【摘要】：隨著經(jīng)濟的持續(xù)發(fā)展和人民生活水平的提高,公眾對健康和養(yǎng)生保健愈發(fā)重視,這給新興的健康產(chǎn)業(yè)帶來巨大的市場潛力。傳統(tǒng)的中醫(yī)推拿按摩可以有效地消除身心疲憊、調(diào)節(jié)機體生理狀況、改善人體的亞健康狀態(tài),中醫(yī)推拿憑借獨特的優(yōu)勢在養(yǎng)生保健領(lǐng)域有一定的地位。上海亦心健康管理咨詢有限公司是一家以中醫(yī)推拿為基礎(chǔ)的健康管理咨詢公司,經(jīng)過近一年的成長與發(fā)展,旗下品牌懿心堂已經(jīng)成為了滬上保健服務(wù)行業(yè)一顆冉冉升起的新星。然而,由于行業(yè)競爭激烈以及消費需求的快速變化,懿心堂需要不斷調(diào)整市場定位和營銷手段,才能夠保持長久的競爭優(yōu)勢。在宏觀環(huán)境、競爭環(huán)境、微觀環(huán)境分析的基礎(chǔ)上,運用SWOT分析法探討了懿心堂(南方商城店)的優(yōu)劣勢和面臨的機會及威脅,建議懿心堂定位于“為消費者提供最專業(yè)化的推拿服務(wù)”,采用WO戰(zhàn)略,利用外部的環(huán)境機會來改進企業(yè)內(nèi)部的劣勢。通過市場調(diào)研的方法,研究中醫(yī)養(yǎng)生館消費者的消費特征以及不同消費群體在購買行為上存在的差異性。借助營銷STP理論細分市場重新定位,明確了21-35歲的休閑健康客、36-50歲的高端品質(zhì)客、注重身體調(diào)理的女性這三個細分市場作為目標(biāo)市場,從而對懿心堂(南方商城店)的市場營銷策略提出建議,希望通過營銷策略的優(yōu)化能更好地滿足消費者的需求,讓懿心堂在消費者心目中樹立良好的品牌形象,在激烈的市場競爭中保持長久的競爭優(yōu)勢,進一步持續(xù)快速的發(fā)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.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：R197.6;F274

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