take patients’ needs as the starting point,protect patients’ interests to the maximum extent,strive to improve service quality,and explore Service Promotion strategies.At present,the difficulties that public hospitals face in Service Promotion development are mainly reflected in the weakening competitiveness of traditional services and the insufficient expansion of new fields.Therefore,governmental hospitals should further exploit their low cost,high quality and accessibility natures to improve the level of health care service in order to enhance overall competitiveness.Based on the above background,this paper uses literature review,case study,field investigation and other research methods to sort out and analyze domestic and foreign literature,K City Health Committee statistical yearbook,K City Hospital of traditional Chinese medicine financial statements,K City Hospital of traditional Chinese medicine satisfaction questionnaire and other related data,around the hospital service promotion work,from the following aspects of analysis and discussion.Secondly,on the basis of theoretical analysis,taking K Hospital of Traditional Chinese Medicine in the forth tier cities as an example,this paper makes an in-depth study of its Service Promotion problems,introduces the basic situation of the traditional Chinese medicine hospital of K city in detail,and analyzes the macros and micro environment of the K Hospital of TCM by means of PEST and SWOT and so on.Thirdly,while focusing on market positioning,channel expansion,production innovation and service enhancement,it analyzes the current Service Promotion strategies of the K Hospital of TCM to identify present Service Promotion work problems and reasons,such as inadequate understanding of marketing concept,strong product concepts,target market positioning is not clear,the medical staff service consciousness,to set up the market in the form of the alliance strategy,insufficient medical convenience,etc.Finally,in view of the above problem,using the experience of advanced ideas of scholars and practice case at home and abroad,based on the target market segment,while using 4Cs marketing strategy as the research train of thought in combination with the practical situation of the hospital,from patients,convenience,cost,communication,four dimensions,puts forward the optimization of K city hospital effective Service Promotion strategies,such as providing the special medical services,set up national physician hall,opened the "wisdom of traditional Chinese medicine","Internet" hospital diagnosis and treatment services,create "medical + live" mode,advocating specialized charges to reduce medical costs,thus raises the level of Service Promotion in hospital and improves patient satisfaction and hospital visibility.Through the analysis of K Hospital of TCM,the article is going to provide reference for hospitals of similar size and format to improve the Service Promotion level of my country’s medical field.