| In recent years,in view of the huge domestic demand for plastic surgery and a series of favorable policies for the state to provide medical services to the society,private hot money has flooded into the medical aesthetics market.As a capital-intensive industry,medical aesthetics industry’s barriers are fragile,business models can be replicated,and the national regulatory level is relatively lagging,and the entire industry is still in a state of disorderly growth.Faced with the information explosion era of increasingly decentralized customer acquisition channels,the one-way marketing strategy of ML Cosmetic Hospital has been relying on advertising promotion and it has been difficult to adapt to the development demands of the industry.ML has been operating in Ningbo for 13 years and has served nearly 200,000 member customers.Although it is a well-known local cosmetic institution,it is also facing fewer and fewer new customers,serious loss of old customers,and higher and higher customer acquisition costs.The problem how to improve customer satisfaction,customer unit price,repurchase rate and extend the life cycle of customers through the optimization of marketing strategies is of capital importance to the sustainable growth of ML Cosmetic Hospital’s business performance.Starting from 4P,4C and other related marketing theory knowledge,the article takes the medical marketing of ML Cosmetic Hospital as the perspective and analyzes the macro and micro environment of ML Cosmetic Hospital through PEST analysis and Porter’s Five Forces Model,and also analyzes the current marketing status from 6 aspects.Then through the questionnaire survey and analysis of 100 customers,it was discovered that ML has different degrees of problems in the operation of advantageous resources,service,and treatment process.Each aspect puts forward the optimization plan of the problem and the safeguard measures that must be provided for the smooth implementation of the optimization plan. |
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