MARKETING COMMUNICATION AND IMPROVING PLAN FOR DENTAL SERVICE COMPANY
HE, AO (2011)
HE, AO
Mikkelin ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120717507
https://urn.fi/URN:NBN:fi:amk-2011120717507
Tiivistelmä
YAFEI Dental is the first dental enterprise group based on a complete dental industry chain and is one of the upscale clinics in China. I was fortunately hired by YAFEI DENTAL GROUP as the assist of marketing director. This thesis aims at help YAFEI to design an ex-pansion plan in marketing views.
I analysed the industry condition based on my work experience and official dental industrial data published in administrative department. According to the situation, i realized this industry is promising indeed. But more and more followers pour into this market, so how can YAFEI win out from this competitive situation?
I made a marketing research based on the theory of service marketing mix, 8Ps, which can help me get understanding how I can make YAFEI developing without making the mistake on some important aspects.
In my point of view, I found that YAFEI is already has nice reputation and profit, but its development meet obstacle in attracting new customers. Then I want to figure out in professional way the reason why the increase of customer number stopped.
Under my boss’s authority, I started with some research methods to analyze the market and YAIFE situation. The ultimate goal is to find out the answers of questions above, and around this concept to investigate.
As the last part, I made a marketing plan focused on market positioning in comprehensive view according to my studies and work experience at YAFEI.
I analysed the industry condition based on my work experience and official dental industrial data published in administrative department. According to the situation, i realized this industry is promising indeed. But more and more followers pour into this market, so how can YAFEI win out from this competitive situation?
I made a marketing research based on the theory of service marketing mix, 8Ps, which can help me get understanding how I can make YAFEI developing without making the mistake on some important aspects.
In my point of view, I found that YAFEI is already has nice reputation and profit, but its development meet obstacle in attracting new customers. Then I want to figure out in professional way the reason why the increase of customer number stopped.
Under my boss’s authority, I started with some research methods to analyze the market and YAIFE situation. The ultimate goal is to find out the answers of questions above, and around this concept to investigate.
As the last part, I made a marketing plan focused on market positioning in comprehensive view according to my studies and work experience at YAFEI.