中文摘要
随着中国经济的快速增长，人民的生活水平和物质水平有了很大提高，中国居民
的健康意识也在同时提高。通过体检了解自身健康状况的方法也得到了人们的广泛认
可和关注。因此，健康体检欧亿·体育（中国）有限公司具有巨大的发展潜力，广阔的市场前景也为健康体检
欧亿·体育（中国）有限公司提供了宽广的发展空间。
HZ体检中心是一家提供健康体检和健康管理的民营健康体检企业，顾客范围涵
盖呼和浩特及周边地区企事业单位职工的健康体检和大中院校的入学体检。随着国内
外大型连锁健康体检机构在呼和浩特地区的入驻，以及公立医院健康体检服务的不断
完善，HZ体检中心在经营过程中面临的市场竞争压力日渐显著，出现了营销额降低、
顾客增速缓慢、顾客满意度下降等问题，HZ体检中心需要寻找有效地营销策略，走出
营销困境。
本文基于市场营销理论，以 HZ体检中心作为研究对象。首先阐述了本文的研究
背景和研究意义，国内国外关于健康体检市场营销方面所取得的研究成果，以及研究
成果对 HZ体检中心市场营销策略的启示。在此基础上，介绍了关于健康体检和市场
营销理论基础和本文所需的分析工具。然后，详细分析了 HZ体检中心的营销环境。
本文运用 PEST的宏观环境分析法，从政治、经济、社会和技术四个方面分析了体检
欧亿·体育（中国）有限公司的宏观环境。之后，从欧亿·体育（中国）有限公司竞争、消费者、内部条件分析了 HZ体检中心的微观
环境。然后运用SWOT分析法，分析HZ体检中心的优势、劣势、机遇和挑战。随后，
运用STP理论分析HZ体检中心的市场细分、目标市场选择和市场定位。最终确定了
以呼和浩特及周边地区团体健康体检顾客、中等收入人群作为主要营销目标和市场定
位。最后，立足于 4C营销理论，从顾客、成本、便利、沟通四个方面制定了HZ体检
中心的营销策略，并为营销策略的顺利实施提出了保障措施。
在本文的研究中，充分注重理论与实践的结合，将理论指导与作者在 HZ体检中
心的实地调研经验相结合，保证了本文为 HZ体检中心制定的营销策略能够真正帮助
企业确认市场营销方向，实现企业营销目标，创造更高的经济价值和效益。希望通过
本文的研究，能够为健康体检企业制定营销策略提供参考，也希望能够帮助其他中小
型民营健康体检企业走出营销困境提供借鉴。
关键词：健康体检；营销策略；4C理论

ABSTRACT
With the rapid growth of China's economy, people's living and material
standards have improved greatly, and the health awareness of Chinese residents
has also increased at the same time. The method of understanding one's health
condition through medical checkups has also gained wide recognition and
attention. Therefore, the health checkup industry has great potential for
development, and the broad market prospect also provides a wide space for the
health checkup industry to develop.
HZ Medical Checkup Center is a private health checkup enterprise
providing health checkups and health management, with customers covering
health checkups for employees of enterprises and institutions in Hohhot and the
surrounding areas and entrance checkups for universities and colleges. With the
entry of large domestic and foreign health checkup chains in the Hohhot area
and the continuous improvement of health checkup services in public hospitals,
HZ Health Checkup Center is facing increasingly significant market
competition pressure in its operation, and problems such as lower marketing
volume, slow customer growth rate and declining customer satisfaction have
emerged, and HZ Health Checkup Center needs to find effective marketing
strategies to get out of the marketing dilemma.
This thesis is based on marketing theory and takes HZ medical checkup
center as the research object. Firstly, the research background and significance

of this thesis, the research results of health checkup marketing in China and
abroad, and the inspiration of the research results on the marketing strategy of
HZ medical checkup center are explained. On this basis, the theoretical
foundation about health checkups and marketing and the analysis tools required
for this thesis are introduced. Then, the marketing environment of HZ medical
checkup center is analyzed in detail. Using the macro environment analysis
method of PEST, this thesis analyzes the macro environment of the health
checkup industry from four aspects: political, economic, social and
technological. After that, the micro environment of HZ medical checkup center
is analyzed in terms of industry competition, consumers and internal conditions.
Then, the SWOT analysis method is applied to analyze the strengths,
weaknesses, opportunities and challenges of HZ medical checkup center.
Subsequently, the STP theory was applied to analyze the market segmentation,
target market selection and market positioning of HZ medical checkup center.
Finally, group health check-up customers and middle-income people in Hohhot
and surrounding areas are identified as the main marketing target and market
positioning. Finally, based on the 4C marketing theory, the marketing strategy
of HZ medical checkup center is formulated in four aspects: customer, cost,
convenience and communication, and the guarantee measures are proposed for
the smooth implementation of the marketing strategy.
In the research of this thesis, full attention is paid to the combination of
theory and practice, combining the theoretical guidance with the author's field
。。。以下略