Research On Competitive Strategy Of YM Group

Competitive strategy is an important choice to ensure that enterprises maintain competitive advantages in the fierce market competition.To formulate scientific and reasonable competitive strategy according to the actual situation of enterprises can effectively show the core advantages of enterprises and ensure the stable development of enterprises.Medical cosmetology has had nearly 30 years of industry history in our country,along with people’s aesthetic cognition and aesthetic education’s improvement,medical cosmetology new wind to gradually from aesthetic to seek beauty changes,to medical cosmetology as representative of the beauty consumption demand continues to grow.As a large medical investment group specializing in the investment,operation,management,medical scientific research and academic exchange of medical plastic surgery hospitals,YM Group has gained a certain popularity after years of development and precipitation.However,at present YM Group has some practical problems,such as large flow of technical personnel,single marketing channel,traditional marketing program and high customer consumption cost,which seriously restricts the development process of YM Group committed to becoming a leader in Shandong medical beauty market.In this paper,based on the competitive strategy theory,the strategic management theory related to the development of domestic medical cosmetology industry and the advanced results,based on the analysis of the current situation and problems of YM Group’s competitive strategy,the internal and external environment of YM Group was analyzed by PEST analysis method and five forces analysis method,and EFE and IFE matrix were constructed.To evaluate the influence of internal and external factors on YM Group plastic surgery hospital,plastic surgery hospital should also take full account of internal and external environmental factors,make use of its own advantages,and strive for better development.Then,SWOT analysis was carried out,QSPM matrix was used to evaluate the alternative competitive strategies,and differentiated competitive strategies were selected for YM Group.Differentiation schemes should be implemented in four aspects: medical products,medical service differentiation,talent management and competition mode.Finally,according to the situation of the existing group,it puts forward the safeguard measures of the differentiated competition strategy of strengthening financial management,paying attention to medical quality,improving medical experience,strengthening hospital culture construction,strengthening human resources management and strengthening information construction.This paper is of great significance to the research of YM Group,seeking competition strategy suitable for the development of YM Group,providing solutions for its sustainable and healthy development,and also providing reference for the development of other orthopedic hospitals.