A Research Of Xiamen "Fu Ben Tang" Chinese Medicine Therapy Service Company Strategy

With the rapid development of social economy, people’s health awareness has been enhanced, creating a broad market for health management industry, but the competition is also growing. To grasp the characteristics and laws of marketing, strengthen the research and management of marketing strategy is an important way to realize the long-term development of enterprises in the fierce competition. "Xiamen Fu Ben Tang" was founded in 2013, specializing in traditional Chinese medicine physical therapy services, provide accurate meridian conditioning for customers, as well as Chinese health culture comprehensive overall service. Under the continuous development of the health management market environment, In order to promote the sustainable development of enterprises, and to achieve good economic benefits, it is imperative to choose a scientific and rational marketing strategy, as well as establish a perfect marketing system.This article takes "Xiamen Fu Ben Tang" as the research object, On the basis of summarizing the research results of domestic and foreign experts and scholars, using marketing theory and strategic analysis tools, combined with China’s traditional Chinese medicine physical therapy market environment and marketing situation, The market marketing of "Xiamen Fu Ben Tang" is analyzed, and the existing problems and reasons in the existing marketing system are found out. At the same time, using the SWOT analysis to analyze the internal and external environment of "Xiamen Fu Ben Tang", and to find out the key factors influencing the enterprise’s strengths, weaknesses, opportunities and challenges. make the internal and external factors evaluation matrix analysis. on this basis,The marketing strategy, the formulation of the specific content of the implementation of the strategy and follow-up safeguards were put forward.According to selection and design the "Xiamen Fu Ben Tang" marketing strategy, on the one hand can improve the enterprise’s marketing ability, give full play to their competitive advantage, and vigorously promote the overall objectives and benefits of "Xiamen Fu Ben Tong"; on the other hand, can provide a reference for the development of China health industry as well as other similar enterprises.