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论文编号：	12094
作者编号：	2320180548
上传时间：	2020/12/11 17:14:48
中文题目：	KR医院医疗美容项目服务营销策略研究
英文题目：	THE RESEARCH ON SERVICE MARKETING STRATEGY OF KR PLASTIC SURGERY HOSPITAL
指导老师：	许晖教授
中文关键字：	医疗美容；服务营销；7Ps 理论；市场战略；SWOT分析
英文关键字：	plastic surgery; service marketing; 7Ps theory；STP strategy；SWOT
中文摘要：	近年随着人们生活水平的提高，对于自身的各方面要求在日益增长，伴随着消费理念也发生了转变，人们越来越关注自身的外在形象。约2000年开始，医疗美容开始在中国初步展现并逐渐表现出其商业价值，更是以全国每年几万家的开业速度飞速发展，成为第三产业中的热点行业。医疗行业属于服务行业的一种，对于医疗美容行业，更区别于传统医疗行业，属于非刚需医疗，且多是私营医疗机构。如何在复杂的市场竞争中脱颖而出，需要利用好所学的服务营销理论制作一套符合自身机构的营销策略，使企业在市场竞争脱颖而出。 KR医院的医疗美容科室是一所坐落在天津市内从属于连锁妇产医院旗下的重要科室。但随着人们对于美容行业的认知日益加深，并且顾客针对自身的要求逐步提高，从而导致针对医疗美容行业的相关手术精准度越来越高。这也就意味着手术以及相关配套服务不能出现丝毫错误，这也就在一定程度上暴露出医院科室在服务营销上的很多错误。 但是近些年来，由于医疗业更重视服务，顾客对于服务要求也越来越高，使医疗美容科室在营销上存在的问题逐渐暴露出来。 本文以KR医院医疗美容科室为研究对象，站在科室负责人角度客观分析目前科室在服务营销中存在的具体问题。运用PEST模型分析科室外部风险，明确在当前的各种竞争中，KR医院医美科室的目前经营现状，探索如今在服务客户过程中中存在的具象问题。利用7P组合策略分析适合科室实施的市场目标策略，并同时结合科室现状，整理较完整、有效的服务策略。针对提出的建议，对内外管理作出调整和改进。对外以服务消费者为根本，以消费者的最终目标为起点制定服务政策。对内增强各部门的培训、合作、更替，做好对外服务政策的支持和延展。对内外的营销策略的调整，不仅可以保证顾客享受的权益，更重要的是，作为之后医疗美容行业的指向性，使这个行业健康、良性发展。 关键词：医疗美容；服务营销；7Ps 理论；市场战略；SWOT分析
英文摘要：	In recent years，with the development of person living，the requirements of all aspects of them grow. Since 2000，plastic and cosmetic industry has developed initially in China. In front of the huge market demand and vast profit space，it has attracted many investors' attention. In recent years，it has developed rapidly with the opening speed of tens of thousands of companies every year in China，becoming a hot industry in the tertiary industry. The medical industry belongs to one of the service industries. For the plastic and beauty industry，it is different from the traditional medical industry. It belongs to non rigid medical treatment，and most of them are private medical institutions. How to stand out in the complex market competition， we need to combine the theoretical knowledge of service marketing to develop a set of service marketing strategy in line with the plastic and beauty industry，so that enterprises can gain an advantageous position in the market competition. KR orthopedics and cosmetology is an important department under the chain maternity hospital located in Tianjin. KR hospital is a grade two first-class hospital with early establishment time，strong professionalism and high customer recognition. Because of its brand，technology and service. This paper takes the medical cosmetology department of Kr hospital as the research object, and objectively analyzes the specific problems existing in the service marketing of the Department from the perspective of the department head. The pest external macro environment model is used to analyze the external business risks of the enterprise. The current operation status of the medical cosmetology department of Kr hospital in the current competitive environment is clarified, and the concrete problems existing in the marketing strategy are explored. Standing on the 7PS service that this paper analyzes several marketing elements of KR plastic surgery department. Using STP strategy to analyze the market target strategy suitable for the implementation of enterprises，and combining with the current situation of enterprises，Using marketing strategy to analyze the market target strategy suitable for enterprise implementation, combined with the current situation of the enterprise, formulate a more complete and effective service marketing strategy. According to the suggestions, the internal and external management should be adjusted and improved.，the marketing policy should be formulated with customer as the starting point.To strengthen the training， cooperation and replacement of all departments at home，and to support and extend the policy of external service phonetics.The adjustment of internal and external marketing strategies can not only ensure the rights and interests of customers，but also， more importantly，as the direction of the plastic and beauty industry，make the industry healthy and healthy development. Key Words：plastic surgery; service marketing; 7Ps theory；STP strategy；SWOT
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