The Study Of Marketing Strategy For W Plastic Surgery Hospital

The demand is huge in medical aesthetics with great potentials due to rapid economy growth in China,which makes this industry highly lucrative.However,the rapid expansion and the huge profit have attracted numerous capital influx into the medical beauty industry.The industry has been rapidly expanding and the market has reached saturation point.At the same time,more and more chaos are commonly seen in the industry.Consequently,the competition become fiercer and the image and reputation of the industry is deteriorating.Therefore,it is urgent for the medical beauty institutions to establish a good public praise and enhance their enterprise competitiveness in the market.In response to this problem,the strategy of scientific system guides enterprises in all aspects of marketing activities is becoming more and more important.This paper is based on the background above.This organization is a large chain of organizations in central China with good reputation and popularity in the industry,and is becoming one the best clinics with exponential growth in two consecutive years.Which makes it typical and representative to choose it as the research object.This study bases on PEST analysis model and the other strategic tools.First,combine PEST and Porter’s five forces model to systematically elaborate on the political,economic,social,technical,and other industry environment and competitive situation of W Plastic Surgery Hospital,and then analyze the customer psychology,behavior,consumption preferences and other aspects of W Plastic Surgery Hospital.At the same time,the internal environment of W Hospital is analyzed in terms of the hospital’s existing products,prices,channels,and promotion methods.Secondly,use the SWOT model to analyze the advantages and disadvantages,threats,and opportunities of W Plastic Surgery Hospital,and establish a matrix to obtain SO,ST,WO,WT strategies,and select the growth strategy(SO strategy)as W Plastic Surgery Hospital through comparative analysis long-term strategic direction.Finally,based on the above analysis,optimize,and improve the marketing strategy of W Plastic Surgery Hospital,in order to increase the core competitiveness of the enterprise,and propose scientific and effective measures to ensure the smooth implementation and effect of the marketing strategy.