本文選題：營(yíng)銷(xiāo)策略 + 醫(yī)療美容產(chǎn)品��； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：近年來(lái),醫(yī)療美容行業(yè)發(fā)展迅速,醫(yī)療美容產(chǎn)品逐漸被大眾熟知。然而隨著市場(chǎng)競(jìng)爭(zhēng)壓力的逐漸擴(kuò)大,各大醫(yī)療美容產(chǎn)品生產(chǎn)經(jīng)銷(xiāo)商受到的挑戰(zhàn)也愈發(fā)猛烈,在此種語(yǔ)境之下探討美容產(chǎn)品公司營(yíng)銷(xiāo)策略問(wèn)題顯得尤為重要。A公司作為近些年美容產(chǎn)品經(jīng)銷(xiāo)行業(yè)中的佼佼者,在經(jīng)過(guò)管理運(yùn)營(yíng)團(tuán)隊(duì)和醫(yī)療技術(shù)人員的共同努力下,在行業(yè)內(nèi)形成了良好的企業(yè)形象,但由于近來(lái)部分新品牌的進(jìn)駐,其市場(chǎng)份額在某些地區(qū)被擠壓,并隨著時(shí)間推移公司內(nèi)部問(wèn)題愈發(fā)明顯,在此背景之下,有必要從公司營(yíng)銷(xiāo)策略著手,以期提高A公司產(chǎn)品的市場(chǎng)容量。文章在對(duì)現(xiàn)有文獻(xiàn)進(jìn)行梳理總結(jié)的基礎(chǔ)上,結(jié)合4P、4Cs等營(yíng)銷(xiāo)策略理論與STP戰(zhàn)略分析工具,通過(guò)計(jì)量方法對(duì)A公司醫(yī)療美容產(chǎn)品在中國(guó)市場(chǎng)的營(yíng)銷(xiāo)現(xiàn)狀、問(wèn)題及影響戰(zhàn)略提升路徑進(jìn)行細(xì)致研究。首先,從客戶(hù)概況、營(yíng)銷(xiāo)模式、產(chǎn)品促銷(xiāo)三個(gè)方面對(duì)A公司醫(yī)療美容產(chǎn)品營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了說(shuō)明,分析發(fā)現(xiàn)A公司產(chǎn)品銷(xiāo)售主要集中在東部、中部、西部經(jīng)濟(jì)發(fā)展水平較高的地區(qū),消費(fèi)群體在性別、年齡結(jié)構(gòu)、收入領(lǐng)域等方面表現(xiàn)多元化的趨勢(shì);在A公司迅速發(fā)展的過(guò)程中,在廣告宣傳、市場(chǎng)定位、醫(yī)患溝通等方面存在問(wèn)題,制度環(huán)境改善與競(jìng)爭(zhēng)環(huán)境日益激烈是A公司的機(jī)遇與挑戰(zhàn)。進(jìn)一步地,文章以行業(yè)宏觀環(huán)境和微觀競(jìng)爭(zhēng)環(huán)境為基礎(chǔ),以STP戰(zhàn)略分析為脈絡(luò),在結(jié)合具體數(shù)據(jù)的基礎(chǔ)上,使用描述性分析與實(shí)證分析兩種方式對(duì)A公司產(chǎn)品銷(xiāo)售的影響因素等進(jìn)行分析。STP戰(zhàn)略分析結(jié)果表明,整體而言人口規(guī)模與農(nóng)村人均收入對(duì)A公司產(chǎn)品銷(xiāo)量的影響顯著為負(fù),城鄉(xiāng)居民可支配收入對(duì)其存在正影響。但是這種因果關(guān)系在空間上存在一定差別,因此A公司應(yīng)該將重心投放到東部市場(chǎng),并進(jìn)一步挖掘中西部市場(chǎng)潛能。最后,根據(jù)A公司醫(yī)療美容產(chǎn)品市場(chǎng)營(yíng)銷(xiāo)存在問(wèn)題及STP戰(zhàn)略分析結(jié)果,從消費(fèi)者策略、產(chǎn)品便利策略、促銷(xiāo)策略、溝通策略等四個(gè)方面制定了 A公司醫(yī)療美容產(chǎn)品市場(chǎng)營(yíng)銷(xiāo)策略組合,并提出A公司醫(yī)療美容產(chǎn)品營(yíng)銷(xiāo)策略的保障措施,最后對(duì)營(yíng)銷(xiāo)策略進(jìn)行效果進(jìn)行預(yù)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.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F416.7

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