34林越--厦门美年大健康公司营销策略分析（定稿）.docx

PAGE\*MERGEFORMATIV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'sincreasinglybetterlife,peoplehaveshiftedtheirfocustohowtoimprovetheirqualityoflife,Inparticular,tofocusonthehealthofindividuals.Undersuchademanddrivingforce,China'sphysicalexaminationindustryhasbeenboominginthepastdecade,withalargenumberofprofessionalphysicalexaminationinstitutionsemerging.BeautyhealthgrouphaswontheleadingpositioninChina'sphysicalexaminationindustrywithmorethan10yearsofhardworkanddevelopment.Nevertheless,withChina'sopeninguptotheoutsideworld,manyoverseasenterprisesandcapitalhaverushedintotheChinesemarket,thetraditionalmedicalindustryisgraduallyfacingtheredseacrisis.Inrecentyears,themarketshareofBeautyhealthgrouphasbeendecliningyearbyyear,andtheeffectofitsmarketingstrategyhasbeenquestioned.Basedontheanalysismethodofmodernmarketingtheory,thispaperintendstofocusonthemarketingstrategyofxiamenBeautyhealthgroupbasedonitsbranchinBeautyastheresearchobject,andsummarizetheexistingproblemsofitsmarketingstrategy,including:insufficientproductcompetitiveness,lackofbrandawareness;Incompletepricingstrategy;Limitedmarketingchannels;singleformofpromotionstrategyandsoon.PutforwardimprovementSuggestions:optimizetheproductstrategy,improvethephysicalexaminationproductportfolio;Strengthenthepricestrategy,adjustthepricele