中国医疗美容市场进入策略分析 ——以Litz医疗美容门诊部为例

论文摘要

随着中国经济的蓬勃发展,许多行业都快速增长,许多投资者持续密切地关注这个市场。同时,医疗美容产业在许多发达国家具有较高的盈利能力。医疗美容产业是否可以在中国市场上成为另一个明星产业?投资者和经营者如何在这个市场开展业务?为了获得解答,本文的研究思路分别从战略环境和机构视角两个维度出发。战略环境维度先从了解中国医疗美容产业的现况,然后针对上海的市场吸引力和进入壁垒做出战略分析,基于分析结果提出进入市场的模式。机构视角起于分析Litz医疗美容诊所既有资源,然后合并市场调查成果决定战略定位。基于Litz的战略定位,并综合已提出的策略提案,可发展出Litz的市场进入策略。Litz的目标群体锁定在时尚白领女性和爱美的学生,所选定的市场具有快速增长潜力和低竞争性的优势。进入战略包括快速并购,强调专业性,推广最新的激光美容,员工年轻化,与特定机构进行业务合作,并设计有吸引力的网站。

论文目录

• Table of Figures & Tables
• 中文摘要
• Abstract
• 1 Introduction
• 1.1 Motivation and the objectives
• 1.2 Logic of structuring the research
• 1.3 Key features
• 2 Medical aesthetics industry in China
• 2.1 Historical view
• 2.2 Technological view
• 2.3 Socio-economic view
• 2.4 Strategic analysis:Porter's five forces
• 3 Attractiveness of Shanghai's medical aesthetics market
• 3.1 Symbolic status of Shanghai in China
• 3.2 High market potential
• 3.3 High profitability
• 3.4 Opportunities for chain clinics
• 3.5 Convenient transportation systems
• 4 Entry barriers to Shanghai's medical aesthetics market
• 4.1 Regulations
• 4.2 Competitors
• 4.2.1 State-owned hospitals
• 4.2.2 Joint-ventured hospitals
• 4.2.3 Beauty shops and hair saloons
• 4.3 High requirement for facilities
• 4.4 Shortage of supplementary resources
• 5 Strategic options for entering Shanghai's medical aesthetics market
• 5.1 Acquisition versus establishment
• 5.2 Illustration of core values
• 5.3 Necessity of expertise
• 5.4 Adoption of latest technologies and facilities
• 5.5 Deliver of high quality services
• 5.6 Development of strong customer relationship
• 5.7 Expansion to surrounding markets
• 5.8 Collaboration with related industries
• 5.9 Training and retention of employees
• 5.10 Efficient information system
• 6 Case study:the Litz medical aesthetics clinic
• 6.1 Overview
• 6.1.1 Background
• 6.1.2 Analyzing the resources of Litz
• 6.2 Strategic positioning
• 6.2.1 Conducting a market survey
• 6.2.2 Selecting the target markets
• 6.2.3 Positioning
• 6.3 Market entry strategies
• 6.3.1 Quick entry through acquisition
• 6.3.2 Emphasizing the expertise of the medical professor
• 6.3.3 Promoting the latest laser rejuvenation and hair removal
• 6.3.4 Hiring young and beautiful personnel to reach the target markets
• 6.3.5 Cooperating with fashion beauty shops and hair saloons
• 6.3.6 Designing an attractive website with real-time communication
• 7 Conclusion
• Appendix
• References
• Acknowledgement