Research On Differentiation Strategy Of HM Institutions In Nanning

It is human nature to love beauty.With the improvement of the consumption power of Chinese residents,the "beauty economy" has grown blowout,giving birth to the rapid development of the medical beauty industry.In the face of huge market interests,a large number of investors have poured into the medical beauty industry,resulting in serious competition in the homogenized market.Coupled with the negative economic environment of the epidemic in recent years,how to propose optimization strategies for medical beauty institutions according to the current market situation to improve the consumer satisfaction level of medical beauty enterprises and promote the healthy development of the industry will become the focus of this study.In order to innovate the research perspective of medical plastic surgery and beauty enterprises,enrich the research system of the development strategy of the medical plastic surgery and beauty industry,and comprehensively improve the management and development level of the medical beauty industry in Guangxi and even the whole country,this paper takes Nanning HM Medical Beauty Institution,a representative comprehensive plastic surgery and beauty chain institution in Guangxi,as the research object,and conducts a comprehensive strategic analysis from the external environment to the internal governance with the help of SWOT analysis,PEST analysis,Porter’s five forces model and consumer satisfaction survey.Finally,combined with the analysis results and the development goals and positioning of enterprises,this paper attempts to formulate a differentiated strategy for HM medical cosmetology institutions in Nanning from the five perspectives of brand,product,talent,service and channel,aiming to create the brand characteristics of the institution,improve the differentiated satisfaction level of consumer groups,improve the social and economic benefits of the enterprise,and provide new ideas and methods for other enterprises in the medical cosmetology industry in Guangxi to improve their sustainable development ability.