Study On Business Strategy Of The AB Postnatal Recovery Center In Chengdu

With the rapid development of social economy and the constant changes of social environment,new demands are constantly generated and new industries are generated at the same time."Confinement in childbirth" has been an important event that Chinese families attach great importance to since ancient times.With the transformation of medical model,the change of family structure and the increasingly attention to women's health to the body,new nursing institutions such as the Postnatal Recovery Center,which are undertaken by professional medical staff,have emerged to fill the vacancy of the market in providing professional health care services for the whole process of postpartum recovery.In mainland China,Postnatal Recovery Center has been gradually recognized by the market in recent years.With the impact of the third baby boom in China and the implementation of the two-child policy in China,the market demand has been further expanded,providing favorable conditions for the development of maternal and infant health care service industry.At growth stage of maternal and infant health care services industry,there are many problems to be solved in the process of rapid expansion,such as uneven quality and single product positioning.The market needs to be standardized through policies and other means,and more diversified products are needed to enrich the market and meet different market demands,so as to promote the healthy development of the industry.At present,Postnatal Recovery Center is mainly distributed in first-tier cities with developed economy.With the increase of demand and the expansion of market,Chengdu,as an important central city in western China,has a growing demand for maternal and infant health care services.The market development potential of the Postnatal Recovery Center in Chengdu is huge.Therefore,based on the market of Chengdu,analysis of the corresponding research results and the application of marketing theory are combined to develop a suitable marketing strategy for the AB Postnatal Recovery Center.This paper firstly studies the relevant literature of this industry and adopts some analysis methods to understand the development status of China's maternal and infant health care service industry from a macro perspective.At the same time,the market demand of the Postnatal Recovery Center in Chengdu was studied on a micro level,the market of the Postnatal Recovery Center in Chengdu was investigated on the spot,and the consumption behavior of potential consumers was analyzed through questionnaires.Based on the basis of the industry and the consumer behavior analysis,"professional,security,economic" market positioning is determined and the suitable target market is selected by the STP marketing theory.On the other hand,7Ps service marketing theory is applied to provide feasible marketing strategies for the development of Postnatal Recovery Center from seven aspects,such as product,price and channel,so as to support the market positioning of products,improve the market competitiveness of the project and add healthy vitality to the maternal and infant health care market of Chengdu.Finally,according to the developed marketing strategy,this paper analyzes the actual situation of the project in the aspects of infrastructure equipment,personnel allocation,capital,etc.,and comes to the conclusion that the marketing strategy is feasible.At the same time,as the implementation of any marketing strategy may generate risks in different aspects,it is necessary to analyze the marketing strategy of this project from the four aspects of technical risk,market risk,financial risk and policy risk,so as to obtain corresponding solutions.