Study On Optimization Of Y Health Management Center’s Service Marketing Strategy

With the development of economy and medical science,modern people have a more scientific and comprehensive understanding of health,and pay more attention to health management.At the same time,the implementation of the national health strategy has provided strong and favorable policy support to the health industry.In the current of this era,Y health Management Center has developed rapidly,but there are also some problems such as too traditional service marketing methods,too old marketing ideas and too single service products.The health management industry has a broad market prospect.How to win the trust of customers with service,strengthen the close relationship with customers with the optimal marketing strategy,and realize the sustainable development of enterprises are the problems that enterprises need to pay attention to and solve.This article first expounds the STP,7Ps and other related service marketing theory,to Y health management center as a case,using the methods of PEST analysis,porter five model,analyzed the Y health management center of macro environment,industry environment,and use the SWOT analysis tool to analyze its marketing facing the opportunities and threats,points out its strengths and weaknesses.Secondly,STP theory and 7Ps marketing theory are used to analyze the status quo of the service marketing strategy of Y Health Management Center.It is found that the target market positioning is not accurate enough,the pricing is not flexible,the product homogenization is high,the channels and promotion are insufficient,and the reasons are analyzed.Furthermore,the optimization strategies of target market,differentiation of service products,rationalization of service pricing,diversification of distribution channels are put forward.Finally,in order to ensure the effective implementation of service marketing optimization strategy,Y health Management Center is suggested to improve the development and application of information system,improve service quality and strengthen human resource management.The research of this paper has certain application value for the improvement of service marketing and future development planning of Y health management Center,and provides reference ideas for the optimization of service marketing of other health management institutions.