34林越--厦门美年大健康公司营销策略分析（定稿）.docx

IV摘要在经济快速发展和人们日益增长的美好生活的驱动下人们将重心转移到了如何提高生活品质方面尤其是开始着重关注个人的健康状况。在这样一个需求动力下我国的体检行业在近十年来蓬勃发展涌现出了一大批专业的体检机构美年大健康集团凭借着十余年的拼搏和发展夺取了中国体检行业的龙头位置。尽管如此随着我国对外开放的力度加大许多海外企业和资本也纷纷涌入中国市场传统的体检行业逐渐面临着红海危机。近几年来美年大健康集团的市场份额逐年下降其营销策略的效果受到质疑。本文以美年大健康集团在厦门的分公司作为研究对象选择现代营销理论的重点阐述厦门美年大健康的市场营销策略在此基础上总结出其营销策略存在的问题包括：产品竞争力不足品牌意识缺乏；定价策略不完备；营销渠道有限；促销策略形式单一等。并提出改进建议：优化产品策略完善体检产品组合；强化价格策略调整体检套餐价格层次；升级渠道策略促进网络营销；创新促销策略突出品牌优势等。关键词：美年大健康；体检行业；营销策略AbstractDrivenbytherapideconomicdevelopmentandpeople'sincreasinglybetterlifepeoplehaveshiftedtheirfocustohowtoimprovetheirqualityoflifeInparticulartofocusonthehealthofindividuals.UndersuchademanddrivingforceChina'sphysicalexaminationindustryhasbeenboominginthepastdecadewithalargenumberofprofessionalphysicalexaminationinstitutionsemerging.BeautyhealthgrouphaswontheleadingpositioninChina'sphysicalexaminationindustrywithmorethan10yearsofhardworkanddevelopment.NeverthelesswithChina'sopeninguptotheoutsideworldmanyoverseasenterprisesandcapitalhaverushedintotheChinesemarketthetraditionalmedicalindustryisgraduallyfacingtheredseacrisis.InrecentyearsthemarketshareofBeautyhealthgrouphasbeendecliningyearbyyearandtheeffectofitsmarketingstrategyhasbeenquestioned.BasedontheanalysismethodofmodernmarketingtheorythispaperintendstofocusonthemarketingstrategyofxiamenBeautyhealthgroupbasedonitsbranchinBeautyastheresearchobjectandsummarizetheexistingproblemsofitsmarketingstrategyincluding:insufficientproductcompetitivenesslackofbrandawareness;Incompletepricingstrategy;Limitedmarketingchannels;singleformofpromotionstrategyandsoon.PutforwardimprovementSuggestions:optimizetheproductstrategyimprovethephysicalexaminationproductportfolio;Strengthenthepricestrategyadjustthepricelevelofthephysicalexaminationpackage;Optimizechannelstrategyconsolidatenetwo