龙泉地区T美容院营销战略研究

发布时间：2018-03-04 15:33

本文选题：T美容院　切入点：市场营销　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国美容业在几十年的发展中经历了无数的风雨，但却成为续房地产、汽车后的又一个快速增长的行业。它的增长速度快不仅是因为社会的发展，经济的带动，更多的是市场的需求和消费者消费观念的改变，要想满足消费者需求，只有在经营过程中不断的修正，改进，，甚至于改变原有的战略定位。大型美容机构之所以能够不断发展壮大，就是因为他们与时俱进，善于应变，经常总结，充分了解市场动态，积极与客户沟通。因此，企业应重视营销战略的确定、执行、并适时进行调整。美容院虽然目前发展趋势很好，可却必须认识到即将面临的巨大压力。在经营管理的过程中怎样实施营销策略，如何解决实施营销过程中的种种问题是龙泉地区T美容院所要面对的实际问题，虽然T连锁美容院在多年的经营过程中也积累了很多成功的经验，但毕竟要跟上这个社会发展速度，所以为了不在成为下一个昙花一现的失败者，如何发挥T美容院的优势，如何拥有自身资源和整合优势下扩大自己的市场占份额和影响力是困扰美容院发展的一个难题。本文首先详细阐述了营销战略的相关理论，并分析了美容行业的发展历程，接着分析了龙泉地区T美容院市场营销的发展现状，通过对T消费者的各项期望和满意度进行了分析，分析了消费者对主要产品和服务项目流程的评价以及对美容顾问对推荐产品的态度，消费者体验后的购买率以及购买的影响因素，并分析了客户的整体满意度、客户流失以及消费者可能存在的其它需求及其他决策因素。对T在龙泉地区美容院的营销战略进行优化。
[Abstract]:China's beauty industry has experienced countless storms in the decades of development, but it has become another fast growing industry behind the real estate industry and the automobile industry. Its rapid growth rate is not only due to the development of society, but also to the drive of the economy. More is the market demand and consumer consumption concept changes, in order to meet consumer demand, only in the business process of continuous revision, improvement, Even to change the original strategic positioning. The reason why large beauty institutions can continue to grow and grow is because they keep pace with the times, be good at responding to the situation, often sum up, fully understand the market dynamics, and actively communicate with customers. Enterprises should attach importance to the determination, implementation and timely adjustment of marketing strategy. Although the development trend of beauty salon is very good, they must realize the enormous pressure they will face. How to implement marketing strategy in the process of management, How to solve all kinds of problems in the process of implementing marketing is the practical problem that T beauty salon in Longquan area has to face, although T chain beauty salon has accumulated a lot of successful experience in the course of operating for many years. But after all, we have to keep up with the pace of social development, so in order not to become the next short-lived loser, how to give play to the advantages of T beauty salon, How to expand their market share and influence under their own resources and integration advantages is a difficult problem that puzzles the development of beauty salon. In this paper, the related theories of marketing strategy are described in detail, and the development course of beauty industry is analyzed, and then the present situation of marketing of T beauty salon in Longquan area is analyzed. Through the analysis of the expectations and satisfaction of T consumers, the evaluation of the main products and service items and the attitude of the beauty consultants to the recommended products are analyzed. The purchase rate and the factors influencing the purchase after the consumer experience, and the overall satisfaction of the customer were analyzed. Customer turnover and other consumer needs and other decision factors. Optimize T's marketing strategy in Longquan area beauty salon.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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