Service Marketing Strategy of Health Management Industry Based on Consumer Behavior Analysis: Guokang Health

Abstract

To actively respond to the implementation of the strategy of "Healthy China 2030 Plan Outline" of The State Council, the adjustment of the health policy in the new era (the Law on the Promotion of Basic Medical Care and Health in June 2020) and the update of people's health concept have gradually increased people's attention to health, and the health industry will gradually become a pillar industry of the national economy. To meet the increasingly specialized and high-standard health management service demands of consumers, health management enterprises have developed service marketing strategies with industry characteristics. Taking "Guokang Health" as the research object, the author aims to analyze the consumer behavior in the health management industry, discuss the service marketing strategy of Guokang Health, and investigate the service marketing practice of the company, to provide reference for other health management enterprises in the industry, which is conducive to improving its operation level, service quality, competitiveness and service level. Using 7Ps theory (product, price, channel, promotion, personnel, process, tangible display) and 4Cs theory (customer, cost, convenience, communication) as the supporting basis, this paper adopts the method of combining literature research and questionnaire research to comprehensively and empirically analyze the influence of service marketing strategy of health management industry on consumer behavior. It has important practical significance for enterprise strategy formulation, consumer psychology, and service marketing strategy optimization.