Research On Marketing Strategy Of Hangzhou Boli Plastic Surgery Hospital

Recently,the domestic plastic surgery hospitals in China are lacking effective marketing tools to deal with the problem of fierce homogeneous competition,which results in a series of further problems such as the poor management consciousness,simplistic marketing tools,weak expansion ability,poor quality of products and service,disproportion of advertisement input and output,and heavy reliance on price war.These problems seriously affect the general image and sustainable development of the plastic surgery industry in China.Thus,it is worth doing a research on how to formulate proper marketing strategies in order to enhance the plastic surgery units’ capacity of market expansion and sustain the development of the industry.Taking Hangzhou Boli Beauty Hospital as the object of study,this essay employs a series of prevalent theories to study the hospital’s marketing strategies.By employing multiple analysis tools like PEST,SWOT analysis,this essays conducts an analysis on Boli’s macro-environment,competition environment and its internal environment,based on which the marketing strategies are formed and the implementation approaches and supporting measures are also proposed.Based on a series of analysis,this essay proposes a product strategy that takes “Mini-surgery and Noninvasive Beauty” as the core idea and “Sports-health Products plus Chinese Medicine Nursing” as the wings,along with related pricing,channel and promotion strategies.Meanwhile,it suggests that the implementation of these strategies be achieved through five actions,namely,enhancing the company culture,strengthening the organizational structure,building the talent pool,perfecting the performance assessment,and improving the cost control.This study aims at providing theoretical foundation and practical guidance to the market expansion and marketing activities of Hangzhou Boli Beauty Hospital,and hopefully the research can shed light on the popularization of marketing strategies for plastic surgery units in a broader picture.