新概念生活馆连锁经营研究

发布时间：2018-10-20 13:54

【摘要】：随着物质生活水平的稳步提高，人们对美的追求越来越高，现代美容业面临着国内外市场环境的波动以及同行业之间的激烈竞争，传统的家庭式美容商业模式已不再满足企业未来的长远发展。因此如何有效的利用现代经营方式，制定与企业内外部环境相适应的商业经营模式，已成为新概念生活馆生存和发展的头等大事。美容行业在中国市场具有消费数量大、消费人口多、产业链长、投资广、资金密集、财务及人际关系复杂等特点，再加上近几年我国美容市场面临国外产品的挤压，国内环境的调控，，因此如何在产品品牌繁多、经营模式繁多的形势下提高新概念生活馆的市场竞争能力和风险抵御的能力；如何构建新概念生活馆的商业经营模式是我们目前面临的重要课题。本文共分为五个部分。第一部分概括了研究的背景和意义，并对国内外的现状进行了阐述。第二部分介绍了新概念生活馆的基本情况并对生活馆的连锁经营现状进行了分析，同时对新概念生活馆的优势、劣势、机会与威胁、存在问题进行了阐述。第三部分论述了新概念生活馆的特许经营模式的制定并对其优化及管理。第四部分对新概念生活馆连锁经营模式的实施提出了相应的保障措施。本研究得出了几点结论：新概念生活馆适合采用新特许经营模式与直营连锁模式相结合的方式；新概念生活馆应该制定包括经营战略、开店策略、营销策略、服务管理在内的战略和策略；新概念生活馆应该从组织体系、人力资源保障、信息管理系统体系、文化体系、健全财务管理这几个角度来建立保障体系。在课题研究中，本文通过对大量第一手资料进行科学分析，采取了SWOT分析法、实证法、对比法等方法，力求定性与定量相结合，避免主观因素的干扰，符合新概念生活馆的客观实际，能为其连锁经营提供一定的参考依据，并对类似企业的战略研究提供帮助。
[Abstract]:With the steady improvement of material standard of living, the pursuit of beauty is becoming higher and higher. The modern beauty industry is facing the fluctuation of market environment at home and abroad and the fierce competition between the same industry. The traditional family-style beauty business model is no longer satisfied with the long-term development of enterprises in the future. Therefore, how to make effective use of modern management mode and to establish a business management model suitable to the internal and external environment of the enterprise has become a top priority for the survival and development of the new concept life library. The beauty industry in China has the characteristics of large amount of consumption, large consumption population, long industrial chain, wide investment, intensive capital, complex financial and interpersonal relationships, etc. In addition, in recent years, China's beauty market is facing the squeeze of foreign products. The regulation of domestic environment, so how to improve the market competitiveness and risk resistance of the new concept life museum under the situation of a wide variety of product brands and business models; How to construct the new concept life hall's business management mode is an important subject that we are facing at present. This paper is divided into five parts. The first part summarizes the background and significance of the study, and describes the current situation at home and abroad. The second part introduces the basic situation of the new concept life museum and analyzes the current situation of the chain operation of the new concept life museum. At the same time, it expounds the advantages, disadvantages, opportunities and threats, and the existing problems of the new concept life museum. The third part discusses the establishment, optimization and management of the franchising mode of the new concept life museum. The fourth part puts forward the corresponding safeguard measures to the implementation of the chain management mode of the new concept life hall. This study draws several conclusions: the new concept life hall is suitable for the combination of the new franchise mode and the direct chain mode, and the new concept life hall should include the management strategy, the store opening strategy, the marketing strategy, the new concept life hall should make the management strategy, the store opening strategy, the marketing strategy, The new concept life library should establish the security system from the aspects of organization system, human resources guarantee system, information management system, culture system and perfect financial management system. In the course of the research, through the scientific analysis of a lot of firsthand data, we adopt the methods of SWOT analysis, positivism, contrast, and try to combine qualitative and quantitative to avoid the interference of subjective factors. In line with the objective reality of the New concept Life Museum, it can provide some reference basis for its chain management and help the strategic research of similar enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719

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