The Marketing Strategy Research Of Shanghai Yixintang

With the development of economy and the raising of people's living standard, people's demand for health and wellness is increasing. The health care industry is known as a rising-sun industry and its potential market is enormous. Traditional Chinese massage can remove physical and mental fatigue, regulate the body's condition and improve sub-health state, so it has unique advantages in health care industry.Shanghai Yi Xin Healthcare Management & Consulting Co., Ltd is a company based on Chinese massage. Over the past year, its Brand Yixintang has become a rising star in the health care service industry. However, due to the fierce competition and the rapid change of consumer demand, Yixintang needs to constantly adjust its market positioning and marketing strategies in order to obtain the permanent competitive advantages.On the basis of the macro environment, competitive context and micro environment, the paper points out the advantages and weaknesses of Yixintang as well as the opportunities and threats. It suggests that Yixintang should aim at “offering the most professional massage service” and use external opportunities to make up for its shortcomings. Through market research, it summarizes the consumer characteristics and distinguishes the difference of purchasing behavior among consumer groups. By using the STP marketing theory, leisure customers aged 21-35 years, high-end customers aged 36-50 years and health-conscious female customers are set as the target markets. The paper finally makes proposals on marketing strategies according to marketing segments. It is hoped that the adjustment of market positioning and marketing strategies can help Yixintang to keep the advantage position in the fierce competition.