Marketing Development Research Of GBS Cosmetic Surgery Hospital

AS we all know, cosmetic surgery has become a new industry, the surgery ratio of U.S.A., Japan and Korea is around twice as much as China’s. With continuous development of China’s reform and opening-up policy, continuous improvement of people’s living standards, cosmetic surgery springs up like bamboo shoots after a spring rain.GBS cosmetic surgery hospital since its establishment, rely on its own group’s powerful strength and the tireless efforts of management operation team, has become a relative known rising star in the industry.Through reading and studying the theory of marketing strategy, documentation and plenty of academic papers regarding cosmetic surgery, I started understanding basic conception of marketing management theories. In this thesis, I analyzed GBS cosmetic surgery hospital’s present marketing mode by combining relevant marketing theories with empirical research, to put up with a new marketing strategy, and evaluate its’ feasibility. First of all, on analysis of cosmetic surgery industry’s current situation and development trend, to find that there’s a sharp increase in the number of cosmetic surgery organizations. The whole industry is more developed, the equipment is more advanced and the using material is more secure. Meanwhile, industry competition intensified, private cosmetic surgery institutions grown rapidly, brand cosmetic agency is leading the whole industry trend. Secondly, analyze the general and competitive environment of the GBS cosmetic surgery hospital, and on this basis to subdivide its market, finally to determine the market target and the market positioning. Then propose a suited marketing strategy for the GBS cosmetic surgery hospital. Finally, put forward the potential risk might have in the process of executing the GBS cosmetic surgery hospital’s marketing strategy and propose the corresponding countermeasures.Thesis research results indicates that if GBS cosmetic surgery hospital wants to resolve problems of low efficiency marketing, single mode marketing, low customer loyalty and have more loses than profits, etc, they must change the original marketing mode into internet marketing mode, to re-sort hospital’s organization structure, make department division clearly, re-design product line composition, perfect customer-service system, finally to meet customer’s demands and breakthrough the development bottleneck of the GBS cosmetic surgery hospital.