市场营销英文

1、YIHAN Medical Cosmetic surgeryMarketing Planning 小组成员：毕晓旭小组成员：毕晓旭 兰婷婷兰婷婷 陈俊贤陈俊贤 李敖旸李敖旸 颜其进颜其进 蒲思齐蒲思齐 谢航军谢航军 吴昊吴昊 周恒通周恒通1.Marketing environment analysis.nPoliticnEconomynSocietynTechnicalnIndustrynProductnCompetitionnLocal major competitors：nLAIYIN (Zhuhai) cosmetic surgery hospitalnMEHAN Medical Bea

2、utynZhuhai PINGAN Plastic Surgery CenternZhuhaiMacao medical cosmetic plastic surgery clinicn Zhuhai Kowloon Cosmetic surgery Hospital nZhuhai Luda Orthopaedic HospitalnFang Hua Cosmetic surgerynHui Ai Hospital plastic surgery centernKorean Plastic surgery counseling centers in ZhuhainZhuhai YANGGUA

3、NG Hospital plastic surgery centernConsumernThe age composition:According to a sample survey of business data,consumers in the Cosmetic surgery medicine,women accounted for more than 96%.23 years old 45% 24-30 years old 28.7%n31-40 years 20% 41-50 years, 5% 1.3% over 50 years.Consumption surgery Ite

4、m structure: 8% of major surgery,92% of minor surgery .n On the whole, the main target consumer group of 20-34 year-old female, the span of age is 14 years.Secondary target consumer group is 35-44 years old, The span of age is 9 years old.2、SWOT AnalyseAdvantagenGeographical advantage：Zijing Road No

5、. 226, Xiangzhou District, Zhuhai city, the geographical position is superior; the traffic is convenient.No.4, No.5, No.10A, No.10, No.11, No.13, No.16, No.32, No.55 bus pass.nPrice advantage：Our center with the project fees compared to the competitors cost around 20%nFinancial advantage：he strong e

6、xpectation of long-term development of enterprises，for the timely payment request is not high, a slow steady brand construction use，and the opportunity from the public point of brand reputation, to avoid the risk of industry experience of social public opinion caused by.DisadvantagenStart disadvanta

7、ge: Our center formally put into operation in the market for a short time. In the aspect of brand awareness is far lower than the competitors over the years accumulated marketing public relations. “YiHan” Management Limited Company is lack of mature operation experience of plastic surgery market, op

8、erating mostly stay in the market in early stage.nGeneralized disadvantage: Limited to the relevant system, our center is limited to form of the advertising promotion.nInternal disadvantage: Our center in the medical service, medical process, and employee discipline has a certain gap with competitor

9、s.nHardware disadvantage：In the ward conditions, equipment, office facilities have a certain gap with competitors.nPersonnel disadvantage: After the management and staff reorganization, we face the running in period, it will cause certain influence to work efficiency. The doctor less, the overall qu

10、ality of service personnel should be improved, equipment is backward and incomplete. Social resources shortage and lack of talents.OpportunitynZhuhai convenient transportation has the advantage of location advantage and the talent aggregation strategy development.nAt present the main competitors to

11、compete in the media placement is still concentrated in the mass media, such as newspapers, television, outdoor and so on, the lack of new media and Focus, a small minority media; lack of ground promotion activities; currently the cosmetology market lack of the real brand, few organizations can dig

12、deep connotation of the brand,nZhuhai near Macao, the entertainment economy developed, open minded, easy to accept the new strange special marketing plans.nFace relatively minor profit less competitive than major surgery, and is convenient for word-of-mouth communication and ground marketing, to fac

13、ilitate promote the image and combined with the advantages of “YiHan”nCosmetic consumption continued to look good, the potential market in the future there is still much room for growth.nSome competitors while performance is good, but most of them remain in the product technology and expert speculat

14、ion, brand management are the soft underbelly of this market.nWith the media exposure some negative about the cosmetology market, the government will likely be a large-scale reorganization of the medical advertising , therefore, companies need as soon as possible to reduce the absolute dependence on

15、 media advertising, continued to improve the quality of the operation (products) and to participate in public welfare, public relations activities to build brand reputation, through multiple channels, providing a variety of services to enhance brand development loyalty to work, to avoid business ris

