联系我们

论文查询结果	返回搜索

论文编号：	14403
作者编号：	2320213501
上传时间：	2023/12/13 18:18:39
中文题目：	K医疗美容机构服务营销策略研究
英文题目：	Research on the Services Marketing Strategy of K Medical Beauty Institution
指导老师：	杨坤副教授
中文关键字：	医疗美容；服务营销策略；STP；CRM；7Ps
英文关键字：	Medical Beauty；Services Marketing Strategy；STP；CRM；7Ps
中文摘要：	中国的医疗美容行业经历了近20年的发展，中国医美虽然起步晚，但是具有发展速度快、市场规模大、增长率高且潜力大的特征。随着国民经济水平提高、家庭可支配收入增多及消费品质提升，颜值经济应运而生，尤其是中国的女性消费者对于医美产品和服务的购买力和医疗技术的不断提升，带来中国医美行业的持续增长。根据行业研究报告显示，医美市场年复合增长率超过15%，2015-2022年，中国医美市场规模由637亿元增长至2000亿元，预计到2025年，市场规模将超过3500亿元。从全球来讲，相比医美发展更成熟的美国、韩国，中国医美市场渗透率仍有很大的增长空间。但是在高速发展的同时，市场竞争日趋激烈，政策监管严格带来合规化、上游厂商产品快速更新带来的市场多变、消费者需求多样带来顾客流失等等，都是机构面临的问题。 本文选择K医疗美容机构作为研究对象，运用所学相关知识和工具，通过分析该医疗美容机构现有的服务营销举措，发现其存在的的优势和问题，然后对K机构的服务营销策略进行系统的分析，针对分析的结果，提出K医疗机构的实施保障措施。第一章是绪论部分，主要介绍研究的背景和意义、内容和目的以及论文方法和框架；第二章是相关概念及理论回顾，介绍了医疗美容相关的定义以及研究中用到的主要理论，同时对国内外相关的研究现状做了简单介绍；第三章是对医疗美容的服务营销环境进行分析，用到了PEST、五力模型及SWOT等分析工具，发现医美市场正处于改变的关键时期，K企业面临着机会和挑战；第四章是提出K机构目前存在的服务营销问题，该部分内容用到了问卷分析发，从K机构的实际问题出发，总结存在的服务营销问题，从而引发对策略的系统分析；第五章为本研究的重点章节，先对K机构进行STP分析，再进行7Ps分析，最后做CRM分析，分析发现，K机构的品质医美的定位符合当下的医美环境，且品牌知名度一直是K机构的优势，只是需要更好的营销策略来加强。本文为K机构梳理目前执行较好的策略，如产品、价格、促销和内部营销，也发现K机构处于弱势需要关注的策略，如渠道、过程和有形展示。在分析中，本研究系统的总结了K机构每个营销策略的主要思路和方法，对于弱势策略，也提出了其他机构侧重的方向，为K机构做参考。对K机构的顾客关系管理现状进行分析时，发现了存在的问题，并提出了改进建议。第六章对K机构提出了保障措施，针对优势的品牌定位、较完善的营销策略和需要关注改进的营销策略分别提出了保障措施，同时本文也建议K机构打造学习型组织，以应对竞争激烈、多变的医美市场环境；第七章对全文进行总结，得出结论，总结文章的创新的和不足，并对K机构的未来做展望。 K医疗机构是坐落于天津市的一家老牌私立医院，该机构的医疗美容服务具有多个传统的医美特征，且面临着传统医疗美容机构的经典问题。希望本研究能够为该机构提供参考的同时，也能为更多的医美企业提供借鉴和帮助。
英文摘要：	The medical beauty industry in China has undergone nearly 20 years of development. Although it started late, it has the characteristics of rapid development, large market size, high growth rate, and great potential. With the improvement of the national economic level, the increase in household disposable income, and the improvement of consumption quality, the beauty economy has emerged, especially with the continuous improvement of purchasing power and medical technology for medical beauty products and services among Chinese female consumers, which has brought about sustained growth in the Chinese medical beauty industry. According to industry research reports, the compound annual growth rate of the medical beauty market exceeds 15%. From 2015 to 2022, the size of the Chinese medical beauty market increased from 63.7 billion yuan to 200 billion yuan. It is expected that the market size will exceed 350 billion yuan by 2025. From a global perspective, compared to the United States and South Korea, which have more mature medical aesthetics development, there is still great room for growth in the penetration rate of the Chinese medical aesthetics market. However, with the rapid development, market competition is becoming increasingly fierce. Strict policy regulation brings about compliance, rapid updates of upstream manufacturers' products bring about market changes, and diverse consumer demands bring about customer churn, all of which are problems faced by institutions. This article selects K medical beauty institution as the research object, applies the relevant knowledge and tools learned, analyzes the existing service marketing measures of the medical beauty institution, discovers its advantages and problems, and then conducts a systematic analysis of the service marketing strategy of K institution. Based on the analysis results, it proposes implementation guarantee measures for K medical institution. The first chapter is the introduction section, which mainly introduces the background and significance of the research, content and purpose, as well as the method and framework of the paper; Chapter 2 is a review of relevant concepts and theories, introducing the definition of medical beauty and the main theories used in research. At the same time, it provides a brief introduction to the current research status at home and abroad; Chapter 3 analyzes the service marketing environment of medical beauty, using analysis tools such as PEST, Five Forces Model, and SWOT. It is found that the medical beauty market is in a critical period of change, and K Company is facing opportunities and challenges; The fourth chapter proposes the current service marketing problems of K organization, which use questionnaire analysis to summarize the existing service marketing problems from the actual problems of K organization, thus triggering a systematic analysis of the strategy; Chapter 5 is the key chapter of this study. Firstly, an STP analysis was conducted on K institution, followed by a 7Ps analysis and finally a CRM analysis. The analysis found that the positioning of K institution's quality medical aesthetics is in line with the current medical aesthetics environment, and brand awareness has always been an advantage of K institution, but better marketing strategies are needed to strengthen it. This article summarizes the current well executed strategies of K organization, such as products, prices, promotions, and internal marketing. It is also found that K organization is in a weak position and needs to pay attention to strategies such as channels, processes, and tangible displays. In the analysis, this study systematically summarized the main ideas and methods of each marketing strategy of K organization. For weak strategies, it also proposed directions that other organizations should focus on, providing reference for K organization. When analyzing the current situation of customer relationship management in K organization, existing problems were identified and improvement suggestions were proposed. Chapter 6 proposes safeguard measures for K institution, focusing on advantageous brand positioning, more comprehensive marketing strategies, and marketing strategies that need to be improved. At the same time, this article also suggests that K institution build a learning organization to cope with the fiercely competitive and ever-changing medical beauty market environment; Chapter 7 summarizes the entire article, draws conclusions, summarizes the innovation and shortcomings of the article, and looks forward to the future of K institution. K Medical Institution is an established private hospital located in Tianjin. Its medical beauty services have multiple traditional medical beauty features and face classic problems of traditional medical beauty institutions. I hope this study can provide reference for this institution and also provide reference and assistance for more medical beauty enterprises.
查看全文：	预览  下载(下载需要进行登录)