Marketing Strategy Research in China’s Medical Aesthetics Industry: A Comparative Analysis of YS Medical Aesthetics Chongqing Branch and Y Medical Aesthetics Company

DOI

10.2991/978-94-6239-801-6_109How to use a DOI?

Keywords

Medical Aesthetics; Marketing Strategy; STP; 7Ps; Experiential Marketing; Customer Loyalty

Abstract

With the rapid growth of China’s medical aesthetics sector, the challenge faced by providers, like competition, information asymmetry, persistent trust and safety concerns becomes more intensive. These factors undermine the long-term viability of growth strategies which driven primarily by traffic and price elements. This paper compares the marketing strategies of YS Medical Aesthetics Chongqing Branch (a chain clinic) and Y Medical Aesthetics Company (an experience-oriented local provider) to examine how service firms can differentiate under following constraints. Using a qualitative comparative case-study design integrating with the STP framework, the 7Ps service marketing mix, and experiential marketing theory. The findings show that YS’s Chongqing branch benefits from chain-level resources and standardized service delivery; however, weak articulation of after-sales value and gaps in digital promotion planning can erode satisfaction and reduce repeat purchases. In contrast, Y Company prioritizes a six-dimension experience design-scene, emotion, product, action, service, and relationship-which helps to reduce perceived risk. Yet, limited creativity, insufficient professional image building, and weak customer interaction constrain customer loyalty and referrals. Based on these insights, the study proposes an integrated optimization pathway that combines experience-driven 7Ps, customer-journey-based CRM, after-sales governance, and compliance-oriented trust communication.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qinyi Yu
PY  - 2026
DA  - 2026/10/23
TI  - Marketing Strategy Research in China’s Medical Aesthetics Industry: A Comparative Analysis of YS Medical Aesthetics Chongqing Branch and Y Medical Aesthetics Company
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1044
EP  - 1052
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_109
DO  - 10.2991/978-94-6239-801-6_109
ID  - Yu2026
ER  -