本文選題：T美容院　切入點：市場營銷　出處：《電子科技大學》2013年碩士論文　論文類型：學位論文

【摘要】：中國美容業(yè)在幾十年的發(fā)展中經(jīng)歷了無數(shù)的風雨，但卻成為續(xù)房地產、汽車后的又一個快速增長的行業(yè)。它的增長速度快不僅是因為社會的發(fā)展，經(jīng)濟的帶動，更多的是市場的需求和消費者消費觀念的改變，要想滿足消費者需求，只有在經(jīng)營過程中不斷的修正，改進，，甚至于改變原有的戰(zhàn)略定位。大型美容機構之所以能夠不斷發(fā)展壯大，就是因為他們與時俱進，善于應變，經(jīng)�？偨Y，充分了解市場動態(tài)，積極與客戶溝通。因此，企業(yè)應重視營銷戰(zhàn)略的確定、執(zhí)行、并適時進行調整。美容院雖然目前發(fā)展趨勢很好，可卻必須認識到即將面臨的巨大壓力。在經(jīng)營管理的過程中怎樣實施營銷策略，如何解決實施營銷過程中的種種問題是龍泉地區(qū)T美容院所要面對的實際問題，雖然T連鎖美容院在多年的經(jīng)營過程中也積累了很多成功的經(jīng)驗，但畢竟要跟上這個社會發(fā)展速度，所以為了不在成為下一個曇花一現(xiàn)的失敗者，如何發(fā)揮T美容院的優(yōu)勢，如何擁有自身資源和整合優(yōu)勢下擴大自己的市場占份額和影響力是困擾美容院發(fā)展的一個難題。 本文首先詳細闡述了營銷戰(zhàn)略的相關理論，并分析了美容行業(yè)的發(fā)展歷程，接著分析了龍泉地區(qū)T美容院市場營銷的發(fā)展現(xiàn)狀，通過對T消費者的各項期望和滿意度進行了分析，分析了消費者對主要產品和服務項目流程的評價以及對美容顧問對推薦產品的態(tài)度，消費者體驗后的購買率以及購買的影響因素，并分析了客戶的整體滿意度、客戶流失以及消費者可能存在的其它需求及其他決策因素。對T在龍泉地區(qū)美容院的營銷戰(zhàn)略進行優(yōu)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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

【參考文獻】

相關期刊論文 前1條

1 楊芳玲;;我國服務營銷的現(xiàn)狀及發(fā)展趨勢[J];河南商業(yè)高等�？茖W校學報;2007年02期

本文編號：1566276