| With the steady growth of China’s national disposable income,stimulated by the upgrading of consumption and the continuous enhancement of digital marketing,consumers’ requirements for their own image have also increased accordingly.The awareness of seeking beauty has also extended from the original service-oriented life beauty to medical beauty based on medical technology.Moreover,their awareness of beauty has been extended from service-based lifestyle beauty to medical technology-based medical beauty.The overall demand of consultation details are increasingly higher,which not only asking a highly skilled professional doctor and pursuing a good experience for the consumer.The new market environment has created new challenges and opportunities for Chinese medical aesthetic companies,which need to upgrade and optimism their marketing strategies to address the problems that exist and to provide both the expertise of doctors in public hospitals and the quality of service of private medical aesthetic institutions.This will enable the company to grow in an increasingly competitive market.Therefore,it is important to design a more reasonable service marketing plan for the company’s current situation and the existing market environment in order to achieve sustainable development.This paper takes HK Medical Aesthetics as the object of study,through a combination of domestic and international literature,questionnaires and interviews,and using the relevant service marketing mix theory as a guide,combined with the development of the medical aesthetic industry profile to conduct an in-depth study of HK Medical Aesthetics.We then analyze the macro environment,the internal environment and the competitive environment of the industry in which HK Medical Aesthetics is located using three tools,namely PEST,SWOT and the five forces model;then,we analyze and explore the difficulties in HK Medical Aesthetics’ current marketing strategy,organically consider the specific situation of the company around the various problems analyzed,and target and The project is based on the seven dimensions of physical display,treatment process,personnel,promotion,channels,prices and products,and finally decides on a marketing plan that meets the new market rules;based on the perfect marketing strategy to develop a suitable guarantee system for the implementation of the plan.Through the research and improvement of the marketing strategy of HK medical beauty company,this paper effectively puts forward targeted marketing strategy optimization for the company,which is conducive to enhance the core competitiveness and sustainable development of the enterprise in the medical beauty industry.At the same time,it also provides effective marketing strategy schemes for other small and medium-sized private medical beauty companies,and gives some reference to similar enterprises in the industry. |
