摘要在经济快速发展和人们日益增长的美好生活的驱动下，人们将重心转移到了如何提高生活品质方面，尤其是开始着重关注个人的健康状况。在这样一个需求动力下，我国的体检行业在近十年来蓬勃发展，涌现出了一大批专业的体检机构，美年大健康集团凭借着十余年的拼搏和发展，夺取了中国体检行业的龙头位置。尽管如此，随着我国对外开放的力度加大，许多海外企业和资本也纷纷涌入中国市场，传统的体检行业逐渐面临着红海危机。近几年来，美年大健康集团的市场份额逐年下降，其营销策略的效果受到质疑。本文以美年大健康集团在厦门的分公司作为研究对象，选择现代营销理论的重点阐述厦门美年大健康的市场营销策略，在此基础上总结出其营销策略存在的问题包括：产品竞争力不足，品牌意识缺乏；定价策略不完备：营销渠道有限：促销策略形式单一等。并提出改进建议：优化产品策略，完善体检产品组合：强化价格策略，调整体检套餐价格层次：升级渠道策略，促进网络营销：创新促销策略，突出品牌优势等。关键词：美年大健康：体检行业：营销策略IAbstractDriven by the rapid economic development and people's increasingly better lifepeople have shifted their focus to how to improve their quality of life,In particular,tofocus on the health of individuals.Under such a demand driving force,China'sphysical examination industry has been booming in the past decade,with a largenumber of professional physical examination institutions emerging.Beauty healthgroup has won the leading position in China's physical examination industry withmore than 10 years of hard work and development.Nevertheless,with China'sopening up to the outside world,many overseas enterprises and capital have rushedinto the Chinese market,the traditional medical industry is gradually facing the redsea crisis.In recent years,the market share of Beauty health group has been decliningyear by year,and the effect of its marketing strategy has been questioned.Based on the analysis method of modern marketing theory,this paper intends tofocus on the marketing strategy of xiamen Beauty health group based on its branch inBeauty as the research object,and summarize the existing problems of its marketingstrategy,including:insufficient product competitiveness,lack of brand awareness;Incomplete pricing strategy;Limited marketing channels;single form of promotionstrategy and so on.Put forward improvement Suggestions:optimize the productstrategy,improve the physical examination product portfolio;Strengthen the pricestrategy,adjust the price level of the physical examination package;Optimize channelstrategy,consolidate network marketing;Innovate the promotion strategy,highlightthe brand advantage and so on.Key words:Beauty health;Medical examination industry;The marketing strategyII目录摘要I11.1研究背景1.2研究意义21.2.1理论意义21.2.2实践意义.…31.3.1国外研究现状41.3.2国内研究现状451.5研究方法1.5.1文献分析法51.5.2比较研究法52厦门美年大健康公司营销策略分析62.1.1技术层面分类产品62.1.2个检产品62.3.1传统的营销渠道..82.3.2网络营销渠道99993厦门美年大健康公司营销策略存在的问题10103.2营销定价策略不完备103.3传统营销渠道有待加强，网络营销渠道发展不足3.4促销策略形式单一114厦门美年大健康公司营销策略的优化建议1212124.1.2建立健康档案创新服务134.2价格策略13134.3.1团队体检市场策略134.3.2个人体检市场策略144.3.3网络营销策略.…14144.4.1人员推销1515III