Redesigning Marketing for Traditional Chinese Medicine Clinics in China
Name
Liu-Dahai-MSMS-Sloan-2022-unsigned.pdf
Description
Thesis PDF
Size
514.25 KB
Format
Adobe PDF
Checksum (MD5)
1f0f0689d55f145f1df6560a80b66fce
Author(s)
Liu, Dahai
Advisor(s)
Zhang, Juanjuan
Date Issued
May 2022
Publisher
Massachusetts Institute of Technology
Abstract
With China's ongoing development, Chinese people have more and higher standards for quality of life and are becoming increasingly concerned about their health. TCM also has a positive image among Chinese people and has received strong support from Chinese medical regulations, resulting in a rapid increase in the number of TCM clinics in China in recent years. As a result, TCM clinics have a lot of room for growth. However, for historical reasons, TCM clinics do not devote enough attention to marketing. TCM clinics are unable to meet the growing demand of Chinese customers for TCM due to a lack of awareness. With such a knowledge gap, TCM clinics' marketing initiatives are becoming increasingly vital.
This study summarizes and categorizes TCM clinics and doctors in China to serve as a foundation for future marketing strategies and approaches. Furthermore, previous TCM clinic marketing focused solely on the consumer side and ignored the doctor side. As a result, this paper's marketing strategy and tactics will target both customers and doctors, as well as redesign existing TCM clinic marketing. To begin, this study examines the TCM clinics' business environment and marketing issues in China, concluding that TCM clinics primarily have unclear marketing strategies, simplistic marketing methods, and a lack of marketing organizations. Second, the marketing environment of TCM clinics is examined, with the conclusion that, in terms of political policy, economy, social environment, and technical means, China is presently friendly to the development of TCM clinics, providing fertile ground for marketing. Finally, TCM clinic marketing strategies and tactics are examined in order to identify key market categories and provide five marketing methods in terms of products, services, marketing channels, prices, and promotions. Embracing new technologies, comprehensively constructing digital TCM clinics, and improving accurate digital marketing to consumers and doctors are just a few ways. By revamping the marketing of TCM clinics in China, this study proposes an entire marketing strategy and strategies for TCM clinics. It improves the overall marketing level of TCM clinics, allowing them to run more efficiently. Furthermore, it provides consumers with improved TCM services as well as a better working environment and compensation for TCM doctors.
MIT Department
Sloan School of Management
Terms of Use
In Copyright - Educational Use Permitted
Copyright retained by author(s)
Persistent DSpace Link
