Research On Precision Marketing Strategy Of Xingmei Medical Beauty Company

The improvement of residents' income level and consumption level has created a favorable environment for the development of medical beauty industry in China.The industry as a whole presents a very huge market space,showing a huge potential for development.Statistics show that the medical beauty market in China is growing at an average annual rate of 12.9% from the perspective of consumption,while the output value of the medical beauty industry has reached 30 billion.Under the stimulation of huge market demand,the medical beauty industry as a whole presents a high-speed development momentum.The rapid increase in the number of market participants has also led to increasingly fierce market competition,the non-standard operation and management and the lack of market supervision.Perfection also led to market chaos,good and bad regardless of the problem.How to realize the standardized operation of the industry and enhance the competitiveness of the market has become the key to the development of the domestic medical beauty industry,and it is also a difficult problem for all medical beauty agencies to face together.This study takes Xingmei Medical Beauty Hospital as the empirical research object to carry out specific research and analysis work.The agency is a well-known professional medical beauty agency,has always maintained a good momentum of development,turnover gradually increased.Between 2012 and 2017,turnover at Xingmei Medical and Beauty Hospital grew 14 percent a year,from 22.31 million yuan to 38 million yuan,according to the company's financial data.In terms of revenue structure,nearly 75% of turnover comes from old customers,while only 25% of turnover comes from new customers,indicating that the main source of revenue of the company is the repeated consumption of old customers.In 1998,there is a significant problem of insufficient development of new customers,limiting and restricting the rapid development of the company.In order to solve one of the problems and realize its own benign development,Xingmei Medical Beauty Hospital must optimize and adjust its marketing strategy,and improve the marketing effect on the basis of accurate market positioning.Promote the core competitiveness of the enterprise for the rapid development of the hospital to lay a good foundation.This study uses STP analysis as a tool,systematically studies and analyzes the hospital market positioning,market segmentation and target market and other related content,discusses and analyzes the current marketing strategy of the hospital,and makes a systematic research and analysis on the current marketing strategy of the hospital.In order to improve the level of hospital marketing management and combine with the scientific and effective guarantee mechanism,this paper puts forward the optimization and improvement scheme ofmarketing strategy,and provides the implementation effect of marketing strategy in combination with scientific and effective guarantee mechanism.The main contents and objectives of this study are as follows: one is to discuss the application mode and development prospect of precision marketing in the field of medical beauty,the other is to analyze and grasp the obstacles and shortcomings existing in the development of precision marketing in Xingmei Medical Beauty Company.The third is to research and analyze the customer characteristics of Xingmei Medical Beauty Company with the help of cluster analysis tools;fourth,to provide scientific and effective accurate marketing strategies for the development of Xingmei Medical Beauty Company.