Research in Positioning Practices of Private Medical Centers on the Example of Nizhny Novgorod Market

Nowadays in the modern market of services, depending on the level of complexity, the process of gaining the consumers` attention becomes more complicated. Positioning of goods or services that the company offers to its customers, is one of the most important stages of developing any marketing strategy. The problems that many of modern companies face is the lack of clear positioning, which leads to awarenessless of consumers of services. The aim of the final qualification work is identification of established positioning practices in medical centres of Nizhny Novgorod and determining the direction of differentiation of the "Chinese Center of Health" LLC from competitors. The work consists of theoretical and practical parts. In the theoretical part of the work, questions are about the essence, the goals of positioning, and also the research of strategies and methods of positioning. The practical part of the work is devoted to the development of the positioning strategy for LLC "Chinese Center for Health". The research is based on the methodology of constructing client perceptions. At the end of the final qualifying work, recommendations were formulated to improve the positioning strategy of LLC "Chinese Center for Health".