Jingwen Xu

Date of Award


Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Zhang Gan

Second Advisor

Agnes Berecz


This Business Proposal for ART TRAINING INSTITUTE presents a three-year business plan, which aims to provide aesthetic education in the form of art course training for the workers of China's plastic surgery and aesthetic hospitals, including plastic surgeons and micro-plastic injection surgeons. There is an issue triggered by the fact that a lot of Internet celebrities who received plastic surgery enjoy popularity among numerous fans on China's we-media platforms. How, in what ways and through what channels should we redefine the aesthetic standard? This is also the aesthetic sore point of China's medical cosmetology market which is analyzed by this business proposal. We have come to know that China's medical cosmetology market has a huge demand for art course training by analyzing the market size. ART TRAINING INSTITUTE is committed to providing artistic aesthetic courses for Chinese plastic and aesthetic surgeons. It
improves related personnel's professional and service levels through the experience in learning and practice of art courses and enhances the competitiveness of hospitals and surgeons in the market. Moreover, it provides an opportunity for consumers of such hospitals to consult a higher
aesthetic standard. Based on a large amount of market information and research on target customers, as a pioneer in the industry, we have an absolute first-move competitive advantage, and we have strong confidence that the project will be finally implemented with our rich industry background and market experience.