發(fā)布時(shí)間：2018-02-24 15:40

  本文關(guān)鍵詞： 醫(yī)療美容 營(yíng)銷方案優(yōu)化 層次分析法 模糊綜合評(píng)價(jià)法 綜合評(píng)價(jià)　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在近二十年里,我國(guó)醫(yī)療美容整形行業(yè)發(fā)展迅速,國(guó)外的醫(yī)美技術(shù)更加發(fā)達(dá),在全球醫(yī)美大環(huán)境下,愈加激烈的市場(chǎng)化競(jìng)爭(zhēng)對(duì)醫(yī)療美容醫(yī)院的項(xiàng)目運(yùn)營(yíng)和營(yíng)銷推廣都提出更高的新要求。HM醫(yī)療美容醫(yī)院是一家1994年成立于廣州市的醫(yī)療美容整形�？漆t(yī)院,位處于天河CBD中心地區(qū),經(jīng)過20年的發(fā)展和沉淀,現(xiàn)已成為了廣東省內(nèi)最為知名的美容整形品牌機(jī)構(gòu),醫(yī)院的發(fā)展定位以微整形(非手術(shù)美容為主)為主,在發(fā)展的過程中面臨著激烈的市場(chǎng)競(jìng)爭(zhēng),營(yíng)銷推廣投入產(chǎn)出比低等困境。本論文應(yīng)用項(xiàng)目管理理論與方法,先對(duì)HM美容醫(yī)院微整形項(xiàng)目現(xiàn)行的方案進(jìn)行經(jīng)濟(jì)技術(shù)分析,找出微整形項(xiàng)目營(yíng)銷方案現(xiàn)存的問題,分析問題的原因和癥結(jié),設(shè)計(jì)盈利能力的提升措施,提出了三個(gè)微整形項(xiàng)目營(yíng)銷的優(yōu)化方案的構(gòu)想。為了選擇最適合樣本機(jī)構(gòu)目前發(fā)展需要的營(yíng)銷方案,構(gòu)建了微整形項(xiàng)目營(yíng)銷方案評(píng)價(jià)的指標(biāo)體系,并應(yīng)用層次分析法和模糊綜合評(píng)價(jià)法,建立了營(yíng)銷方案的綜合評(píng)價(jià)模型。最后,通過對(duì)三個(gè)微整形項(xiàng)目營(yíng)銷優(yōu)化方案的綜合評(píng)價(jià),從中評(píng)選出一條最適合的優(yōu)化方案,降低項(xiàng)目營(yíng)銷方案的決策風(fēng)險(xiǎn),幫助HM美容醫(yī)院微整形項(xiàng)目突破發(fā)展瓶頸,保持項(xiàng)目穩(wěn)健的發(fā)展。目前,HM美容醫(yī)院正采用本文中最優(yōu)方案在實(shí)際工作中檢驗(yàn)執(zhí)行。選擇合適的項(xiàng)目營(yíng)銷方案一直是企業(yè)保持長(zhǎng)期競(jìng)爭(zhēng)力的一種重要決策,正確的營(yíng)銷體系的創(chuàng)建和管理方案執(zhí)行對(duì)其形成核心競(jìng)爭(zhēng)力至關(guān)重要。本文的研究能給國(guó)內(nèi)醫(yī)美行業(yè)和企業(yè)在解決微整形項(xiàng)目營(yíng)銷推廣方面提供一些參考和支持。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：R197.5

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