The Research On Competitive Strategy For X Medical Beauty Hospital

Since 21 st century,China’s medical beauty industry has evidenced a 30% year-to-year growth.Medical beauty institutions are being established throughout the country,among which,a number of high-tech and advanced large-scale medical beauty hospitalsremain dominantin the market.As a medium-sized medical beauty hospital with modest reputation in the regional market,the X Medical Beauty Hospitalis faced with fierce competition.Unless it develops its own competitive advantages,it would most likely to be eliminated by the competition.Thus,X Medical Beauty Hospital has toidentify its own competitive strategy and to target its own market in order to survive in the future competition.This paper is for the research of competitive strategy of X Medical Beauty Hospital,which may facilitate X Medical Beauty Hospital to enhance its competitiveness.It will expand its relevant theoretical case of boththeoretical and practical importance.The outlook of medical beauty industry is rather positive.Given that theaverage household incomes is expected to continue to grow steadily,which promotes rapid growth of medical beauty market.The population of womenwho pursue beautyand are the potential consumers of medical beauty industry is increasing,indicating the growth of medical beauty market.However,competition of medical beauty industry is intense as well.Low barriers to entry in the industry attract a large number of potential entrants meanwhile,existing competitors often take a variety of marketing methods to compete for market share,thereby greatly intensifies competition in medical beauty market.Over the course of development,X Medical Beauty Hospital has gained certain competitive advantages.Key competitive advantages are associated with the X medical beauty hospital infrastructure and medical technology,while its major disadvantage is inefficient cost control.X Medical Beauty Hospital should implement competitive strategy in order to differentiate itself from competitors and overcome the high cost disadvantages.Meanwhile,it shouldutilizeits competitive advantages to gain a favorable competitive position and market penetration in the competition.The competitive strategy of differentiation for X Medical Beauty Hospital should incorporate product differentiation,brand differentiation and marketing differentiation.Product differentiation includes improving hospital service system,optimizingservice processes and improving service efficiency and quality by customer management systems.Brand differentiation focuses on brand image.X Medical Beauty Hospital will have to setup an effective brand to enhance their competitiveness.Marketing difference should be implemented through multi-channel of marketing such as wechat marketing,network marketing,reputation marketing to drill into potential customers.In order to realize competitive differentiation strategy,X Medical Beauty Hospital also needs to implement a series of measures,including strengthening human resources management to accumulate technical advantages;improving marketing to expand brand awareness and to gain potential clients;and reinforcing and cultivating organizational culture.These measures can ensure the implementation of differentiation strategy of X Medical Beauty Hispotal.