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The People's Hospital of Chenzhou City Services Marketing Strategy

Author: OuYangBangHui
Tutor: GongYanPing
School: Central South University
Course: Business Administration
Keywords: Chenzhou City People's Hospital Services Marketing Internal marketing
CLC: R197.3
Type: Master's thesis
Year: 2005
Downloads: 295
Quote: 2
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Abstract


China has joined the WTO, in terms of the concept on the organization , but our existing medical institutions are seem ill-prepared . On reality and look at the future , research the medical market demands , to develop the concept of competition , and foster a sense of competition , and enhance the competitive advantage will be directly related to the survival and development of the institutions of a hospital . This paper is the rapid development of service industry and service marketing theory become relatively independent disciplinary background , lack of strategic guidance for the People's Hospital of Chenzhou City services marketing , experience marketing has been difficult to adapt to the dramatic changes in the market as well as unique marketing problems , research and reading the basis of the literature on the use of services marketing theory , macro and micro , qualitative and quantitative analysis of the level to promote specific research Chenzhou City People's Hospital services marketing strategy formulation . First of Chenzhou City People's Hospital, the industry , the market environment , the major competitors as well as internal marketing environment analysis , pointed out that the People's Hospital of Chenzhou City, the main problems in service marketing , then its main problems , develop service marketing strategy mode as a guide to the the 7PS services marketing mix for the system , through the use of the services market positioning theory and technology , that the theory of STP (Segmenting Targeting and Positioning) take full account of the service basic characteristics of services marketing practice based on identified Chenzhou City District , Yongzhou , Hengyang under the 11 counties and the surrounding Leiyang Lanshan , Guangzhou Lechang City market as its target market ; develop hospital the 7PS services marketing mix strategy , a systematic study of the product , price, promotion , service the specific application of the marketing mix elements of people, process , and physical evidence . By this study , and look forward to the marketing practices of the hospital helpful and period play a valuable role in the broader field of services marketing theory .

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CLC: > Medicine, health > Preventive Medicine,Health > Health care organizations and career ( Health Management ) > Health care systems and institutions > Hospitals, general hospitals
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