上海紫苏养生直营连锁机构经营发展研究

发布时间：2018-04-01 14:15

本文选题：紫苏养生　切入点：经营模式　出处：《石河子大学》2017年硕士论文

【摘要】：[研究背景]近年来,美容养生行业竞争日趋激烈。上海紫苏的发展也面临巨大的挑战与压力,销售增长放缓甚至出现负增长,一些单店出现亏损,发展面临瓶颈。[目的]一方面可以进一步丰富经营发展的相关理论,更好的完善关于美容养生行业经营发展的相关理论研究;另一方面,能够为更多的美容养生企业的良性发展提供一定的参考依据。[方法]本文将采取定性分析与定量分析相结合的方法,通过资料查阅、文献收集了解目前上海紫苏经营的发展现状;对该行业的整体宏观环境及企业内部环境进行SWOT分析,运用PEST分析法、三大战略和五力模型理论,研究上海紫苏的经营持续发展的策略和发展思路。[内容]文章拟分为六个部分。第一部分为绪论;第二部分为相关理论阐述和研究方法的介绍;第三部分为运用SWOT分析法对上海紫苏经营的环境进行分析;第四部分为上海紫苏经营发展提出相应的策略;第五部分对上海紫苏经营发展提出保障性的措施;最后是研究结论。[结论]采取特许加盟与直营店相结合的经营发展模式策略,中医经络养生,面部美容护理、高端科技美容抗衰、女性私密护理的市场细分策略,九大标准销售规划管理策略,O2O、微信、APP、管理信息系统的营销模式策略。建立和完善经营监管体系、培训体系、员工绩效体系、财务管理体系,持续创新,不断提升企业核心竞争力。
[Abstract]:[background] in recent years, competition in the beauty and health industry has become increasingly fierce. The development of perilla in Shanghai is also facing enormous challenges and pressures, with sales growth slowing or even negative growth, and some individual stores losing money. [objective] on the one hand, it can further enrich the relevant theories of management and development, and improve the related theoretical research on the management and development of beauty and health industry; on the other hand, It can provide a certain reference for the healthy development of more beauty and health enterprises. [methods] this paper will adopt the method of combining qualitative analysis and quantitative analysis, through the reference of data, Literature collection to understand the current development of perilla management in Shanghai, the overall macro environment of the industry and the internal environment of the enterprise SWOT analysis, using PEST analysis, three strategies and five forces model theory, The article is divided into six parts: the first part is the introduction, the second part is the introduction of related theories and research methods. The third part is to use SWOT analysis method to analyze the environment of perilla management in Shanghai; the fourth part is to put forward the corresponding strategies for the development of perilla perilla management in Shanghai; the fifth part is to put forward the safeguard measures for the management and development of perilla perilla in Shanghai. The last part is the conclusion of the study. [conclusion] the strategy of management and development combined with franchise and direct shop, the market segmentation strategy of traditional Chinese medicine meridian health care, facial beauty care, high-end technology beauty and anti-aging, women's private care, Marketing model strategy of management information system. Establish and perfect management supervision system, training system, employee performance system, financial management system, continuous innovation. Constantly improve the core competitiveness of enterprises.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.9

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