文档介绍：II Abstract Because the traditional planned economy to market economy and government medical institutions of the strict control of resources, along with the entry of private hospitals, the overall management of the hosp ital industry, the level of face increasingly petition in the market situation. In this paper, H Dental Hospital, improvement and development of marketing strategy as the core of the case, discusses the hospital marketing strategy formulation and improvement methods. First, by more than 20 large state-owned hospitals in China, private dental hospitals, clinics and interv iews with medical management research, consumer behavior research discusses the status of the management of the hospital industry, trends, competitive environment, competitive opportunities and face threat. Then, as H Private Dental Hospital Dent al Hospital conducted a market research, internal evaluation, internal management di agnosis, discussed the purchase of dental services, consumer behavior analysis, st atus of their marketing strategies and advantages, problems and disadvantages. In th e old and new consumer research, internal and external staff management research, based on studies of th e H Dental Hospital marketing strategy, including overall product st rategy, pricing strate gy, channel strategy, marketing strategy, brand positioning, ma rketing implementation strategy (target management, media Promotion, branding pha se, the consumer grade management, marketing annual plan) status of several ma jor parts of the marketing analysis and strategy for improvement implemented. Marketing strategy of this study is in munication and H based on the Dental Hospital started, and its results can be directly applied to the dental hospital for the future development and management, but al so on other marketing strategies of large hospitals have a higher reference value. This paper discusses the marketing strategy and consumer insights research method