市场营销英文

YIHANMedicalCosmeticsurgeryMarketingPlanning小组成员：毕晓旭兰婷婷陈俊贤李敖旸颜其进蒲思齐谢航军吴昊周恒通1.Marketingenvironmentanalysis.PoliticEconomySocietyTechnicalIndustryProductCompetitionLocalmajorcompetitors：LAIYIN(Zhuhai)cosmeticsurgeryhospitalMEHANMedicalBeautyZhuhaiPINGANPlasticSurgeryCenterZhuhaiMacaomedicalcosmeticplasticsurgeryclinicZhuhaiKowloonCosmeticsurgeryHospitalZhuhaiLudaOrthopaedicHospitalFangHuaCosmeticsurgeryHuiAiHospitalplasticsurgerycenterKoreanPlasticsurgerycounselingcentersinZhuhaiZhuhaiYANGGUANGHospitalplasticsurgerycenterConsumerTheagecomposition:Accordingtoasamplesurveyofbusinessdata,consumersintheCosmeticsurgerymedicine,womenaccountedformorethan96%.23yearsold45%24-30yearsold28.7%31-40years20%41-50years,5%1.3%over50years.ConsumptionsurgeryItemstructure:8%ofmajorsurgery,92%ofminorsurgery.Onthewhole,themaintargetconsumergroupof20-34year-oldfemale,thespanofageis14years.Secondarytargetconsumergroupis35-44yearsold,Thespanofageis9yearsold.2、SWOTAnalyseAdvantageGeographicaladvantage：ZijingRoadNo.226,XiangzhouDistrict,Zhuhaicity,thegeographicalpositionissuperior;thetrafficisconvenient.No.4,No.5,No.10A,No.10,No.11,No.13,No.16,No.32,No.55buspass.Priceadvantage：Ourcenterwiththeprojectfeescomparedtothecompetitorscostaround20%Financialadvantage：hestrongexpectationoflong-termdevelopmentofenterprises，forthetimelypaymentrequestisnothigh,aslowsteadybrandconstructionuse，andtheopportunityfromthepublicpointofbrandreputation,toavoidtheriskofindustryexperienceofsocialpublicopinioncausedby.DisadvantageStartdisadvantage:Ourcenterformallyputintooperationinthemarketforashorttime.Intheaspectofbrandawarenessisfarlowerthanthecompetitorsovertheyearsaccumulatedmarketingpublicrelations.“YiHan”ManagementLimitedCompanyislackofmatureoperationexperienceofplasticsurgerymarket,operatingmostlystayinthemarketinearlystage.Generalizeddisadvantage:Limitedtotherelevantsystem,ourcenterislimitedtoformoftheadvertisingpromotion.Internaldisadvantage:Ourcenterinthemedicalservice,medicalprocess,andemployeedisciplinehasacertaingapwithcompetitors.Hardwaredisadvantage：Inthewardconditions,equipment,officefacilitieshaveacertaingapwithcompetitors.Personneldisadvantage:Afterthemanagementandstaffreorganization,wefacetherunninginperiod,itwillcausecertaininfluencetoworkefficiency.Thedoctorless,theoverallqualityofservicepersonnelshouldbeimproved,equipmentisbackwardandincomplete.Socialresourcesshortageandlackoftalents.OpportunityZhuhaiconvenienttransportationhastheadvantageoflocationadvantageandthetalentaggregationstrategydevelopment.Atpresentthemaincompetitorstocompeteinthemediaplacementisstillconcentratedinthemassmedia,suchasnewspapers,television,outdoorandsoon,thelackofnewmediaandFocus,asmallminoritymedia;lackofgroundpromotionactivities;currentlythecosmetologymarketlackoftherealbrand,feworganizationscandigdeepconnotationofthebrand,ZhuhainearMacao,theentertainmenteconomydeveloped,openminded,easytoacceptthenewstrangespecialmarketingplans.Facerelativelyminorprofitlesscompetitivethanmajorsurgery,andisconvenientforword-of-mouthcommunicationandgroundmarketing,tofacilitatepromotetheimageandcombinedwiththeadvantagesof“YiHan”Cosmeticconsumptioncontinuedtolookgood,thepotentialmarketinthefuturethereisstillmuchroomforgrowth.Somecompetitorswhileperformanceisgood,butmostofthemremainintheproducttechnologyandexpertspeculation,brandmanagementarethesoftunderbellyofthismarket.Withthemediaexposuresomenegativeaboutthecosmetologymarket,thegovernmentwilllikelybealarge-scalereorganizationofthemedicaladvertising,therefore,companiesneedassoonaspossibletoreducetheabsolutedependenceonmediaadvertising,continuedtoimprovethequalityoftheoperation(products)andtoparticipateinpublicwelfare,publicrelationsactivitiestobuildbrandreputation,throughmultiplechannels,providingavarietyofservicestoenhancebranddevelopmentloyaltytowork,toavoidbusinessrisks.ThreatTherapidriseofthesamebrand,ashrinkingshareofthemarket.Celebrityendorsementsandtransgenderspeculationhasseriousflooding,cannotcausethesocialattention,needtofindanewbrightspot.For“YiHan”getintothemarket,competitorshadheardandmadefullpreparations,mayputonthemarket,andcausemarketconfusiononthebargains.Plasticsurgeryindustryhomogenizationdegreeisincreasing,nohighlightstospeak.Interindustrymaliciouscompetition,mutualslander,attack.Theresultistheultimatecauseserioushomogenizationofmarketcompetitioninthelow-level,damagethelegitimateinterestsofconsumers,consumersgenerallylackconfidence,evaluationoftheentireindustryispoor,thelossofenterprisestrategicdevelopmentopportunities3、MarketingStrategy1、creatingthecompanybrandmanagement：1、1YIHAN’smission：ForcustomersForStaffForCommunity1、2YIHAN’sservicestandards5splatinumstandard：SmileSinceritySpecialitySecuritySuperValue1、3YIHAN’services：MainlytoFacialmicroplasticandpersonalimagedesign,cosmetology,makeupandsoon2、corporatephilosophyandculturalconstruction2、1philosophy2、2cultural2.2.1YIHUAN’sBeautyValuesLoveBeautyisapositiveattitudetowardslife,beautyisaqualityoflife