市场营销英文 29页

YIHANMedicalCosmeticsurgeryMarketingPlanning小组成员：毕晓旭兰婷婷陈俊贤李敖旸颜其进蒲思齐谢航军吴昊周恒通\n1.Marketingenvironmentanalysis.PoliticEconomy\nSocietyTechnical\nIndustryProduct\nCompetitionLocalmajorcompetitors：LAIYIN(Zhuhai)cosmeticsurgeryhospitalMEHANMedicalBeautyZhuhaiPINGANPlasticSurgeryCenterZhuhaiMacaomedicalcosmeticplasticsurgeryclinicZhuhaiKowloonCosmeticsurgeryHospitalZhuhaiLudaOrthopaedicHospitalFangHuaCosmeticsurgeryHuiAiHospitalplasticsurgerycenterKoreanPlasticsurgerycounselingcentersinZhuhaiZhuhaiYANGGUANGHospitalplasticsurgerycenter\nConsumerTheagecomposition:Accordingtoasamplesurveyofbusinessdata,consumersintheCosmeticsurgerymedicine,womenaccountedformorethan96%.23yearsold45%24-30yearsold28.7%31-40years20%41-50years,5%1.3%over50years.ConsumptionsurgeryItemstructure:8%ofmajorsurgery,92%ofminorsurgery.Onthewhole,themaintargetconsumergroupof20-34year-oldfemale,thespanofageis14years.Secondarytargetconsumergroupis35-44yearsold,Thespanofageis9yearsold.\n2、SWOTAnalyse\nAdvantageGeographicaladvantage：ZijingRoadNo.226,XiangzhouDistrict,Zhuhaicity,thegeographicalpositionissuperior;thetrafficisconvenient.No.4,No.5,No.10A,No.10,No.11,No.13,No.16,No.32,No.55buspass.Priceadvantage：Ourcenterwiththeprojectfeescomparedtothecompetitorscostaround20%Financialadvantage：hestrongexpectationoflong-termdevelopmentofenterprises，forthetimelypaymentrequestisnothigh,aslowsteadybrandconstructionuse，andtheopportunityfromthepublicpointofbrandreputation,toavoidtheriskofindustryexperienceofsocialpublicopinioncausedby.\nDisadvantageStartdisadvantage:Ourcenterformallyputintooperationinthemarketforashorttime.Intheaspectofbrandawarenessisfarlowerthanthecompetitorsovertheyearsaccumulatedmarketingpublicrelations.“YiHan”ManagementLimitedCompanyislackofmatureoperationexperienceofplasticsurgerymarket,operatingmostlystayinthemarketinearlystage.Generalizeddisadvantage:Limitedtotherelevantsystem,ourcenterislimitedtoformoftheadvertisingpromotion.Internaldisadvantage:Ourcenterinthemedicalservice,medicalprocess,andemployeedisciplinehasacertaingapwithcompetitors.Hardwaredisadvantage：Inthewardconditions,equipment,officefacilitieshaveacertaingapwithcompetitors.Personneldisadvantage:Afterthemanagementandstaffreorganization,wefacetherunninginperiod,itwillcausecertaininfluencetoworkefficiency.Thedoctorless,theoverallqualityofservicepersonnelshouldbeimproved,equipmentisbackwardandincomplete.Socialresourcesshortageandlackoftalents.\nOpportunityZhuhaiconvenienttransportationhastheadvantageoflocationadvantageandthetalentaggregationstrategydevelopment.Atpresentthemaincompetitorstocompeteinthemediaplacementisstillconcentratedinthemassmedia,suchasnewspapers,television,outdoorandsoon,thelackofnewmediaandFocus,asmallminoritymedia;lackofgroundpromotionactivities;currentlythecosmetologymarketlackoftherealbrand,feworganizationscandigdeepconnotationofthebrand,ZhuhainearMacao,theentertainmenteconomydeveloped,openminded,easytoacceptthenewstrangespecialmarketingplans.Facerelativelyminorprofitlesscompetitivethanmajorsurgery,andisconvenientforword-of-mouthcommunicationandgroundmarketing,tofacilitatepromotetheimageandcombinedwiththeadvantagesof“YiHan”Cosmeticconsumptioncontinuedtolookgood,thepotentialmarketinthefuturethereisstillmuchroomforgrowth.Somecompetitorswhileperformanceisgood,butmostofthemremainintheproducttechnologyandexpertspeculation,brandmanagementarethesoftunderbellyofthismarket.Withthemediaexposuresomenegativeaboutthecosmetologymarket,thegovernmentwilllikelybealarge-scalereorganizationofthemedicaladvertising,therefore,companiesneedassoonaspossibletoreducetheabsolutedependenceonmediaadvertising,continuedtoimprovethequalityoftheoperation(products)andtoparticipateinpublicwelfare,publicrelationsactivitiestobuildbrandreputation,throughmultiplechannels,providingavarietyofservicestoenhancebranddevelopmentloyaltytowork,toavoidbusinessrisks.