致谢
时光似箭，在矿大的研究生生活在不经意间匆匆流过，回想这个阶段的经
历，丰富且充实，这三年的时光终将成为我人生之中最为值得珍藏的记忆。2015
年工作以后，能够重新回到课堂，我格外珍惜这来之不易的机会。
通过工商管理的课程，我学习了很多管理专业相关的知识，结合工作实践，
真正理解了知识、掌握了知识，并把它变成了自身的能力。同时，也开拓了思
路，改变了思维方式，学会了很多做学问、做研究的方法，对今后解决工作上
的问题更加从容和自信。
本文是在导师江红艳教授的指导下完成的，论文无论是在选题、构思、撰
写，还是最后的定稿，每一次的进步都离不开江红艳教授的悉心指导。在我的
研究生阶段，江红艳教授严谨认真的治学态度让我受益匪浅，她仔细耐心的工
作态度为我树立了积极的榜样，对我今后的人生发展起到了指点迷津的作用。
在此向我尊敬的导师江红艳教授表示衷心的感谢！
在这即将过去的三年，我的老师和同学在学习和生活上，都在最大程度上
给予了我无私地帮助和照顾，我的领导和同事以及家人，也为了支持我完成学
习给予了很大的支持，借此机会向他们表达深深的谢意。
本次论文是我研究生阶段的一个学习总结，我在写作过程中尽可能做到全
面客观，但是由于本人学术水平有限，研究成果仍然做不到足够深刻，本论文
中可能存在一些缺点和不足，恳请各位老师和专家批评指正，谢谢！

摘要
2015年以来，国民经济水平不断提高，人们消费理念也发生显著的改变，
逐步接受医疗美容手术，由此带动了医疗美容行业快速发展。然而，产品同质
化、营销渠道单一等问题，成为了大多数医疗美容机构当前发展中亟待解决的
难题。
对于医疗美容机构而言，医疗美容服务为其主要产品输出，因而如何对其
当前服务营销策略进行优化升级，势必成为在激烈竞争中胜出的重要砝码。连
云港SQ医疗美容医院地处江苏省连云港市，作为一家经营近十年的医疗美容机
构，见证了连云港医疗美容市场的兴起和发展，同样也面临我国医疗美容机构
普遍面临的发展问题。
本文尝试以连云港SQ医疗美容医院为研究主体，通过使用PEST、SWOT等
分析工具，对连云港SQ医疗美容医院经营现状和存在问题进行深入剖析，进而
运用STP分析工具、7Ps营销策略，对其服务营销策略进行优化，制定实施保
障措施，并取得了预期效果，对于破解当前其发展中面临的困境起到了重要作
用。通过本文的研究，希望能够对其他医疗美容机构起到借鉴作用，助力我国
医疗美容行业能够持续健康发展。
关键词：医疗美容；营销策略；STP分析；7Ps战略
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Abstract
Since 2015, the level of the national economy has been continuously improved,
and people's consumption concept has also changed significantly. Gradually, they
accept medical beauty surgery, thus driving the rapid development of the medical
beauty industry. However, the problems such as product homogenization and single
marketing channels have become urgent problems to be solved in the current
development of most medical beauty institutions.
For medical beauty institutions, medical beauty services are exported to their
main products, so how to optimize and upgrade their current service marketing
strategy is bound to become an important weight to win in the fierce competition.
Lianyungang SQ Medical Cosmetic Hospital is located in Lianyungang City, Jiangsu
Province. As a medical beauty institution in operation for nearly ten years, it has
witnessed the rise and development of Lianyungang medical beauty market, and also
faces the development problems generally faced by medical beauty institutions in
China.
This paper tries to take Lianyungang SQ Medical Beauty Hospital as the main
body, by using PEST, SWOT and other analysis tools, the current situation and
existing problems of Lianyungang SQ Medical Beauty Hospital, and then use STP
analysis tools, 7Ps marketing strategy, to optimize its service marketing strategy,
formulate implementation measures, and achieved the expected effect, played an
important role in solving the difficulties in its current development. Through the
study of this thesis, we hope to play a reference role to other medical beauty
institutions and help the sustainable and healthy development of China's medical
beauty industry.
Keywords: Medical Cosmetology; Marketing Strategy; STP Analysis; 7Ps Strategy
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