ZH Medical Beauty Department Service Marketing Strategy Research

With the increasing demand of domestic medical cosmetology market,medical cos metology service has become a ’ sunrise industry ’,attracting a large number of funds an d personnel to cross-bank to seize market share.In a short time,the sharp rise in the num ber of medical beauty institutions,not only exacerbated the industry competition,but als o brought many industry chaos and public opinion pressure.ZH medical beauty department,as a medical beauty institution in public tertiary ho spitals,how to focus on its own comprehensive resources,give full play to its advant ag es,and create its own brand image and characteristics,become an industry model,is the starting point of this study.Firstly,this study evaluates the macro-environment,competit ive environment and internal environment of ZH medical cosmetology department by m eans of environmental analysis theory,and forms a SWOT matrix.Secondly,the current situation of ZH medical cosmetology department and the existing problems of service m arketing strategy are analyzed.Secondly,the current situation of ZH medical cosmetolog y department and the existing problems of service marketing strategy are analyzed.Thir dly,based on the analysis results of the current situation,the key influencing factors eva luation system of the service marketing strategy of ZH medical beauty department was e stablished by using the analytic hierarchy process(AHP),and the key influencing facto r s were found out,to provide a scientific basis for the development of appropriate mark eting strategy.Finally,combining the analytic hierarchy process(AHP)results with the current situation,the paper puts forward the STP strategy and specific service marketing strategy for the development of ZH medical cosmetology department.This study applies the theory of service marketing to the research of Medical Beaut y Service,analyzes the problems existing in the service marketing management strategy of ZH medical beauty department,and puts forward some suggestions,with the hope th at ZH medical and cosmetic department can find the service marketing strategy in line with its own positioning and create a distinctive brand image while adhering to the pub lic welfare image of public hospitals,z H medical cosmetology department for the longterm development of the foundation.At the same time,we hope that ZH medical beauty department will become an excellent model of medical beauty service and promote the healthy and orderly development of domestic medical beauty industry and market.