Project background:

Plastic surgery hospital is an important part of the medical beauty industry, mainly providing surgical and non-surgical medical beauty services, such as breast augmentation, liposuction, eye plastic surgery, hyaluronic acid injection and so on. In recent years, with the improvement of economic level, people's pursuit of beauty is increasing, and the demand for medical cosmetology is growing rapidly.2019In 2010, the scale of China's medical beauty market reached1769Billion yuan, year-on-year growth rate reached22.2%。2020Affected by the new crown epidemic, the medical beauty market has declined to a certain extent, but with the improvement of the epidemic prevention and control situation, the medical beauty market gradually recovered and showed a strong recovery trend. expected2023By the end of the year, the size of China's plastic market will reach3000Billions of dollars.

Customer pain points:

Shangpu Consulting Company is a company specializing in market research and consulting services, with many years of industry experience and professional team. The client of Shangpu Consulting Company is a large chain plastic surgery hospital located in Beijing. The hospital has several branches in Beijing and provides a full range of medical beauty services. The hospital faces the following problems:

Hospital brand awareness is not high, the lack of differentiated competitive advantage, it is difficult to attract and retain consumers;

Hospital service quality is uneven, there is a certain security risk and complaint rate, affecting the consumer's trust and reputation;

Hospitals lack in-depth understanding of market demand and competitive situation, and it is difficult to formulate effective marketing strategies and development plans;

The hospital lacks the systematic management of its own operation data and effect evaluation, and it is difficult to optimize the allocation of resources and improve the efficiency.

Project purpose:

In order to help customers solve the above problems and enhance their competitiveness and profitability in the Beijing plastic surgery hospital market, Shangpu Consulting Company has carried out a research project on the Beijing plastic surgery hospital market. The main aims of the project are:

Investigate the scale, structure, characteristics, trends, opportunities and challenges of Beijing plastic surgery hospital market;

To investigate the main consumer groups, demand characteristics, consumer motivation, consumer behavior and consumer preferences in the Beijing plastic surgery hospital market;

Evaluate the main competitors, competitive strategies, competitive advantages and disadvantages in Beijing plastic surgery hospital market;

Based on the results of market research, we provide customers with suggestions and solutions on brand building, service quality improvement, marketing strategy formulation and operation management optimization.

Research object:

The research object of the project mainly includes the following two categories:

The consumers in Beijing plastic surgery hospital market, that is, the people who are willing to or have had medical beauty services, collect their basic information, consumption demand, consumption motivation, consumption behavior, consumption preference, consumption experience, consumption evaluation and other data through questionnaire survey, in-depth interview, focus group and so on;

Competitors in the Beijing plastic surgery hospital market, that is, other institutions that provide medical beauty services in the Beijing market, collect their basic information, market share, service items, service quality, price strategy, marketing strategy, brand image and other data through desktop research, mysterious customers, interviews with industry experts and so on.

Number of respondents: According to the project budget and schedule, the project plan uses the following sample size:

Consumer Research: Distribution1000a valid questionnaire, conducted50In-depth interviews, organization5a focus group;

Competitor Survey: Analysis of the Beijing Market20Home Major Plastic Surgery Hospital, conducted10Second mystery customer visit, invitation5Interviews with industry experts.

Project Content:

The main contents of the project include the following aspects:

Analysis of the current market situation: analyze the scale, structure, characteristics, trends, opportunities and challenges of the Beijing plastic surgery hospital market, as well as the policies and regulations, social culture, economic environment and other factors that affect the development of the market;

Consumer analysis: analyze the characteristics, needs, motivations, behaviors and preferences of the main consumer groups in the Beijing plastic surgery hospital market, as well as their cognition, attitudes and choices of different plastic surgery hospitals, as well as their evaluation and feedback on the quality and effect of plastic surgery hospital services;

Competitor analysis: analyze the basic situation, market position, competitive strategy, competitive advantages and disadvantages of the main competitors in Beijing plastic surgery hospital market, as well as their brand image and reputation in the eyes of consumers;

Customer analysis: analyze the current situation and problems of customers in Beijing plastic surgery hospital market, including customer brand awareness, market share, service items, service quality, price strategy, marketing strategy, etc., and compare and analyze the gap with competitors;

Suggestions and solutions: based on market research results, provide customers with targeted suggestions and solutions, including how to enhance brand awareness and influence, how to optimize service quality and effectiveness, how to formulate reasonable price strategies and marketing strategies, how to improve customer satisfaction and loyalty, and how to plan future development directions and goals.