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1、AbstractABSTRACTASweallknow,cosmeticsurgeryhasbecomeanewindustry,thesurgeryratioofU.S.A.,JapanandKoreaisaroundtwiceasmuchasChina’s.WithcontinuousdevelopmentofChina’sreformandopening-uppolicy,continuousimprovementofpeople’slivingstandards,cosmeticsurgeryspringsuplikebambooshootsafteraspringrain.GBSc
2、osmeticsurgeryhospitalsinceitsestablishment,relyonitsowngroup’spowerfulstrengthandthetirelesseffortsofmanagementoperationteam,hasbecomearelativeknownrisingstarintheindustry.Throughreadingandstudyingthetheoryofmarketingstrategy,documentationandplentyofacademicpapersregardingcosmeticsurgery,Istartedu
3、nderstandingbasicconceptionofmarketingmanagementtheories.Inthisthesis,IanalyzedGBScosmeticsurgeryhospital’spresentmarketingmodebycombiningrelevantmarketingtheorieswithempiricalresearch,toputupwithanewmarketingstrategy,andevaluateits’feasibility.Firstofall,onanalysisofcosmeticsurgeryindustry’scurren
4、tsituationanddevelopmenttrend,tofindthatthere’sasharpincreaseinthenumberofcosmeticsurgeryorganizations.Thewholeindustryismoredeveloped,theequipmentismoreadvancedandtheusingmaterialismoresecure.Meanwhile,industrycompetitionintensified,privatecosmeticsurgeryinstitutionsgrownrapidly,brandcosmeticagenc
5、yisleadingthewholeindustrytrend.Secondly,analyzethegeneralandcompetitiveenvironmentoftheGBScosmeticsurgeryhospital,andonthisbasistosubdivideitsmarket,finallytodeterminethemarkettargetandthemarketpositioning.ThenproposeasuitedmarketingstrategyfortheGBScosmeticsurgeryhospital.Finally,putforwardthepot
6、entialriskmighthaveintheprocessofexecutingtheGBScosmeticsurgeryhospital’smarketingstrategyandproposethecorrespondingcountermeasures.ThesisresearchresultsindicatesthatifGBScosmeticsurgeryhospitalwantstoresolveproblemsoflowefficiencymarketing,singlemodemarketing,lowcustomerloyaltyandhavemorelosesthan
7、profits,etc,theymustchangetheoriginalmarketingmodeintointernetmarketingmode,tore-sorthospital’sorganizationstructure,makedepartmentdivisionclearly,re-designproductlinecomposition,perfectcustomer-servicesyst