\nThreatTherapidriseofthesamebrand,ashrinkingshareofthemarket.Celebrityendorsementsandtransgenderspeculationhasseriousflooding,cannotcausethesocialattention,needtofindanewbrightspot.For“YiHan”getintothemarket,competitorshadheardandmadefullpreparations,mayputonthemarket,andcausemarketconfusiononthebargains.Plasticsurgeryindustryhomogenizationdegreeisincreasing,nohighlightstospeak.Interindustrymaliciouscompetition,mutualslander,attack.Theresultistheultimatecauseserioushomogenizationofmarketcompetitioninthelow-level,damagethelegitimateinterestsofconsumers,consumersgenerallylackconfidence,evaluationoftheentireindustryispoor,thelossofenterprisestrategicdevelopmentopportunities\n3、MarketingStrategy1、creatingthecompanybrandmanagement：1、1YIHAN’smission：ForcustomersForStaffForCommunity\n1、2YIHAN’sservicestandards5splatinumstandard：SmileSinceritySpecialitySecuritySuperValue\n1、3YIHAN’services：MainlytoFacialmicroplasticandpersonalimagedesign,cosmetology,makeupandsoon\n2、corporatephilosophyandculturalconstruction2、1philosophy2、2cultural2.2.1YIHUAN’sBeautyValuesLoveBeautyisapositiveattitudetowardslife,beautyisaqualityoflifeYIHAN’sbusinessconceptSmallvictorybywisdom,victorybymorality\n3、thecompany'strends：3、1TargetMarket：YIHANbasedinZhuhaimarket,SupportedbythesurroundingmajorcitiesandradiationPRD.3、2Directions：YIHANshouldseizethelackofcompetitors.Forexample,brandstrategyplanning,scientificmarketingmodel,serviceandadvocacyopportunities.YIHAN’smainbusinessisthetechnologyofFacialplasticsurgery.Thewayofmarketinghaveadvertising,promotion,publicrelations,communityinteraction,runningmagazinesandsoon.\n4、CrowdpositioningItemsConsumerResidenceMainlytoZhuHai、FoShan、ZhongShan、JiangMenSupplementedbyothercitiesintheprovince；Supplementedbythesurroundingprovinces.CensusregisterMainlytoNon-householdpopulation，Morethan2yearsofcontinuousresidence；Supplementedbylocalpermanentresidents；AgeConsumercustomersas23-38yearsoldEducationlevelMorethanhighschoolProfessionBusinesswomanA：BusinessProfessionalWomen；（TheimageofAdvertisingCommunication）B：DependentsoftheBusinesspeopleandSurroundingparasiticfemaleC：ThefemalebossIncomeA：Haveagoodcareerandastableincome,morethan3,000yuan；B:Astablesourceofincomefamilies,morethan4,000;C类，Haveahigherincomewithownindustry,morethan5,000FamilystructureMarriedorintoquasi-marriageandfamily,thechildisstillsmall\n品项消费者CharacteristicsMature,stable,advocatingfreedom,relativelyrationalFocusonqualityoflife,careforthehealthofthemselvesandtheirfamiliesTherearerelativelyclearlifegoals；PersonalitytraitsDistinctive,self-confident,activeLivinghabitsLikesocialevents;Likefashionanddesigner;Frequentedbeautysalons,shoppingcenters,leisureclubs,upscalerestaurants.AttitudetolifeActivelypursuethevalueoflifeandself-realizationContactwiththemediaTV,communityintheoutdoor,Internet,magazine,Focus,newspapers,radio,subwayortaxi\npopulationdistribution\n5、Thetacticsofproductandprice\nA、Conductcategorymixandproductsegmentsforexistingproducts(services):ClassificationpurposesClassificationSpecificcategories\nLargeCategory(departmentclass):Dividedintoplasticsurgerycenter,skincenter,cosmeticdentistrycenterMiddleCategory:Popularity,value,specialtySmallCategory:Surgery,surgery+materialssurgical+equipment\nAproduct(service)forthepopulartypeWhichisdividedintoA-asurgery,A-bsurgery+material,A-csurgical+equipmentBproducts(services)tothevaluetypeWhichisdividedintoB-asurgery,B-bsurgery+materials,A-csurgical+deviceCproducts(services)tothefeaturingtypeWhichisdividedintoC-asurgical,C-bsurgery+Materials,C-csurgical+equipment\nB.thepricestructure:technicalfees(consultadoctordesignfees,surchargesofthetechnicaldifficulty,surgicalspecialistqualificationsandlevelofsurgicalfees,ancillaryvalue-addedservices),materials,equipmentfeeforuse.C.combinationpackages:forA,Bpackagesfortwotypesofproducts,dividedintostandardtype,economicaltype,distinguishedtype\n6、advertisingstrategyAdvertisingcycle:Brandintroductionperiod:September-December2012,80%ofadvertising,marketingandpromotionalactivitiesby20%;Branddevelopmentperiod:January-December2013,65%ofadvertising,marketingandpromotionalactivitiesby35%;Brandpromotionperiod:January-December2014,50%ofadvertising,marketingandpromotionalactivitiesby50%.\nProfessionTVNewspaperNetworkMagazinesOutdoorBroadcastFocusA:Businesscareerwomen*******B:Housewife*******C:Thefemaleboss****\n地铁广播户外网络报纸电视媒体分配率Themediadistributionratioinitiallyidentifiedas:40%20%15%10%5%10%\n7、promotionstrategyPromotionalItem’sbrandname:YIHAN’sscorecardAdvertisement:一韩积分价值连城Corevalues:multi-levelintegration、transferablepointsEnjoyPointsItem:Aproducts\nThanks