Research On Marketing Strategy Of YX Medical Cosmetology Hospital

China's medical beauty industry is developing rapidly,there is a huge market demand and broad prospects for development.According to statistics,the consumption level of the medical beauty market is increasing at an average annual rate of 12.9%,the annual output value of medical cosmetology related industry has exceeded 30 billion.Given the huge demand and higher earnings of the medical beauty market,more and more investors are starting to enter the industry,cause the market competition is intense.Therefore,how to formulate the marketing strategy of system science,how to improve market competitiveness,it becomes a problem to be solved by the medical cosmetology organization.YX medical cosmetology hospital is a medical cosmetology hospital with complete operation and management,in the medical cosmetology market has formed a certain level of competitiveness and popularity.The overall operating income of the hospital has always been rising,from 22 million 310 thousand yuan in 2012 to 38 million yuan in 2017.But in the overall sales revenue,75% of the business income comes from old customers,only 25% of the income is generated by new customers.it shows that the new market and new customers are not enough.It will bring adverse situation to future business development.Therefore,it is urgent to rely on its own advantages,adjust marketing strategy through precise market positioning,in order to improve the competitiveness of the market,this is of great significance to the future development of the hospital.This thesis will use PEST macro environment analysis method,michael porter's five forces competitive environment analysis method,SWOT analysis method to environmental analysis of YX medical cosmetology hospital.At the same time use the STP analysis hospital market segment,target market and market positioning is analyzed.Make the marketing strategy of the hospital,includes product strategy,price strategy,channel strategy and promotion strategy.Finally,according to the marketing strategy,make the later safeguard measure,includes construct an effective organizational structure,implementation cost control,strengthen the construction of sales team,in order to ensure the smooth implementation of the hospital marketing strategy.