市场营销英文

1、YIHAN Medical Cosmetic surgeryMarketing Planning 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.1.Marketing environment analysis.PoliticEconomy.SocietyTechnical.IndustryProduct.CompetitionLocal major competitors：LAIYIN (Zhuhai) cosmetic surgery hospitalMEHAN Medical BeautyZhuhai PINGAN Plastic Surgery Cent

2、erZhuhaiMacao medical cosmetic plastic surgery clinic Zhuhai Kowloon Cosmetic surgery Hospital Zhuhai Luda Orthopaedic HospitalFang Hua Cosmetic surgeryHui Ai Hospital plastic surgery centerKorean Plastic surgery counseling centers in ZhuhaiZhuhai YANGGUANG Hospital plastic surgery center.ConsumerTh

3、e age composition:According to a sample survey of business data,consumers in the Cosmetic surgery medicine,women accounted for more than 96%.23 years old 45% 24-30 years old 28.7%31-40 years 20% 41-50 years, 5% 1.3% over 50 years.Consumption surgery Item structure: 8% of major surgery,92% of minor s

4、urgery . On the whole, the main target consumer group of 20-34 year-old female, the span of age is 14 years.Secondary target consumer group is 35-44 years old, The span of age is 9 years old.2、SWOT Analyse.AdvantageGeographical advantage：Zijing Road No. 226, Xiangzhou District, Zhuhai city, the geog

5、raphical position is superior; the traffic is convenient.No.4, No.5, No.10A, No.10, No.11, No.13, No.16, No.32, No.55 bus pass.Price advantage：Our center with the project fees compared to the competitors cost around 20%Financial advantage：he strong expectation of long-term development of enterprises

6、，for the timely payment request is not high, a slow steady brand construction use，and the opportunity from the public point of brand reputation, to avoid the risk of industry experience of social public opinion caused by.DisadvantageStart disadvantage: Our center formally put into operation in the m

7、arket for a short time. In the aspect of brand awareness is far lower than the competitors over the years accumulated marketing public relations. “YiHan Management Limited Company is lack of mature operation experience of plastic surgery market, operating mostly stay in the market in early stage.Gen

8、eralized disadvantage: Limited to the relevant system, our center is limited to form of the advertising promotion.Internal disadvantage: Our center in the medical service, medical process, and employee discipline has a certain gap with competitors.Hardware disadvantage：In the ward conditions, equipm

9、ent, office facilities have a certain gap with competitors.Personnel disadvantage: After the management and staff reorganization, we face the running in period, it will cause certain influence to work efficiency. The doctor less, the overall quality of service personnel should be improved, equipment

10、 is backward and incomplete. Social resources shortage and lack of talents.OpportunityZhuhai convenient transportation has the advantage of location advantage and the talent aggregation strategy development.At present the main competitors to compete in the media placement is still concentrated in th

11、e mass media, such as newspapers, television, outdoor and so on, the lack of new media and Focus, a small minority media; lack of ground promotion activities; currently the cosmetology market lack of the real brand, few organizations can dig deep connotation of the brand,Zhuhai near Macao, the enter

12、tainment economy developed, open minded, easy to accept the new strange special marketing plans.Face relatively minor profit less competitive than major surgery, and is convenient for word-of-mouth communication and ground marketing, to facilitate promote the image and combined with the advantages o

13、f “YiHanCosmetic consumption continued to look good, the potential market in the future there is still much room for growth.Some competitors while performance is good, but most of them remain in the product technology and expert speculation, brand management are the soft underbelly of this market.Wi

14、th the media exposure some negative about the cosmetology market, the government will likely be a large-scale reorganization of the medical advertising , therefore, companies need as soon as possible to reduce the absolute dependence on media advertising, continued to improve the quality of the oper

15、ation (products) and to participate in public welfare, public relations activities to build brand reputation, through multiple channels, providing a variety of services to enhance brand development loyalty to work, to avoid business risks.ThreatThe rapid rise of the same brand, a shrinking share of

