上海懿心堂营销策略研究

发布时间：2018-09-11 19:14

【摘要】：随着经济的持续发展和人民生活水平的提高,公众对健康和养生保健愈发重视,这给新兴的健康产业带来巨大的市场潜力。传统的中医推拿按摩可以有效地消除身心疲惫、调节机体生理状况、改善人体的亚健康状态,中医推拿凭借独特的优势在养生保健领域有一定的地位。上海亦心健康管理咨询有限公司是一家以中医推拿为基础的健康管理咨询公司,经过近一年的成长与发展,旗下品牌懿心堂已经成为了沪上保健服务行业一颗冉冉升起的新星。然而,由于行业竞争激烈以及消费需求的快速变化,懿心堂需要不断调整市场定位和营销手段,才能够保持长久的竞争优势。在宏观环境、竞争环境、微观环境分析的基础上,运用SWOT分析法探讨了懿心堂(南方商城店)的优劣势和面临的机会及威胁,建议懿心堂定位于“为消费者提供最专业化的推拿服务”,采用WO战略,利用外部的环境机会来改进企业内部的劣势。通过市场调研的方法,研究中医养生馆消费者的消费特征以及不同消费群体在购买行为上存在的差异性。借助营销STP理论细分市场重新定位,明确了21-35岁的休闲健康客、36-50岁的高端品质客、注重身体调理的女性这三个细分市场作为目标市场,从而对懿心堂(南方商城店)的市场营销策略提出建议,希望通过营销策略的优化能更好地满足消费者的需求,让懿心堂在消费者心目中树立良好的品牌形象,在激烈的市场竞争中保持长久的竞争优势,进一步持续快速的发展。
[Abstract]:With the sustainable development of economy and the improvement of people's living standard, the public pay more and more attention to health and health care, which brings great market potential to the emerging health industry. Traditional Chinese massage can effectively eliminate physical and mental fatigue, adjust the body's physiological conditions, improve the body's sub-health status. Traditional Chinese massage has a certain position in the field of health care by virtue of its unique advantages. Shanghai Yixin Health Management Consulting Co., Ltd. is a health management consulting company based on traditional Chinese medicine massage. After nearly a year of growth and development, its brand Yi Xintang has become a rising star in the health care industry in Shanghai. However, due to the fierce competition in the industry and the rapid changes in consumer demand, Yi Xintang needs to constantly adjust the market positioning and marketing means in order to maintain a long-term competitive advantage. Based on the analysis of macro environment, competitive environment and micro environment, this paper discusses the advantages and disadvantages, opportunities and threats of Yi Xintang (Southern Mall Store) by using SWOT analysis method. It is suggested that Yi Xintang should position itself as "providing the most specialized massage service for consumers", adopt WO strategy, and take advantage of external environmental opportunities to improve the inferiority within the enterprise. Through the method of market research, this paper studies the consumer's consumption characteristics and the difference of purchasing behavior among different consumer groups. With the help of the marketing STP theory to reposition the market segment, this paper defines the three segments of the leisure health customer aged 21-35 years as the target market, the high-end quality customer aged 36-50 years, and the women who pay attention to the body care, as the target market. In order to put forward some suggestions on the marketing strategy of Yi Xintang (Southern Mall Store), it is hoped that the optimization of marketing strategy can better meet the needs of consumers, and let Yi Xintang set up a good brand image in the eyes of consumers. In the fierce market competition to maintain a long-term competitive advantage, further sustained and rapid development.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：R197.6;F274

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