| Table of Figures & Tables | 第1-6页 |
| 中文摘要 | 第6-7页 |
| Abstract | 第7-8页 |
| 1 Introduction | 第8-10页 |
| ·Motivation and the objectives | 第8页 |
| ·Logic of structuring the research | 第8-9页 |
| ·Key features | 第9-10页 |
| 2 Medical aesthetics industry in China | 第10-22页 |
| ·Historical view | 第10-11页 |
| ·Technological view | 第11-14页 |
| ·Socio-economic view | 第14-16页 |
| ·Strategic analysis:Porter's five forces | 第16-22页 |
| 3 Attractiveness of Shanghai's medical aesthetics market | 第22-25页 |
| ·Symbolic status of Shanghai in China | 第22页 |
| ·High market potential | 第22-23页 |
| ·High profitability | 第23-24页 |
| ·Opportunities for chain clinics | 第24页 |
| ·Convenient transportation systems | 第24-25页 |
| 4 Entry barriers to Shanghai's medical aesthetics market | 第25-30页 |
| ·Regulations | 第25-26页 |
| ·Competitors | 第26-28页 |
| ·State-owned hospitals | 第26-27页 |
| ·Joint-ventured hospitals | 第27页 |
| ·Beauty shops and hair saloons | 第27-28页 |
| ·High requirement for facilities | 第28页 |
| ·Shortage of supplementary resources | 第28-30页 |
| 5 Strategic options for entering Shanghai's medical aesthetics market | 第30-36页 |
| ·Acquisition versus establishment | 第30页 |
| ·Illustration of core values | 第30-31页 |
| ·Necessity of expertise | 第31页 |
| ·Adoption of latest technologies and facilities | 第31-32页 |
| ·Deliver of high quality services | 第32页 |
| ·Development of strong customer relationship | 第32-33页 |
| ·Expansion to surrounding markets | 第33页 |
| ·Collaboration with related industries | 第33页 |
| ·Training and retention of employees | 第33-35页 |
| ·Efficient information system | 第35-36页 |
| 6 Case study:the Litz medical aesthetics clinic | 第36-50页 |
| ·Overview | 第36-37页 |
| ·Background | 第36页 |
| ·Analyzing the resources of Litz | 第36-37页 |
| ·Strategic positioning | 第37-47页 |
| ·Conducting a market survey | 第37-44页 |
| ·Selecting the target markets | 第44-46页 |
| ·Positioning | 第46-47页 |
| ·Market entry strategies | 第47-50页 |
| ·Quick entry through acquisition | 第47页 |
| ·Emphasizing the expertise of the medical professor | 第47页 |
| ·Promoting the latest laser rejuvenation and hair removal | 第47-48页 |
| ·Hiring young and beautiful personnel to reach the target markets | 第48页 |
| ·Cooperating with fashion beauty shops and hair saloons | 第48页 |
| ·Designing an attractive website with real-time communication | 第48-50页 |
| 7 Conclusion | 第50-51页 |
| Appendix | 第51-54页 |
| References | 第54-56页 |
| Acknowledgement | 第56-57页 |
