基于消费者旅程的A 体检品牌体验管理策略研究
分类号学校代码10590
U D C 密级
深圳大学硕士学位论文
基于消费者旅程的A 体检品牌
体验管理策略研究
吴佳文
学位类别工商管理硕士
专业名称工商管理
学院（系所）管理学院
指导教师贺和平
基于消费者旅程的A 体检品牌体验管理策略研究
摘要
当前，我国正经历着向服务型经济社会的快速转型，这一领域正在逐渐成为我国国民
经济最重要的产业。中国商业体检市场在过去几年中一直保持着高速增长的态势。随着健
康体检服务市场的竞争日趋激烈，市场逐渐走向成熟，这是伴随着健康体检服务市场多年
的发展而产生的。与此同时，消费者对体检服务的了解程度也在不断提高。在选择体检机
构时，价格已不再是主要的考虑因素，精准的品质和过硬的服务品质成为重要的条件。客
户对体检服务的消费行为已经日趋成熟。
本研究以体检行业的未来服务营销发展趋势为研究切入点，以消费者旅程为主线。通
过问卷调查法、案例研究法和比较研究法，分析A 体检品牌客户在消费者旅程中的认知、
决策、体验和忠诚四个阶段，找出旅程中的问题点，并提出优化方案。该研究旨在创新和
提升A 品牌的服务营销策略，以满足当前和未来消费者对体检服务的需求。
经过本次研究，我们发现在体检品牌发展中，抓住"消费者时刻"至关重要。我们确定
了线上宣传、线下宣传、门店拜访、体检预约、导诊服务、体检服务、就餐服务、报告汇
总、报告解读、健康管理、阳性复核这三大环节中，检前检后三个关键时刻的11个关键时
刻。通过优化这些关键时刻，我们可以最大程度地提升消费者在整个消费者旅程中的体验
感受，提高服务体验，促进消费者购买决策，增强顾客对品牌的忠诚度和品牌粘性。通过
这样的改进，我们可以有效地分析A 品牌服务营销现状，研究分析其未来服务发展方向，
以应对未来体检行业服务模式的变革。希望本研究成果能够推动我国健康体检行业的现代
化转型。此外，研究消费者旅程对于各行各业都非常重要，可以帮助企业更好地了解消费
者的需求和行为，提高产品或服务的质量和竞争力，从而实现企业的长期发展。
关键词：体检；服务；消费者旅程；品牌形象；品牌差异化
I
A Study on Brand Experience Management Strategy of A Medical Examination Brand Based on
Consumer Journey
Abstract
Currently,China is experiencing a rapid transformation towards a service-based economy and
society,and this sector is gradually becoming the most important industry in the country's
national economy.The commercial physical examination market in China has maintained a
high-speed growth trend in recent years.As the competition in the health examination service
market becomes increasingly fierce and the market gradually matures,this is a development that
has been accompanied by the health examination service market for many years.At the same
time,consumers'understanding of physical examination services is also constantly improving.
Price is no longer the main consideration factor when choosing a physical examination
institution,and accurate quality and excellent service quality have become important conditions.
Customer consumption behavior for physical examination services has become increasingly
mature.
This study takes the future service marketing development trend of the physical examination
industry as the research entry point,focusing on the consumer journey.Through the methods of
questionnaire survey,case study,comparative research,and empirical summary,we analyzed the
cognition,decision-making,experience,and loyalty of A physical examination brand customers
in the consumer journey,identified problem points in the journey,and proposed optimization
plans.The aim of this study is to innovate and improve A brand's service marketing strategy to
meet current and future consumer needs for physical examination services.
Through this study,we found that seizing the "consumer moment"is crucial for the development
of physical examination brands.We identified 11key moments in the pre-examination and
post-examination stages of the three key moments in the three major links of online promotion,
offline promotion,store visits,physical examination appointments,guide services,physical
examination services,dining services,report summary,report interpretation,health management,
and positive retesting.By optimizing these key moments,we can maximize consumers'
II
A Study on Brand Experience Management Strategy of A Medical Examination Brand Based on
Consumer Journey
experience in the entire consumer journey,improve service experience,promote consumer
purchase decisions,enhance customer loyalty to the brand and brand stickiness.Through such
improvements,we can effectively analyze the current state of A brand's service marketing,
research and analyze its future service development direction,and respond to changes in the
service model of the physical examination industry in the future.We hope that the results of this
study will promote the modernization transformation of the service concept,service system,
service process,and service model in China's health examination industry.Furthermore,studying
consumer journeys is crucial for all industries as it can help businesses better understand
consumer needs and behaviors,improve the quality and competitiveness of products or services,
and achieve long-term growth.
Key words ：Physical examination;Serve;consumer journey;brand image;Brand
differentiation
III
基于消费者旅程的A 体检品牌体验管理策略研究
目录
摘要................................................................................................................................I
Abstract .........................................................................................................................II
1绪论............................................................................................................................1
1.1研究背景.........................................................................................................1
1.2研究意义.........................................................................................................4
1.2.1对企业的指导意义..............................................................................4
1.2.2对产业发展的促进意义......................................................................4
1.3研究内容及框架.............................................................................................5
1.4研究方法.........................................................................................................5
1.5创新点.............................................................................................................6
2文献综述....................................................................................................................6
2.1消费者旅程.....................................................................................................6
2.2消费者体验.....................................................................................................7
2.3市场营销.........................................................................................................8
2.4医疗服务.......................................................................................................10
2.5体检行业.......................................................................................................10
3A 体检品牌市场环境分析.......................................................................................14
3.1宏观环境分析...............................................................................................14
3.1.1个体对体检的重视............................................................................14
3.1.2国家对体检的重视............................................................................15
3.2行业环境分析...............................................................................................16
3.2.1行业潜力大、发展快........................................................................16
3.2.2体检对象具有职业和年龄特征........................................................16
3.2.3健康体检机构多样化........................................................................17
3.2.4直接竞争对手分析............................................................................18
3.3产品资源分析...............................................................................................19
3.3.1资源整合能力....................................................................................19
3.3.2技术优势............................................................................................20
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