A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Study on Marketing Strategy Optimization of AI
Massage Bed of TY Company
Candidate: Chen Zhichao
Supervisor: A/Prof. Huangshan
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510006
摘要
摘要
随着经济的发展和居民收入水平的提高，消费结构也出现了升级，居民开始愈来
愈重视自身健康状况，对更高层次的健康服务需求也越来越多。此外，人口老龄化的
加速以及亚健康群体的增加，也加快了对康复理疗产品和健康服务的需求。近年来，
国家颁布了一系列有利于大健康产业发展的相关政策，例如《“健康中国 2030”规划
纲要》等。在这些因素推动下，大健康产业得到了快速发展。作为大健康产业的一部
分，各种健康理疗类产品开始在市场上大量出现。
TY公司专注于康复理疗类产品的研发及生产，在这些利好因素下，推出了新产品
-智能理疗床，该产品能够有效的调理和改善亚健康状况。虽然产品具有全新的外观设
计和独特的功能组合，但推出市场后，由于营销策略存在一些问题，产品的销量不高。
因此，通过研究智能理疗床如何成功推向市场，可以为导入期新品的营销策略提供借
鉴意义，具有重要的市场应用价值。此外，对产品价值的研究，可以进一步丰富价值
研究的理论基础。
本文介绍了 TY公司当前的市场状况，在对 TY公司及其市场进行调查和访谈的基
础上，通过分析产品的价值，说明智能理疗床能够为客户创造价值。运用经典“ 4P”
营销理论，分析 TY 公司营销策略存在的问题。通过深入分析智能理疗营销策略中存
在问题的原因，最终给出营销策略的优化方案。研究结果显示，在产品导入期，通过
对产品价值进行分析，可以更加精准聚焦目标客户。在消费者越来越重视服务质量时，
打造产品服务的独特性，可以进一步提高产品性价比。此外，将产品融入到更多的生
态系统中，能够拓宽产品的营销渠道。
关键词：产品导入期；价值识别；营销策略
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广东工业大学硕士专业学位论文
ABSTRACT
With the development of economy and the improvement of residents' income level, the
consumption structure has also been upgraded, and residents begin to pay more and more
attention to their own health conditions, and demand for higher level health services is also
increasing. In addition, the accelerated aging of the population and the increase of sub-health
groups also accelerate the demand for rehabilitation physiotherapy products and health
services. In recent years, The China government has issued a series of policies conducive to
the development of the great health industry, such as "Healthy China 2030 Plan Outline".
Driven by these factors, the great health industry has developed rapidly. As a part of the great
health industry, various health therapy products are beginning to appear in the market.
TY company focuses on the research and production of rehabilitation physiotherapy
products. Under these favorable factors, it launched a new product – AI massage bed, which
can effectively adjust and improve sub-health conditions. Although the product has a new
appearance design and a unique combination of functions, but after the launch of the market,
due to some problems in marketing strategy, the sales of the product is not high. Therefore,
the study on how to successfully introduce the AI massage bed to the market can provide
reference for the marketing strategy of new products in the introduction period, and it has
important market application value. In addition, the study of product value can further enrich
the theoretical basis of value research.
This article introduces the current market status of TY company, on the basis of the
investigation and interview of TY company and its market, through analyzing the value of
the product, it shows that the AI massage bed can create value for customers. Using the
classic "4P" marketing theory, this thesis analyzes the problems existing in TY company's
marketing strategy. Through in-depth analysis of the reasons for the problems of AI massage
bed’s marketing strategy, finally the optimization plans of the marketing strategy are given.
The research results show that in the product introduction stage, through the analysis of
product value, the target customers can be focused more precisely. When consumers pay
more and more attention to service quality, creating the uniqueness of products and services
can further improve the cost performance of products. In addition, integrating products into
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