G Private Medical Beauty Hospital Competitive Strategy Selection And Implementation

In recent years,with the development of the domestic economy and the improvement of the national income level,people’s demand for the "face value economy" represented by medical cosmetology has increased significantly,which has brought opportunities for the rapid development of the medical beauty industry.At the same time,due to the strong demand in the medical beauty industry,it has also attracted a large number of investors to enter into the market.However,the rapid growth of the capacity also led to increasingly fierce competition in the industry.It can be seen that changes in the market are both opportunities and challenges for the development of medical beauty hospitals.This thesis focuses on the development of the medical beauty industry,takes the small and medium-sized private medical beauty hospital as the research object,combines the current situation and problems of the hospital’s operation and development,analyzes the background of changes in the external environment of the market,and studies how the G private medical beauty hospital(hereinafter referred to as G)develops and adjusts competition by formulating and adjusting the competition.Various methods and specific strategies to reshape the competitive advantage and maintain the sustainable development of the hospital.On the basis of collecting and sorting out a large number of relevant operating data and consumer data of G,this thesis uses literature research,case study and system analysis.Firstly,the PEST and Porter’s five forces model are adopted to analyze the external environment of G,and then conclude that G is facing external opportunities and threats as well;and then analyze the internal resources and internal capabilities of G combined with the SWOT analysis model.Based on the advantages and disadvantages of the G hospitals,through qualitative analysis,two alternative competition strategies of G are suggested,which are centralized differentiation competition strategy and centralized cost leadership competition strategy;according to the QSPM matrix expert group scoring results,and finally recommended that G may choose the centralized and differentiated competition strategy.Implement differentiated competition strategies from four aspects: medical beauty projects,service experience,marketing system,and brand building,and ensure centralized differences from five aspects: corporate culture,organizational structure adjustment,human resources,IT technology and financial management,to implement the competitive strategy.This thesis takes G as the research object,and analyzes the formulation and practical application of competitive strategy.The research results can not only provide guidance for the competitive strategy of G private medical beauty hospital,but also can be referenced by other similar enterprises in the medical beauty industry.