Research On Marketing Strategy Of BM Plastic Surgery Hospital Changbai Branch

In recent years,with the continuous improvement of China’s national economic level,people’s demand for the United States has gradually increased.In the past five years,the compound annual growth rate of China’s medical plastic and cosmetic market has reached 20%-30%.According to frost Sullivan’s data,in 2018,the total revenue of the medical beauty service industry reached 121.7 billion yuan,and China has become the second largest medical beauty market after the United States.With the increasing market demand,the number of plastic surgery institutions in China is growing rapidly,and the plastic surgery industry is becoming increasingly competitive.As the first regular channel plastic surgery institution in Shengjing,Changbai branch of BM plastic surgery hospital is facing some problems,such as the increase of competitors,the decrease of market share,and the decrease of the number of cooperative stores.The purpose of this paper is to explore the marketing strategy of Changbai branch of BM plastic surgery hospital.Starting from the development history of China’s medical cosmetology in the past decade and the increasing acceptance of plastic surgery by consumers,the background and significance of this paper are described from the aspects of macro-economy,industry development prospects and the development process of Changbai branch of BM plastic surgery hospital.At the same time,PEST analysis method is used to analyze the medical beauty market in Liaoning Province;the internal environment of the hospital is analyzed from four aspects:human resources,medical technology,organizational structure and corporate culture;Porter’s five forces model is used to analyze the competition of Liaoning channel plastic beauty market,and the customer demand of Liaoning plastic beauty market is analyzed according to the collected data,and then Get SWOT analysis matrix of Changbai branch of BM plastic surgery hospital.Through the SWOT matrix analysis of the Changbai branch of BM plastic surgery hospital,it is concluded that the Changbai branch of BM plastic surgery hospital should adopt so strategy in the future medical beauty market competition.Finally,combined with STP theory and 7PS theory,we will create a special marketing plan for Changbai branch of BM plastic surgery hospital.In order to make the marketing strategy can be effectively implemented in Changbai branch of BM plastic surgery hospital,this paper elaborates from five aspects:product quality assurance,personnel assurance,marketing channel assurance,promotion policy assurance and after-sales service assurance to ensure the smooth implementation of marketing strategy.