Research On Marketing Strategy Of Chengdu CHSS Hospital

With the in-depth development of the market economy,people’s material living standards have been continuously improved,and the demand for medical and health services is also increasing.To solve the problem of "being hard and costly to get to a doctor",China has carried out several medical system reformation,established a complete medical insurance system,and reformed the medical service industry simultaneously.The private hospital market boomed because of the social capital flowed into the medical industry,and broke the situation of medical monopoly in large public hospitals.The competition in the medical industry is increasing,due to the diversified medical pattern of the market,and private hospitals that want to seek a glimmer of life in the fierce market competition need to put forward their own marketing strategies after fully understanding the market environment and their own conditions.CHSS Hospital is a medical institution that has transformed from a public hospital to a private medical institution,on the one hand,the hospital needs to complete the basic medical function of serving the community and fulfill its social responsibilities.On the other hand,it is necessary to face the competition of other types of private medical institutions in the owners of major public high-grade hospitals and achieve continuous operation and development without government financial support,which forms a major problem facing the hospital.From the perspective of marketing,this paper first conducts a macro analysis of the medical industry.On the basis of the analysis of competitors,SWOT analysis method in management is used to analyze the advantages and find shortcomings.At the same time,by collecting the hospital internal data and on-site questionnaire survey carried out on the patient,find the hospital on the current problems existing in the marketing process,the orientation of hospital core competitiveness,optimize the hospital marketing strategy under the realistic background.Then,through STP analysis,the market is finely divided,the target market is selected,the market positioning is carried out,and the CHSS hospital is positioned as a small hospital with a door.coupled with 7 ps marketing mix theory,Improve the diagnosis and treatment and service level of the hospital from seven aspects of product,price,channel,promotion,personnel,service and tangible display.Meanwhile,develop a complete marketing strategy to guide the hospital in the long term in the future based on the marketing strategy of all staff.While studying the formation of the marketing strategy of CHSS hospitals,this research topic can provide reference for similar medical institutions or other private medical institutions to carry out marketing work,provide solutions for small and medium-sized private hospitals to solve problems in the two dimensions of adapting to the market and serving the society,and help harmonious society and people’s health.