摘要
X宠物医院服务营销策略研究
工商管理专业
研究生张秀莲
指导教师张家友
摘要：随着中国经济的快速发展和城镇化进程的加速，城市居民生活条件越
来越好，消费能力越来越强，同时城市居民的沟通交流越来越少。人们在解决了
温饱需求之后，开始追求更多的精神满足感，都市白领、空巢老人等群体中，越
来越多的人已经或正在加入养宠的行列中，把饲养宠物当作一种情感寄托的方式。
宠物在一个家庭中的地位从最初的看门护院，已经逐步人格化，发展成为可以提
供情绪价值，类似家庭成员的角色。宠物数量的增加，宠物地位的提升，引起宠
物产业快速发展，宠物医院亦伴随着宠物行业的兴旺而发展迅速，出现空前的繁
荣。2017年以来，随着资本市场进驻医院所在城市，医院数量猛增，成立于2017
年底的 X宠物医院年营业收入虽然一直处于增长的状态，但从投资回报率来看，
收益并不理想。因此，在宠物医院数量暴增的行业背景下， X宠物医院采用怎样
的服务营销策略，让自身保持稳定的发展，对 X宠物医院具有重要的实践意义。
本文通过 PEST分析、SWOT分析、STP战略分析、7Ps服务营销策略分析对
X宠物医院当前的服务营销现状进行了陈述及分析，然后通过问卷调查从消费者
的角度了解 X宠物医院的服务营销工作开展情况及对应的客户满意度，结合 X宠
物医院的服务营销现状，找出其服务营销方面可能存在的问题，得出了 X宠物医
院当前服务营销策略中存在产品服务对象局限、价格缺乏差异性、营销渠道单一、
促销策略不完善、人才流失和高素质人才缺乏、候诊时间较长且诊后回访不完善
等一系列问题。最后应用 7Ps服务营销策略理论，分别对 X宠物医院的产品、价
格、渠道、促销、人员、过程、有形展示各方面问题进行了服务营销策略对策建
议，确定了 X宠物医院应当增加犬的诊疗服务产品、设置多种价格套餐、完善线
上渠道、丰富促销内容、建立人才培训体系、加强候诊管理等服务营销策略对策。
关键词：宠物医院服务营销策略
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Abstract
Study on Service Marketing strategy of X Pet Hospital
Major:MBA
Postgraduate：Zhang Xiulian
Tutor：Zhang Jiayou
Abstract:With therapid development ofeconomy and theacceleration of
urbanization in China, the living standards of urban residents are getting better and
better, and their consumption ability is becoming stronger and stronger. However, the
communication among urban residents keeps decreasing. As the needs for food and
clothing have been met, people began to pursue more spiritual satisfaction. Among
urban white-collar workers, empty nesters and other population groups, more and more
people have joined or are joining the ranks of pet rearing, taking pet rearing as a way of
emotional support. The pet in a family has been gradually personified and its position
has changed from the initial caretaker to a role that can provide emotional value similar
to other family members. The increase in the number of pets and the promotion of the
status of pets have led to the rapid development of the pet industry. Pet hospitals have
also developed unprecedentedly with the prosperity of the pet industry. Since 2017, with
capital entering the city where pet hospitals are located, the number of pet hospitals has
soared, resulting in fierce competition in this industry. X pet hospital was established at
the end of 2017. Although its annual operating income keeps growing, the return on
investment is not satisfactory. Against the industry background of sharp increase in the
number of pet hospitals and competition, it is of important practical significance for X
Pet Hospital to adopt effective service marketing strategy to keep its own stable
development and maintain its competence.
Through PEST analysis, SWOT analysis, STP strategy analysis and 7PS service
marketing strategy analysis, this paper states and analyzes the current service marketing
status of X pet hospital. In addition, a questionnaire survey was conducted to understand
the marketing service work from the perspective of consumers and corresponding
customer satisfaction of X pet hospital. Combined with the service marketing status of
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