Analysis of the marketing status of chinese medicine clinics

• Main Author: Jiang, Zhuqian
• Format: Thesis
• Language: English
• Published: 2022
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/101752/1/JiangZhuqianMAHIBS2022.pdf; http://eprints.utm.my/id/eprint/101752/; http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147759

With the ever-increasing social competition, people's life pressure and psychological pressure are increasing, and various known and unknown diseases also follow, which means that the health industry has huge development potential. At the same time, the government has also issued a series of policies to escort the development of Chinese medicine, and the development of Chinese medicine has reached its golden age. However, due to people's lack of a correct understanding of Chinese medicine and the impact of Western medicine, the development of Chinese medicine is very difficult. How to achieve sustainable development and achieve good economic benefits in a market economy environment is an urgent problem for many Chinese hospitals and Chinese medicine clinics. This article takes the Bojitang Chinese Medicine Clinic as the research object. The Bojitang Chinese Medicine Clinic is a comprehensive Chinese medicine clinic with a traditional Chinese medicine diagnosis and treatment as the main body, and acupuncture and massage therapy as a supplement. After five years of continuous development, it enjoys a certain influence in the local area. However, due to fierce competition in the industry and constant changes in consumer demand, Bojitang needs to constantly adjust its marketing strategies and methods to achieve long-term stable development. This study uses marketing theories and strategic analysis tools, such as 4Ps analysis, PEST analysis, etc. to conduct specific analysis of Bojitang’s operating conditions and internal and external environments, to find out the problems in clinic marketing and conduct further analysis. At the same time, a questionnaire survey was conducted on consumers to collect data, and SPSS was used to process and analyze the data. Through the marketing analysis of Bojitang, the marketing capabilities of the clinic can be improved, thereby promoting the realization of the clinic's goals.