SP整形美容机构营销渠道的策略研究

发布时间：2018-05-29 07:31

本文选题：营销渠道 + 策略研究　；参考：《上海交通大学》2007年硕士论文

【摘要】： 本文以在整形美容行业有一定的代表意义的SP公司整形美容服务营销渠道策略研究为主题,通过将营销渠道理论与实证有机结合,对SP公司现存的主要营销渠道问题进行剖析,找出问题的症结所在并提出新的营销渠道模式。本文从整形美容行业与SP公司的分析入手,对SP公司营销渠道策略方案进行了全面的分析、设计和评价。对SP公司建立服务营销渠道的必要性,如何设立并调整分销目标,如何明确各项分销任务,如何设立各类可行的渠道结构,如何分析影响渠道结构的因素,如何选择适宜的渠道结构,如何选择渠道成员等问题进行了详尽阐述并提出了具体操作方法,最后对SP公司新型营销渠道在试运行中面临的实际问题进行了分析和评价。本文提出了整形美容服务通过中间商进行销售的模式。本文研究和实践经验表明,在整形美容行业的传统广告营销模式中,引入中间商(美容院)建立新的营销渠道是切实可行的。整形美容企业应该根据自己服务区域的特征和企业的自身条件,因地制宜地设计出适合自己的服务营销渠道,并坚定的推行下去,才能在市场竞争中取得领先优势。
[Abstract]:This paper focuses on the research on the marketing channel strategy of plastic and cosmetic service in SP company, which has certain representative significance in the plastic and cosmetic industry. Through the combination of marketing channel theory and empirical analysis, the main marketing channel problems of SP company are analyzed, and the crux of the problem is found out and the new marketing channel model is put forward.
Starting with the analysis of plastic and cosmetic industry and SP company, this paper makes a comprehensive analysis, design and evaluation on the marketing channel strategy of SP company. It is necessary to establish service marketing channel for SP company, how to set up and adjust the distribution target, how to define various distribution tasks, how to set up various feasible channel structures, and how to analyze the shadow. The factors of the sound channel structure, how to choose the suitable channel structure, how to select the channel members and so on are elaborated and the specific operation methods are put forward. Finally, the actual problems faced by the new marketing channel of SP company in the trial operation are analyzed and evaluated.
This paper puts forward the model of plastic and cosmetic service selling through middleman. The research and practice experience shows that in the traditional advertising marketing model of plastic and cosmetic industry, it is feasible to introduce a new marketing channel by introducing the middleman (beauty salon). In order to win the leading edge in market competition, we must design suitable marketing channels for ourselves according to local conditions and carry out firmly.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F719.9

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