Research On Marketing Of Family Doctor Survice Of AY Company

The family doctor service project has become mature in the medical market of developed countries in Europe and the United States after decades of development,and the demand side users have a high degree of recognition for this service.The family doctor service project in China started late,and the market recognition is low.Part of the public regard the family doctor service project as a kind of high consumption.The sense of experience deviates from the expected value,and the overall satisfaction is not high.In recent years,affected by COVID-19,the public has paid more and more attention to the health industry.More and more patients seeking high-quality medical services tend to choose private medical institutions,and the market demand for family doctor services is growing.Therefore,it is of great significance to introduce scientific marketing concepts,implement effective marketing strategies,promote the sustainable and healthy development of family doctor services in medical companies,and better meet the health needs of the people.On the basis of reviewing literature,reviewing relevant theories of service marketing,and analyzing domestic and foreign environment and industry development trends,this paper uses research methods such as questionnaire survey and interview to study the current situation of family doctor service marketing of AY Medical Company.By observing the current situation of AY Medical company and interviewing internal employees and signed users,the existing problems in the marketing of family doctor service are clarified.STP strategy is used to reposition the potential users targeted by the new marketing mix strategy,and the survey data analysis on the satisfaction of potential users under different marketing modules and different paths is carried out.Based on the theory of 7Ps marketing mix,this paper puts forward the targeted marketing mix strategy of family doctor service,and puts forward the safeguard measures for the implementation of service marketing strategy.By studying the marketing mix strategy of AY family doctor service,this paper first finds out the seven existing problems of AY Medical company’s family doctor service marketing.Combined with the market environment and the enterprise micro environment,it relocates the potential user group and reformulates the marketing strategy of AY Medical company’s family doctor service according to the marketing path satisfied by the newly positioned potential target users.It should be implemented under the guarantee of human,financial and material resources of the enterprise,improve the marketing quality of family doctor service of AY Medical Company,and enhance the enterprise value and social benefits.