HM美容医院微整形营销方案的优化和评价

发布时间：2018-02-24 15:40

本文关键词： 医疗美容营销方案优化层次分析法模糊综合评价法综合评价　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：在近二十年里,我国医疗美容整形行业发展迅速,国外的医美技术更加发达,在全球医美大环境下,愈加激烈的市场化竞争对医疗美容医院的项目运营和营销推广都提出更高的新要求。HM医疗美容医院是一家1994年成立于广州市的医疗美容整形专科医院,位处于天河CBD中心地区,经过20年的发展和沉淀,现已成为了广东省内最为知名的美容整形品牌机构,医院的发展定位以微整形(非手术美容为主)为主,在发展的过程中面临着激烈的市场竞争,营销推广投入产出比低等困境。本论文应用项目管理理论与方法,先对HM美容医院微整形项目现行的方案进行经济技术分析,找出微整形项目营销方案现存的问题,分析问题的原因和症结,设计盈利能力的提升措施,提出了三个微整形项目营销的优化方案的构想。为了选择最适合样本机构目前发展需要的营销方案,构建了微整形项目营销方案评价的指标体系,并应用层次分析法和模糊综合评价法,建立了营销方案的综合评价模型。最后,通过对三个微整形项目营销优化方案的综合评价,从中评选出一条最适合的优化方案,降低项目营销方案的决策风险,帮助HM美容医院微整形项目突破发展瓶颈,保持项目稳健的发展。目前,HM美容医院正采用本文中最优方案在实际工作中检验执行。选择合适的项目营销方案一直是企业保持长期竞争力的一种重要决策,正确的营销体系的创建和管理方案执行对其形成核心竞争力至关重要。本文的研究能给国内医美行业和企业在解决微整形项目营销推广方面提供一些参考和支持。
[Abstract]:In the past two decades, the medical cosmetic and plastic surgery industry in China has developed rapidly, and the medical and aesthetic technology in foreign countries has become more developed. In the global medical and aesthetic environment, The increasingly fierce market competition has put forward higher new requirements for the project operation and marketing promotion of medical and beauty hospitals. HM Medical Beauty Hospital is a medical cosmetic plastic specialist hospital established in Guangzhou in 1994, located in the center of Tianhe CBD. After 20 years of development and precipitation, it has become the most famous cosmetic plastic brand in Guangdong Province. The development orientation of the hospital is mainly micro-plastic surgery (non-surgical cosmetic). In the process of development, it faces fierce market competition. This paper applies the theory and method of project management to analyze the current scheme of microplastic project in HM beauty hospital, and find out the existing problems of the marketing scheme of microplastic project. This paper analyzes the causes and the crux of the problem, designs the measures to enhance profitability, and puts forward the idea of three marketing optimization schemes for microplastic projects. In order to select the most suitable marketing scheme for the current development needs of the sample organizations, The index system of marketing scheme evaluation of microplastic project is constructed, and the comprehensive evaluation model of marketing scheme is established by using analytic hierarchy process and fuzzy comprehensive evaluation method. Finally, the comprehensive evaluation of marketing optimization scheme of three microplastic projects is made. From the selection of one of the most suitable optimization program, reduce the project marketing project decision-making risk, help HM beauty hospital microplastic project breakthrough development bottleneck, At present, HM Beauty Hospital is using the best scheme in this paper to test and implement the project in practice. It is always an important decision for enterprises to maintain long-term competitive power by choosing the appropriate project marketing plan. The establishment of the correct marketing system and the implementation of the management scheme are of great importance to the formation of its core competitiveness. The research in this paper can provide some reference and support for domestic medical and American industries and enterprises in solving the micro-plastic project marketing promotion.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.5

【共引文献】