Marketing Strategies Of Xiamen Guoyu Health Management Center

Health examination industry is the emerging industry in the last century,which rely on public health and develop healthy causes as its responsibility,through the orderly management and research of physical activity to achieve the improvement of health consciousness for the whole society.In the 21st century,health examination industry is not only the necessity for people's daily life,but also the representative to level up the quality of life.Healthy examination industry has humanistic concern and industry potential,which can make up the deficiency of the public health service effectively and have positive significance to study the cultural development of small and medium health examination enterprises.In this paper,we take Xiamen Guoyu Health Management Center as the carrier,and study that how to sell oneself effectively in the situation of increasing competition of health examination market.Built for understanding the situation of the health examination center and constructing the related theoretical frameworks,the paper adopted by literature analysis and SWOT analysis method to give the strategic analysis of its market environment.According to the marketing theories,combined with the relevant knowledge,make an comprehensive,systematic and deep analysis to the issues of Xiamen Guoyu Health Management Center such as marketing strategies,developing prospects and other issues.Aiming at the problems existed in Xiamen Guoyu Health Management Center,we should take a series of measures to optimize the marketing program by changing the internal management concepts and improve the brand,advocating people-oriented service and boost customer satisfaction,enhancing information managing system,etc.Xiamen Guoyu Health Management Center Co.Ltd is the company which specialized in the investment and management of health examination institution and in the health promotion for the large health management institution.The paper studied the Guoyu's development strategy with the sales marketing and marketing positioning theory.The following strategic analysis tools were used in this dissertation:The PESTEL Analysis Tools,The Michael Porter's Five Forces Model,The SWOT Analysis Model,The 7Ps theory,The Market Positioning theory,etc.The main content of this article include:the health examination industry's research background,content and framework.Xiamen Guoyu Health Management Center's present situation and existing problems of the marketing.The micro environments are analyzed,especially the main competitors and customers.Finally,the SWOT theories are used for Guoyu Health Management Center's comprehensive analysis of the internal and external environment.In this section on the basis of the above analysis,followed by 7Ps of the application of marketing theory to design the Guoyu Health Management Center's marketing and relationship marketing strategies.To achieve the above marketing strategies,the paper finally gives a series of protective measures,including strengthening human resource management,customer relationship management,attention to enterprise culture,and strengthen enterprise Information construction,and so on.Well,the most important will be sales compensation incentive system.In general,Xiamen Guoyu Health Management Center although faced with the threat of financial crisis and macro policy,also more and more fierce market competition environment,but the challenges and opportunities coexist.In the process of marketing,Xiamen Guoyu Health Management Center should avoid external threats,overcoming the internal weaknesses,seizing the external opportunities,and using internal advantage.Xiamen Guoyu Health Management Center should use suitable marketing strategy effectively,as well as the realization of the company steady development.The study of marketing strategies of Xiamen Guoyu Health Management Center will help it make a scientific long-term strategic plan and effective measure answering external environment change in the view of development.The study combined theory and practice and helps Xiamen Guoyu Health Management Center clearly know the internal and external environment it faces,as well as some problems in its management,thus it can instructs the company effectively and use the sources to adapt to the environment,and operate well in a long periodfuture.Thereby,we hope that the study of this special industry-health examination industry can help to established a scientific marketing system,so as to obtain the ability of sustainable development.