【摘要】：隨著經(jīng)濟(jì)的持續(xù)發(fā)展和人民生活水平的提高,公眾對(duì)健康和養(yǎng)生保健愈發(fā)重視,這給新興的健康產(chǎn)業(yè)帶來巨大的市場潛力。傳統(tǒng)的中醫(yī)推拿按摩可以有效地消除身心疲憊、調(diào)節(jié)機(jī)體生理狀況、改善人體的亞健康狀態(tài),中醫(yī)推拿憑借獨(dú)特的優(yōu)勢在養(yǎng)生保健領(lǐng)域有一定的地位。上海亦心健康管理咨詢有限公司是一家以中醫(yī)推拿為基礎(chǔ)的健康管理咨詢公司,經(jīng)過近一年的成長與發(fā)展,旗下品牌懿心堂已經(jīng)成為了滬上保健服務(wù)行業(yè)一顆冉冉升起的新星。然而,由于行業(yè)競爭激烈以及消費(fèi)需求的快速變化,懿心堂需要不斷調(diào)整市場定位和營銷手段,才能夠保持長久的競爭優(yōu)勢。在宏觀環(huán)境、競爭環(huán)境、微觀環(huán)境分析的基礎(chǔ)上,運(yùn)用SWOT分析法探討了懿心堂(南方商城店)的優(yōu)劣勢和面臨的機(jī)會(huì)及威脅,建議懿心堂定位于“為消費(fèi)者提供最專業(yè)化的推拿服務(wù)”,采用WO戰(zhàn)略,利用外部的環(huán)境機(jī)會(huì)來改進(jìn)企業(yè)內(nèi)部的劣勢。通過市場調(diào)研的方法,研究中醫(yī)養(yǎng)生館消費(fèi)者的消費(fèi)特征以及不同消費(fèi)群體在購買行為上存在的差異性。借助營銷STP理論細(xì)分市場重新定位,明確了21-35歲的休閑健康客、36-50歲的高端品質(zhì)客、注重身體調(diào)理的女性這三個(gè)細(xì)分市場作為目標(biāo)市場,從而對(duì)懿心堂(南方商城店)的市場營銷策略提出建議,希望通過營銷策略的優(yōu)化能更好地滿足消費(fèi)者的需求,讓懿心堂在消費(fèi)者心目中樹立良好的品牌形象,在激烈的市場競爭中保持長久的競爭優(yōu)勢,進(jìn)一步持續(xù)快速的發(fā)展。
[Abstract]:With the sustainable development of economy and the improvement of people's living standard, the public pay more and more attention to health and health care, which brings great market potential to the emerging health industry. Traditional Chinese massage can effectively eliminate physical and mental fatigue, adjust the body's physiological conditions, improve the body's sub-health status. Traditional Chinese massage has a certain position in the field of health care by virtue of its unique advantages. Shanghai Yixin Health Management Consulting Co., Ltd. is a health management consulting company based on traditional Chinese medicine massage. After nearly a year of growth and development, its brand Yi Xintang has become a rising star in the health care industry in Shanghai. However, due to the fierce competition in the industry and the rapid changes in consumer demand, Yi Xintang needs to constantly adjust the market positioning and marketing means in order to maintain a long-term competitive advantage. Based on the analysis of macro environment, competitive environment and micro environment, this paper discusses the advantages and disadvantages, opportunities and threats of Yi Xintang (Southern Mall Store) by using SWOT analysis method. It is suggested that Yi Xintang should position itself as "providing the most specialized massage service for consumers", adopt WO strategy, and take advantage of external environmental opportunities to improve the inferiority within the enterprise. Through the method of market research, this paper studies the consumer's consumption characteristics and the difference of purchasing behavior among different consumer groups. With the help of the marketing STP theory to reposition the market segment, this paper defines the three segments of the leisure health customer aged 21-35 years as the target market, the high-end quality customer aged 36-50 years, and the women who pay attention to the body care, as the target market. In order to put forward some suggestions on the marketing strategy of Yi Xintang (Southern Mall Store), it is hoped that the optimization of marketing strategy can better meet the needs of consumers, and let Yi Xintang set up a good brand image in the eyes of consumers. In the fierce market competition to maintain a long-term competitive advantage, further sustained and rapid development.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：R197.6;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 羅富健;王宋穎;高莉敏;;北京社區(qū)居民對(duì)中醫(yī)預(yù)防保健服務(wù)需求的調(diào)查與分析[J];北京中醫(yī)藥大學(xué)學(xué)報(bào);2015年04期

2 劉艷;郁東海;夏春霞;趙輝;沈斌;陳曉玲;;上海市浦東新區(qū)中醫(yī)養(yǎng)生保健服務(wù)機(jī)構(gòu)現(xiàn)況調(diào)查[J];醫(yī)學(xué)與社會(huì);2014年07期

3 Lei Long-ming;Wu Gui-fen;Qiu Shi-yuan;;Literature Analysis of Tuina in Regulating Subhealth Status in Recent 10 Years[J];Journal of Acupuncture and Tuina Science;2014年01期

4 顧怡勤;顧競春;施永興;;上海市社區(qū)國家基本公共衛(wèi)生服務(wù)中醫(yī)預(yù)防保健項(xiàng)目現(xiàn)狀的調(diào)查與分析[J];中醫(yī)藥管理雜志;2012年12期

5 李衛(wèi)東;;解郁安神湯配合推拿治療亞健康失眠臨床研究[J];新中醫(yī);2012年06期

6 李曉靜;徐國和;;中國亞健康研究及干預(yù)對(duì)策的探討[J];中國慢性病預(yù)防與控制;2011年04期

7 程勇;石云;蔡軼明;;關(guān)于發(fā)展中醫(yī)保健服務(wù)業(yè)的探討[J];中醫(yī)藥管理雜志;2011年07期

8 雷龍鳴;倫軾芳;黃錦軍;龐軍;胡躍強(qiáng);周海豐;唐宏亮;李燕燕;;薄荷精油循經(jīng)推拿調(diào)治社會(huì)應(yīng)激性亞健康抑郁狀態(tài)93例[J];中華中醫(yī)藥雜志;2011年02期

9 周海豐;倫軾芳;;中醫(yī)保健推拿調(diào)治亞健康狀態(tài)人群200例[J];長春中醫(yī)藥大學(xué)學(xué)報(bào);2010年03期

10 王峙;任旭;;發(fā)展保健服務(wù)業(yè) 弘揚(yáng)中醫(yī)藥文化[J];北京觀察;2007年12期

相關(guān)會(huì)議論文 前1條

1 宋鴻權(quán);徐勇剛;魏暉;葉樹良;杜紅根;陳偉仁;;經(jīng)絡(luò)推拿調(diào)治亞健康狀態(tài)的臨床研究[A];中華中醫(yī)藥學(xué)會(huì)推拿分會(huì)第十四次推拿學(xué)術(shù)交流會(huì)論文匯編[C];2013年

相關(guān)重要報(bào)紙文章 前1條

1 ;關(guān)于促進(jìn)健康服務(wù)業(yè)發(fā)展的若干意見[N];中國中醫(yī)藥報(bào);2013年

，

本文編號(hào)：2237625