Research On Service Marketing Strategy Of Chengdu X Traditional Chinese Medical Clinic Under The O2O Model

In recent years,the aging of the population is becoming more and more serious,there are more and more young people in the state of sub-health,so people pay more attention to health care.As Western medicine is not suitable for the prevention and treatment of sub-health and chronic diseases,more and more people are turning to TCM（shortened form Traditional Chinese Medicine）for help.In 2016,the Chinese government issued a Law on TCM to encourage nongovernmental forces to set up standardized TCM health care institutions.Chengdu X TCM Clinic was founded under such background.In 2020,due to COVID-19,TCM played an important role in the treatment of COVID-19,which further enhanced people’s confidence in TCM.In the same year,Chengdu X TCM Clinic started O2 O mode and opened online stores on Dianping and Meituan.This thesis takes Chengdu X TCM Clinic as the research object,mainly studies its online stores on Dianping and Meituan.Relevant information was collected,sorted out and analyzed.First of all,PEST analysis model was used to analyze the macroenvironment of Chengdu X TCM Clinic,Porter’s Five Forces model was used to analyze the industry environment,and SWOT analysis model was used to analyze the strengths,weaknesses,opportunities and threats.Secondly,after the analysis of the current situation of service marketing and online store data of Chengdu X TCM Clinic,it is found that Chengdu X TCM Clinic facing some shortcomings in marketing,such as lacking of advantage projects,lacking of doctor resources,low conversion rate and too much promotion,etc.After the analysis of its environment and problems,this thesis gives Chengdu X TCM Clinic some suggestions,based on 7ps marketing strategy,such as: making the doctor team stronger,creating features and advantages,increasing price gradient and online service,cooperating with other industries and so on.Finally,in order to carry out the service marketing strategy,the thesis puts forward the corresponding safeguard measures.