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MBA硕士毕业论文_H医疗级月子会所营销对策研究DOC

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自 2015 年国家二胎政策实施后,中国迎来了新一波生育高峰。母婴产业链 项目已成为新的投资热点。与此同时,月子会所也成为行业细分领域中的一个全 新的经济增长点;但是随着市场投资数量的不断扩增,出现了供大于求的激烈行 业竞争势态。如何从营销的视角有效地改善月子会所的经营现状已成为该行业内 的热点问题。 本文首先从 H 医疗级月子会所的服务内容、盈利模式、营销渠道的现状出发, 总结行业内普遍存在的营销问题,营销产品缺乏差异化、营销渠道缺乏竞争性、 营销模式缺乏战略性。随后以客户价值理论为基础、顾客需求为导向、把顾客对 价值的感知作为决定因素,基于优化企业营销战略决策和完善服务内容来满足客 户日益多变的需求理念,针对特定客户样本进行市场调研,制订出针对精准价值 层次客户需求和满足客户体验的项目决策依据,在此基础上建立医生科研数据收 集平台、开展中医产后康复项目,并通过更有价值的排列组合优化原有项目。 最后,基于短期财务数据评估发现,通过对营销内容进行市场化需求的重组, 实现了差异化竞争优势;通过对营销渠道实施优化医疗平台合作,提升专业门槛, 实现了市场核心竞争能力的提升;通过对营销模式实施开拓盈利项目,实现了净 利润显著上升。这表明上述举措对 H 医疗级月子会所的净利润增长是非常科学有 效的。本研究为进一步制订企业营销决策及财务收益评估具有一定的参考价值和 指导意义。 关键词,医疗级月子会所;营销;对策研究III Abstract Since the opening of the national second child policy in 2015, the birth of women has entered a new peak in history. The maternal and child industrial chain project has become a new investment hot spot, and the Confinement Service Center in the industry segmentation has become a brand new economic long point. However, with the continuous expansion of market investment, the relationship between supply and demand shows a certain change, forming an incentive industry competition phenomenon. How to effectively improve the operating status of Confinement Service Center from the perspective of marketing has become a hot issue in the industry. This paper starts from the service content, profit model and marketing channel of H medical grade Confinement Service Center, and summarizes the marketing problems commonly existing in the industry: lack of differentiation of marketing products, lack of competitiveness of marketing channels, and lack of strategic marketing mode. Then based on the theory of customer value, customer demand as the guide, customer perception of value as the determining factor, based on the optimization of enterprise marketing strategy and perfect services to meet the demand of customers increasingly volatile content ideas, conducting market research for a specific customer samples, worked out according to precise value levels of customer needs and meet customer experience of project decision-making, based on the doctor research data collection platform, TCM postpartum rehabilitation project, and through the more valuable the permutation and combination of optimization of the original project. Finally, this study has certain reference value and guiding significance for further development of enterprise marketing decision and financial income evaluation. Through short-term strategy countermeasures implementation, verify the move for marketing content, to demand the restructuring of the marketization, implement differentiation competitive advantage: for marketing channels, the implementation of optimized medical cooperation platform, promote professional threshold, to realizeIV the core competitive power of market: for marketing model, expand the profitable projects, a marked increase in the net profit. This shows that the above measures are very scientific and effective for the growth of H medical grade monthly Confinement Service Center profit. This study has certain reference value and guiding significance for further development of enterprise marketing decision and financial income evaluation. Key words: Confinement Service Center; Marketing; Countermeasure Research目录 致谢....................................................................I 摘要...................................................................II Abstract..............................................................III 第 1 章 绪论.............................................................1 1.1 研究背景............................................................1 1.2 研究目的和意义......................................................2 1.2.1 研究目的........................................................2 1.2.2 研究意义........................................................3 1.3 国内外研究现状......................................................4 1.4 研究方法............................................................6 1.5 研究内容............................................................7 1.6 本文创新点..........................................................8 第 2 章 理论背景.........................................................9 2.1 客户价值理论........................................................9 2.1.1 理论概述........................................................9 2.1.2 理论应用.......................................................11 2.2 7Ps 营销理论 .......................................................12 2.2.1 理论概述.......................................................12 2.2.2 理论应用.......................................................13 第 3 章 H 医疗级月子会所现状分析 ........................................15 3.1 公司简介...........................................................15 3.2 服务内容...........................................................15 3.3 盈利模式...........................................................18 3.4 营销渠道...........................................................193.5 财务分析...........................................................20 3.6 满意度分析.........................................................21 3.7 本章小结...........................................................21 第 4 章 H 医疗级月子会所现存营销问题 ....................................23 4.1 营销产品缺乏明显差异化导致价格战...................................23 4.2 营销渠道缺乏核心竞争力导致获客成本高...............................24 4.3 营销模式缺乏战略性导致净利润下降...................................24 4.4 本章小结...........................................................25 第 5 章 营销对策设计....................................................27 5.1 营销对策制订的市场依据.............................................27 5.1.1 老客户信息数据分析.............................................27 5.1.2 精准客户信息数据分析...........................................28 5.1.3 市场调研分析总结...............................................30 5.2 营销对策设计方案...................................................31 5.2.1 产品策略.......................................................31 5.2.2 渠道策略.......................................................32 5.2.3 过程策略.......................................................33 5.2.4 价格策略.......................................................33 5.3 本章小结...........................................................33 第 6 章 营销对策实施与保障..............................................35 6.1 营销对策实施方案...................................................35 6.1.1 实施科研平台方案...............................................35 6.1.2 实施产后康复项目方案...........................................36 6.1.3 实施“月子会所带回家”项目方案.................................38 6.1.4 实施多样化项目管理方案.........................................40 6.2 营销对策实施保障...................................................426.2.1 人员保障.......................................................42 6.2.2 财务保障.......................................................42 6.2.3 系统保障.......................................................43 6.3 短期效果预测.......................................................43 6.3.1 科研平台实施客户量导流预测.....................................43 6.3.2 产后康复项目实施财务预测.......................................44 6.3.3 “月子会所带回家”项目实施财务预测.............................45 6.4 本章小结...........................................................45 第 7 章 结论与展望......................................................47 7.1 结论...............................................................47 7.2 研究展望...........................................................50 7.2.1 产品多样化.....................................................50 7.2.2 差异化竞争.....................................................50