Research On Marketing Strategy Of Chengdu M Medical Beauty Institution

In recent years,China’s social economy has developed at a high speed.With the continuous improvement of people’s income,China’s consumption trend has shown a change process from quantitative change to qualitative change.Some studies have shown that consumers bred in the new era are more willing to pay for a better life,especially female consumers,who are more willing to invest more time and money in a beautiful appearance.By 2022,the number of medical beauty institutions registered in China has reached 40000.In the past three years,the number of medical beauty institutions has still increased year by year.However,with the rapid development of the medical beauty industry,the market demand for medical beauty is increasing day by day,but the industry development is still in the integration period,the market presents a state of mismatch between supply and demand,and a large number of small and medium-sized institutions in the downstream of medical beauty are facing difficulties in making profits.As a small and medium-sized private medical beauty institution founded and wholly owned by doctors,how to give full play to its own advantages and choose appropriate marketing strategies has become an important way to expand the market and stabilize the source of customers.Under the background of medical and health system reform,combined with the actual situation of Chengdu,this paper deeply analyzes the current situation and shortcomings of M medical and beauty institutions by using the methods of literature,data analysis,questionnaire survey,etc.,analyzes the reasons,and puts forward targeted improvement strategies.This paper first analyzes the current situation and development trend of domestic medical beauty industry,and then analyzes the organizational structure and marketing status of Chengdu M medical beauty institution;Through pest theory,this paper analyzes the macro environment of Chengdu M medical and aesthetic institution,then analyzes the competitive environment of the institution by using Porter’s five forces model,and finally analyzes the internal environment such as advantages and disadvantages,so as to disassemble the internal and external environment of Chengdu M medical and aesthetic institution in an all-round way.After that,we analyzed the target market positioning of Chengdu M medical beauty agency.Using the method of questionnaire and 7PS theory,we found that there are seven problems in the marketing of M medical beauty agency,such as the lack of product attraction.Combined with the problems existing in the current marketing situation of Chengdu M medical beauty agency,we put forward marketing improvement strategies from seven aspects: product,price,channel,promotion,personnel,tangible display and service process.It is hoped that the research in this paper can improve the problems existing in the marketing of Chengdu M medical and aesthetic institutions,achieve the purpose of increasing the turnover and market share of the institutions,and make them better in the market competition.At the same time,it is also hoped that the research in this paper can provide reference for the marketing strategy formulation of similar institutions.