A公司医疗美容产品营销策略研究

发布时间：2018-06-20 02:05

本文选题：营销策略 + 医疗美容产品　；参考：《北京交通大学》2017年硕士论文

【摘要】：近年来,医疗美容行业发展迅速,医疗美容产品逐渐被大众熟知。然而随着市场竞争压力的逐渐扩大,各大医疗美容产品生产经销商受到的挑战也愈发猛烈,在此种语境之下探讨美容产品公司营销策略问题显得尤为重要。A公司作为近些年美容产品经销行业中的佼佼者,在经过管理运营团队和医疗技术人员的共同努力下,在行业内形成了良好的企业形象,但由于近来部分新品牌的进驻,其市场份额在某些地区被挤压,并随着时间推移公司内部问题愈发明显,在此背景之下,有必要从公司营销策略着手,以期提高A公司产品的市场容量。文章在对现有文献进行梳理总结的基础上,结合4P、4Cs等营销策略理论与STP战略分析工具,通过计量方法对A公司医疗美容产品在中国市场的营销现状、问题及影响战略提升路径进行细致研究。首先,从客户概况、营销模式、产品促销三个方面对A公司医疗美容产品营销现状进行了说明,分析发现A公司产品销售主要集中在东部、中部、西部经济发展水平较高的地区,消费群体在性别、年龄结构、收入领域等方面表现多元化的趋势;在A公司迅速发展的过程中,在广告宣传、市场定位、医患沟通等方面存在问题,制度环境改善与竞争环境日益激烈是A公司的机遇与挑战。进一步地,文章以行业宏观环境和微观竞争环境为基础,以STP战略分析为脉络,在结合具体数据的基础上,使用描述性分析与实证分析两种方式对A公司产品销售的影响因素等进行分析。STP战略分析结果表明,整体而言人口规模与农村人均收入对A公司产品销量的影响显著为负,城乡居民可支配收入对其存在正影响。但是这种因果关系在空间上存在一定差别,因此A公司应该将重心投放到东部市场,并进一步挖掘中西部市场潜能。最后,根据A公司医疗美容产品市场营销存在问题及STP战略分析结果,从消费者策略、产品便利策略、促销策略、沟通策略等四个方面制定了 A公司医疗美容产品市场营销策略组合,并提出A公司医疗美容产品营销策略的保障措施,最后对营销策略进行效果进行预估。
[Abstract]:In recent years, the medical beauty industry has developed rapidly, medical beauty products are gradually known to the public. However, with the increasing competitive pressure in the market, the major medical and beauty products manufacturers are facing more and more fierce challenges. In this context, it is particularly important to discuss the marketing strategy of beauty products companies. A company, as a leader in the beauty products distribution industry in recent years, has made joint efforts by the management and operation team and medical technicians. Has formed a good corporate image in the industry, but due to the recent arrival of some new brands, its market share has been squeezed in some areas, and over time the company's internal problems become more obvious, in this context, It is necessary to start with company marketing strategy in order to improve the market capacity of company A products. On the basis of combing and summarizing the existing literature, combined with the marketing strategy theory of 4PX 4Cs and STP strategy analysis tool, this paper analyzes the current marketing situation of A company's medical beauty products in China by metrological method. The problem and the influence strategy promotion path carries on the detailed research. First of all, from three aspects of customer profile, marketing model and product promotion, the paper explains the current situation of A company's medical and beauty products marketing, and finds that A company's product sales are mainly concentrated in the east and the middle. In the areas with a higher level of economic development in the western region, the consumer groups show a trend of diversification in gender, age structure, income field, etc. In the process of rapid development of company A, they are in the process of advertising, marketing, and positioning. There are problems in communication between doctors and patients, and the improvement of institutional environment and the increasingly fierce competition environment are the opportunities and challenges of company A. Furthermore, based on the industry macro environment and micro competition environment, the article takes STP strategic analysis as the context, on the basis of the combination of specific data, Using descriptive analysis and empirical analysis to analyze the influencing factors of A company's product sales. The results of STP strategic analysis show that the overall population size and rural per capita income have significantly negative effects on A company's product sales. The disposable income of urban and rural residents has a positive effect on their existence. But this causality is different in space, so company A should focus on the eastern market and further tap the market potential of the central and western regions. Finally, according to the problems in the marketing of medical and beauty products in company A and the results of STP strategy analysis, from consumer strategy, product convenience strategy, promotion strategy, The marketing strategy combination of medical beauty products of company A is formulated in four aspects such as communication strategy, and the safeguard measures of medical beauty product marketing strategy of company A are put forward. Finally, the effect of marketing strategy is estimated.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.7

【参考文献】