PAGE PAGE IV 摘 要 在經(jīng)濟(jì)快速發(fā)展和人們?nèi)找嬖鲩L的美好生活的驅(qū)動(dòng)下，人們將重心轉(zhuǎn)移到了如何提高生活品質(zhì)方面，尤其是開始著重關(guān)注個(gè)人的健康狀況。在這樣一個(gè)需求動(dòng)力下，我國的體檢行業(yè)在近十年來蓬勃發(fā)展，涌現(xiàn)出了一大批專業(yè)的體檢機(jī)構(gòu)，美年大健康集團(tuán)憑借著十余年的拼搏和發(fā)展，奪取了中國體檢行業(yè)的龍頭位置。盡管如此，隨著我國對外開放的力度加大，許多海外企業(yè)和資本也紛紛涌入中國市場，傳統(tǒng)的體檢行業(yè)逐漸面臨著紅海危機(jī)。近幾年來，美年大健康集團(tuán)的市場份額逐年下降，其營銷策略的效果受到質(zhì)疑。 本文以美年大健康集團(tuán)在廈門的分公司作為研究對象，選擇現(xiàn)代營銷理論的重點(diǎn)闡述廈門美年大健康的市場營銷策略，在此基礎(chǔ)上總結(jié)出其營銷策略存在的問題包括：產(chǎn)品競爭力不足，品牌意識(shí)缺乏；定價(jià)策略不完備；營銷渠道有限；促銷策略形式單一等。并提出改進(jìn)建議：優(yōu)化產(chǎn)品策略，完善體檢產(chǎn)品組合；強(qiáng)化價(jià)格策略，調(diào)整體檢套餐價(jià)格層次；升級渠道策略，促進(jìn)網(wǎng)絡(luò)營銷；創(chuàng)新促銷策略，突出品牌優(yōu)勢等。 關(guān)鍵詞：美年大健康；體檢行業(yè)；營銷策略 Abstract Driven by the rapid economic development and peoples increasingly better life, people have shifted their focus to how to improve their quality of life, In particular, to focus on the health of individuals. Under such a demand driving force, Chinas physical examination industry has been booming in the past decade, with a large number of professional physical examination institutions emerging. Beauty health group has won the leading position in Chinas physical examination industry with more than 10 years of hard work and development. Nevertheless, with Chinas opening up to the outside world, many overseas enterprises and capital have rushed into the Chinese market, the traditional medical industry is gradually facing the red sea crisis. In recent years, the market share of Beauty health group has been declining year by year, and the effect of its marketing strategy has been questioned. Based on the analysis method of modern marketing theory, this paper intends to focus on the marketing strategy of xiamen Beauty health group based on its branch in Beauty as the research object, and summarize the existing problems of its marketing strategy, including: insufficient product competitiveness, lack of brand awareness; Incomplete pricing strategy; Limited marketing channels; single form of promotion strategy and so on. Put forward improvement Suggestions: optimize the product strategy, improve the physical examination product portfolio; Strengthen the price strategy, adjust the price level of the physical examinatio

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