16、ks.ThreatnThe rapid rise of the same brand, a shrinking share of the market.nCelebrity endorsements and transgender speculation has serious flooding, cannot cause the social attention, need to find a new bright spot.nFor “YiHan” get into the market, competitors had heard and made full preparations,

17、may put on the market, and cause market confusion on the bargains.nPlastic surgery industry homogenization degree is increasing, no highlights to speak.nInter industry malicious competition, mutual slander, attack. The result is the ultimate cause serious homogenization of market competition in the

18、low-level, damage the legitimate interests of consumers, consumers generally lack confidence, evaluation of the entire industry is poor, the loss of enterprise strategic development opportunities3 3、Marketing StrategyMarketing Strategy n1、creating the company brand management：n1、1 YIHANs mission：nFo

19、r customersnFor StaffnFor Communityn1、2 YIHANs service standardsn5s platinum standard：nSmilenSinceritynSpecialitynSecuritynSuper Valuen1、3 YIHANservices：nMainly to Facial micro plastic and personal image design,cosmetology,makeup and so onn2 2、corporate corporate philosophy and philosophy and cultur

20、al constructioncultural construction 2 2、1 1 philosophyphilosophy 2 2、2 2 culturalculturaln2.2.1 YIHUANs Beauty ValuesnLove Beauty is a positive attitude towards life, beauty is a quality of lifen2.2.2YIHANs business conceptnSmall victory by wisdom, victory by moralityn3、the companys trends：n3、1 Tar

21、get Market：nYIHAN based in Zhuhai market,Supported by the surrounding major cities and radiation PRD.n3、2 Directions：n YIHAN should seize the lack of competitors.For example,brand strategy planning,scientific marketing model,service and advocacy opportunities.YIHANs main business is the technology o

22、f Facial plastic surgery.The way of marketing have advertising, promotion, public relations, community interaction, running magazines and so on.4、Crowd positioningItemsConsumerResidenceMainly to ZhuHai、FoShan、ZhongShan、JiangMen Supplemented by other cities in the province；Supplemented by the surroun

23、ding provinces.Census registerMainly to Non-household population，More than 2 years of continuous residence；Supplemented by local permanent residents；AgeConsumer customers as 23-38 years oldEducation levelMore than high schoolProfessionBusiness womanA：Business Professional Women；（The image of Adverti

24、sing Communication ）B： Dependents of the Business people and Surrounding parasitic femaleC：The female bossIncomeA：Have a good career and a stable income, more than 3,000 yuan；B:A stable source of income families, more than 4,000;品项品项消费者消费者CharacteristicsMature, stable, advocating freedom, relatively

25、 rationalFocus on quality of life, care for the health of themselves and their familiesThere are relatively clear life goals；Personality traitsDistinctive, self-confident,activeLiving habitsLike social events;Like fashion and designer;Frequented beauty salons, shopping centers, leisure clubs, upscal

26、e restaurants.Attitude to lifeActively pursue the value of life and self-realizationContact with the mediaTV, community in the outdoor, Internet, magazine, Focus, newspapers, radio, subway or taxipopulation distribution目标消费者市场细分65%25%10%珠海中山佛山一韩年度营业手术报表80%11%9%面部手术胸部手术吸脂手术5、The tactics of product an

27、d price A、Conduct category mix and product segments for existing products (services):nClassification purposesnClassificationnSpecific categoriesnLarge Category (department class):Divided into plastic surgery center, skin center, cosmetic dentistry centernMiddle Category:Popularity, value, specialty

28、nSmall Category:Surgery, surgery + materials surgical + equipmentnA product (service) for the popular typenWhich is divided into A-a surgery, A-b surgery + material, A-c surgical +equipmentnB products (services) to the value typenWhich is divided into B-a surgery, B-b surgery + materials, A-c surgic

29、al + device nC products (services) to the featuring typenWhich is divided into C-a surgical, C-b surgery + Materials, C-c surgical + equipment n B.the price structure: technical fees (consult a doctor design fees, surcharges of the technical difficulty, surgical specialist qualifications and level of surgical fees, ancillary value-adde