西安建筑科技大学专业学位硕士论文 ZH医疗美容部服务营销策略研究 专 业：工商管理 硕士生：李英 指导教师：张涑贤 摘要 随着国内医疗美容市场需求的不断增加，促使医疗美容服务成为了“朝阳产 业”，吸引了大量的资金和人员跨行投身其中抢占市场份额。短时间内，医疗美 容机构数量的急剧上升，不仅加剧了行业竞争，同时也带来了诸多的行业乱象和 社会舆论压力。 ZH医疗美容部作为公立三级甲等医院的医疗美容机构，如何聚焦自身综合资 源，充分发挥优势，打造自己的品牌形象及特色成为行业典范，是本研究的出发 点。本研究首先，采用环境分析相关理论工具对 ZH医疗美容部面临的宏观环境、 竞争环境、内部环境进行了评估，并形成了 SWOT矩阵。其次，对 ZH医疗美容 部的现状及服务营销策略存在的问题进行分析。再次，基于现状分析结果，利用 层次分析法建立了 ZH医疗美容部服务营销策略关键影响因素评价系统，找出关键 影响因素，为制定科学适宜的营销策略提供依据。最后，将层次分析计算结果与 现状结合，提出了 ZH医疗美容部发展的 STP战略与具体服务营销策略。 本研究将服务营销理论运用到医疗美容服务研究上，分析 ZH医疗美容部服务 营销管理策略存在的问题并提出建议，以期 ZH医疗美容部在坚持公立医院的公益 形象的同时，能够找到符合自身定位的服务营销策略，打造具有特色的品牌形象， 为 ZH医疗美容部的长远发展奠定基础。同时也希望 ZH医疗美容部成为医疗美容 服务的优秀典范，促进国内医疗美容行业及市场健康有序的发展。 关键词：医疗美容；服务营销；7Ps营销理论 西安建筑科技大学专业学位硕士论文 ZH Medical Beauty Department Service Marketing Strategy Research Specialty:：Business administration Author：Li Ying Supervisor：Zhang Su Xian ABSTRACT With the increasing demand of domestic medical cosmetology market, medical cos metology service has become a sunrise industry , attracting a large number of funds an d personnel to cross-bank to seize market share.In a short time, the sharp rise in the num ber of medical beauty institutions, not only exacerbated the industry competition, but als o brought many industry chaos and public opinion pressure. ZH medical beauty department, as a medical beauty institution in public tertiary ho spitals, how to focus on its own comprehensive resources, give full play to its advant ag es, and create its own brand image and characteristics, become an industry model, is the starting point of this study.Firstly, this study evaluates the macro-environment, competit ive environment and internal environment of ZH medical cosmetology department by m eans of environmental analysis theory, and forms a SWOT matrix. Secondly, the current situation of ZH medical cosmetology department and the existing problems of service m arketing strategy are analyzed.Secondly, the current situation of ZH medical cosmetolog y department and the existing p