Q美容医院渠道创新战略研究
发布时间：2018-11-24 20:42
【摘要】：本文从Q美容医院的生存困境和发展瓶颈入手,围绕如何着眼于长远建立核心竞争优势,以及规避监管风险、规范营销行为、实现高效推广等现实问题展开探讨,在对其营销渠道进行SWOT系统分析的基础上,推导出适合其可持续发展需要的渠道创新战略,并明确战略实施的策略支持,详尽阐述该战略的施行方案及控制思路。本研究打破了学界以往对美容医院渠道体系的偏面认识和拘泥于仅从营销层面进行分析、设计和评价的传统研究路径,而是在对传统模式以及医疗美容行业发展新形势进行深入分析的基础上,从医院战略的高度重新审视4P变量中的渠道因素。本文主张渠道作为一项战略资源,从根本上关乎Q医院的生存与发展,因而对于锻造其核心竞争力至关重要。当传统营销渠道体系不能解决其当下面临的违规广告风险、营销效率低下、财务压力增大、业绩瓶颈凸显等诸多问题时,对营销渠道的战略性创新重建是一项有益的探索。基于此,文中对Q医院营销渠道的长度、宽度及广度结构进行了分析,试图通过引入区域独家代理商增加渠道长度,改变渠道宽度,以期降低Q医院的渠道开发与管理成本,实现渠道资源净化和风险控制的目的,在化解传统渠道开发运作的五大难题的同时,可形成排他性和领先优势,对于目前处于“红海”之中的Q医院而言,具有长效的理念引导和实务操作价值。
[Abstract]:Starting with the survival dilemma and development bottleneck of Q Beauty Hospital, this paper discusses how to set up the core competitive advantage in the long run, avoid the supervision risk, standardize the marketing behavior, and realize the efficient promotion, and so on. On the basis of the SWOT system analysis of its marketing channel, this paper deduces the channel innovation strategy suitable for its sustainable development needs, and clarifies the strategic support for the implementation of the strategy, and expounds in detail the implementation scheme and control ideas of the strategy. This research has broken the traditional research path that the academic circles used to analyze, design and evaluate the channel system of beauty hospitals only from the marketing level. On the basis of deeply analyzing the traditional mode and the new development situation of medical beauty industry, the channel factors in the 4P variable are re-examined from the height of hospital strategy. This paper argues that as a strategic resource, channel is essential to the survival and development of Q hospital, so it is very important to forge its core competitiveness. When the traditional marketing channel system can not solve the current problems such as illegal advertising risks, low marketing efficiency, increased financial pressure, performance bottlenecks, etc., it is a useful exploration to reconstruct the strategic innovation of marketing channels. Based on this, this paper analyzes the length, width and breadth structure of Q hospital's marketing channel, and tries to increase the channel length and change the channel width by introducing the regional exclusive agent in order to reduce the channel development and management cost of Q hospital. In order to realize the purpose of channel resource purification and risk control, we can solve the five difficult problems in the development and operation of traditional channels, and at the same time form an exclusive and leading advantage. For the Q hospital, which is currently in the "Red Sea", Has the long-term effect idea guidance and the practical operation value.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：R197.3
本文编号：2354982
[Abstract]:Starting with the survival dilemma and development bottleneck of Q Beauty Hospital, this paper discusses how to set up the core competitive advantage in the long run, avoid the supervision risk, standardize the marketing behavior, and realize the efficient promotion, and so on. On the basis of the SWOT system analysis of its marketing channel, this paper deduces the channel innovation strategy suitable for its sustainable development needs, and clarifies the strategic support for the implementation of the strategy, and expounds in detail the implementation scheme and control ideas of the strategy. This research has broken the traditional research path that the academic circles used to analyze, design and evaluate the channel system of beauty hospitals only from the marketing level. On the basis of deeply analyzing the traditional mode and the new development situation of medical beauty industry, the channel factors in the 4P variable are re-examined from the height of hospital strategy. This paper argues that as a strategic resource, channel is essential to the survival and development of Q hospital, so it is very important to forge its core competitiveness. When the traditional marketing channel system can not solve the current problems such as illegal advertising risks, low marketing efficiency, increased financial pressure, performance bottlenecks, etc., it is a useful exploration to reconstruct the strategic innovation of marketing channels. Based on this, this paper analyzes the length, width and breadth structure of Q hospital's marketing channel, and tries to increase the channel length and change the channel width by introducing the regional exclusive agent in order to reduce the channel development and management cost of Q hospital. In order to realize the purpose of channel resource purification and risk control, we can solve the five difficult problems in the development and operation of traditional channels, and at the same time form an exclusive and leading advantage. For the Q hospital, which is currently in the "Red Sea", Has the long-term effect idea guidance and the practical operation value.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：R197.3
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