Abstracts Under the medical environment change, medical institutions must take the strategy of diversification for personalized health management services, such as high-grade health examination. High-grade health examination has a extensive of medical market, becoming the main target markets of the various medical institutions. The high-grade consumers are the target customer of high-grade health examination. Knowing their demands is necessary. This study sample consists of two major groups: 16 persons who in charge of health examination department, and 31 high-grade consumers. The data was collected by questionnaires and based on the statistical analysis to investigate the demands of high-grade health examination. The purpose of this study is to identify the difference between the customers and the medical institutions. Providing information for high¡Vgrade health examination marketing. The results show that high-grade consumers more emphasis on "progressive facilities ", "doctors¡¦speciality", " hygienic environment", "explain the details before examination "and "explain the results by the doctors ". Medical institutions more care the factors about "dealing with customers¡¦ complaints "," reasonable price "," customization "," doctors¡¦speciality " and" explain the process of examination ". A comparison of the two groups indicates that the medical institutions care much more than consumers on ¡§ insurance provided "," reasonable price "," dealing with customers¡¦ complaints "," medical information providing "," health promotion consultation "and" customized exercise prescription " . Attention on " environment comfortable and spacious " is pronounced in high-grade consumers . Key words ¡Ghealth examination, high-grade consumers, choice of hospital