体检中心营销策略

毕业设计（论文）瑞慈体检中心营销策略姓名：系部：专业：班级：指导教师：完成日期年月日Xxxxxxxxxxx1瑞慈体检中心营销策略摘要随着科技的高速发展，人们的生活水平提高了，对自己的健康状况也越发关心。健康体检行业是一个新兴行业，它是以公共健康为依托，以发展健康事业为己任，通过体检活动的有序化管理和研究来实现全社会健康意识的提高。21世纪的健康体检行业，不仅是人民生活的必需品，而且也是生活品质提升的代表。本文以瑞慈体检中心为载体，研究在健康体检服务市场竞争日趋激烈的情况下，如何有效的推销自己。针对瑞慈体检中心存在的问题，对其营销方案进行优化，通过转变内部营销理念，提升品牌；倡导人性化服务，提高顾客满意度；加强检后服务信息化管理等一系列措施对其营销方案进行优化。本文根据经济情况和消费者心理变化情况引起的体检市场的变化可以为体检中心营销方式提供一种新的分析视角及研究途径,从而为瑞慈体检中心甚至我国健康体检机构提供了可供参考的意见。关键词：瑞慈体检中心，营销策略，市场分析瑞慈体检中心营销策略2AnalysisofExperientialMarketinginRich-healthcareCenterABSTRACTWiththerapiddevelopmentofscienceandtechnology,people'slivingstandardsimproved,alsomorefortheirhealthcare.Healthindustryisanemergingindustry,itisbasedonpublichealth,withthedevelopmentofhealthasownduty,throughphysicalactivityandstudytheorderingofmanagementtorealizetheimprovementofthewholesociety'sawarenessofhealth.Healthmedicalindustryofthe21stcentury,isnotonlythepeopleofthenecessitiesoflife,butalsothequalityoflifeofascension.Basedongoodnessmedicalcenterasthecarrier,thispaperstudiesthehealthcheck-upserviceundertheconditionofmarketcompetition,howtoeffectivelypromotethemselves.Aimingattheexistingproblemofgreatgoodnessmedicalcenter,tooptimizetheirmarketingplan,bychangingtheinternalmarketingconcept,enhancethebrand;Advocatethehumanizedservice,improvecustomersatisfaction;Aseriesofmeasuressuchasstrengtheninginspectionaftertheserviceinformationmanagementforitsmarketingschemeoptimization.Accordingtoeconomicconditionsandconsumerpsychologicalchangescausedbythechangeofthemedicalmarketmarketingmethodformedicalcentertoprovideanewperspectiveandresearchapproach,tokindmedicalcenterandeventhephysicalexaminationinstitutionsprovidethereference.Keywords:Rich-healthcareCenter，MarketAnalysis，MarketingStrategyXxxxxxxxxxx3目录摘要.................................................................1ABSTRACT.................................................................2目录...................................................................3第1章绪论.............................................................4第2章上海瑞慈健康体检管理股份有限公司的营销现状分析....................52.1国内健康管理市场发展现状.......................................................................................................52.2国内健康管理管理形式...............................................................................................................52.3国内健康管理行业发展趋势.......................................................................................................52.4瑞慈健康体检管理股份有限公司介绍.......................................................................................6第3章Stp战略分析.......................................................73.1目标市场战略...............................................................................................................................73.2企业目标市场细分.......................................................................................................................73.3市场定位......................................................................................................................................7第4章瑞慈体检中心营销策略设计..........................................94.1瑞慈体检中心产品策略...............................................................................................................94.2瑞慈体检中心价格策略.............................................................................................................104.2.1定价目标............................................................................................................................104.2.2成本费用............................................................................................................................104.2.3市场需求状况....................................................................................................................104.2.4市场竞争状况....................................................................................................................104.2.5竞争者的价格策略............................................................................................................104.3瑞慈体检中心渠道策略.............................................................................................................114.3.1个人健康管理市场策略....................................................................................................114.3.2团队健康管理市场策略....................................................................................................114.3.3人员推销策略....................................................................................................................124.4瑞慈体检中心促销策略.............................................................................................................124.4.1公共关系............................................................................................................................124.4.2健康教育............................................................................................................................134.4.3广告宣传............................................................................................................................134.4.4健康管理优惠..............