16、the market.Celebrity endorsements and transgender speculation has serious flooding, cannot cause the social attention, need to find a new bright spot.For “YiHan get into the market, competitors had heard and made full preparations, may put on the market, and cause market confusion on the bargains.Pl

17、astic surgery industry homogenization degree is increasing, no highlights to speak.Inter industry malicious competition, mutual slander, attack. The result is the ultimate cause serious homogenization of market competition in the low-level, damage the legitimate interests of consumers, consumers gen

18、erally lack confidence, evaluation of the entire industry is poor, the loss of enterprise strategic development opportunities.3、Marketing Strategy 1、creating the company brand management：1、1 YIHANs mission：For customersFor StaffFor Community.1、2 YIHANs service standards5s platinum standard：SmileSinc

19、eritySpecialitySecuritySuper Value.1、3 YIHANservices：Mainly to Facial micro plastic and personal image design,cosmetology,makeup and so on.2、corporate philosophy and cultural construction 2、1 philosophy 2、2 cultural2.2.1 YIHUANs Beauty ValuesLove Beauty is a positive attitude towards life, beauty is

20、 a quality of life2.2.2YIHANs business conceptSmall victory by wisdom, victory by morality.3、the companys trends：3、1 Target Market：YIHAN based in Zhuhai market,Supported by the surrounding major cities and radiation PRD.3、2 Directions： YIHAN should seize the lack of competitors.For example,brand str

21、ategy planning,scientific marketing model,service and advocacy opportunities.YIHANs main business is the technology of Facial plastic surgery.The way of marketing have advertising, promotion, public relations, community interaction, running magazines and so on.4、Crowd positioningItemsConsumerResiden

22、ceMainly to ZhuHai、FoShan、ZhongShan、JiangMen Supplemented by other cities in the province；Supplemented by the surrounding provinces.Census registerMainly to Non-household population，More than 2 years of continuous residence；Supplemented by local permanent residents；AgeConsumer customers as 23-38 yea

23、rs oldEducation levelMore than high schoolProfessionBusiness womanA：Business Professional Women；（The image of Advertising Communication ）B： Dependents of the Business people and Surrounding parasitic femaleC：The female bossIncomeA：Have a good career and a stable income, more than 3,000 yuan；B:A stab

24、le source of income families, more than 4,000;C类，Have a higher income with own industry,more than 5,000Family structureMarried or into quasi-marriage and family, the child is still small.品项消费者CharacteristicsMature, stable, advocating freedom, relatively rationalFocus on quality of life, care for the

25、 health of themselves and their familiesThere are relatively clear life goals；Personality traitsDistinctive, self-confident,activeLiving habitsLike social events;Like fashion and designer;Frequented beauty salons, shopping centers, leisure clubs, upscale restaurants.Attitude to lifeActively pursue t

26、he value of life and self-realizationContact with the mediaTV, community in the outdoor, Internet, magazine, Focus, newspapers, radio, subway or taxi.population distribution.5、The tactics of product and price. A、Conduct category mix and product segments for existing products (services):Classificatio

27、n purposesClassificationSpecific categories.Large Category (department class):Divided into plastic surgery center, skin center, cosmetic dentistry centerMiddle Category:Popularity, value, specialty Small Category:Surgery, surgery + materials surgical + equipment.A product (service) for the popular t

28、ypeWhich is divided into A-a surgery, A-b surgery + material, A-c surgical +equipmentB products (services) to the value typeWhich is divided into B-a surgery, B-b surgery + materials, A-c surgical + device C products (services) to the featuring typeWhich is divided into C-a surgical, C-b surgery + Materials, C-c surgical + equipment . B.the price structure: technical fees (consult a doctor design fees, surcharges of the technical difficulty, surgical specialist qualifications and level of surgical fees, ancillar