本文選題：T美容院　切入點(diǎn)：市場(chǎng)營(yíng)銷(xiāo)　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)美容業(yè)在幾十年的發(fā)展中經(jīng)歷了無(wú)數(shù)的風(fēng)雨，但卻成為續(xù)房地產(chǎn)、汽車(chē)后的又一個(gè)快速增長(zhǎng)的行業(yè)。它的增長(zhǎng)速度快不僅是因?yàn)樯鐣?huì)的發(fā)展，經(jīng)濟(jì)的帶動(dòng)，更多的是市場(chǎng)的需求和消費(fèi)者消費(fèi)觀念的改變，要想滿足消費(fèi)者需求，只有在經(jīng)營(yíng)過(guò)程中不斷的修正，改進(jìn)，，甚至于改變?cè)械膽?zhàn)略定位。大型美容機(jī)構(gòu)之所以能夠不斷發(fā)展壯大，就是因?yàn)樗麄兣c時(shí)俱進(jìn)，善于應(yīng)變，經(jīng)�？偨Y(jié)，充分了解市場(chǎng)動(dòng)態(tài)，積極與客戶溝通。因此，企業(yè)應(yīng)重視營(yíng)銷(xiāo)戰(zhàn)略的確定、執(zhí)行、并適時(shí)進(jìn)行調(diào)整。美容院雖然目前發(fā)展趨勢(shì)很好，可卻必須認(rèn)識(shí)到即將面臨的巨大壓力。在經(jīng)營(yíng)管理的過(guò)程中怎樣實(shí)施營(yíng)銷(xiāo)策略，如何解決實(shí)施營(yíng)銷(xiāo)過(guò)程中的種種問(wèn)題是龍泉地區(qū)T美容院所要面對(duì)的實(shí)際問(wèn)題，雖然T連鎖美容院在多年的經(jīng)營(yíng)過(guò)程中也積累了很多成功的經(jīng)驗(yàn)，但畢竟要跟上這個(gè)社會(huì)發(fā)展速度，所以為了不在成為下一個(gè)曇花一現(xiàn)的失敗者，如何發(fā)揮T美容院的優(yōu)勢(shì)，如何擁有自身資源和整合優(yōu)勢(shì)下擴(kuò)大自己的市場(chǎng)占份額和影響力是困擾美容院發(fā)展的一個(gè)難題。 本文首先詳細(xì)闡述了營(yíng)銷(xiāo)戰(zhàn)略的相關(guān)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(chǎng)營(yíng)銷(xiāo)的發(fā)展現(xiàn)狀，通過(guò)對(duì)T消費(fèi)者的各項(xiàng)期望和滿意度進(jìn)行了分析，分析了消費(fèi)者對(duì)主要產(chǎn)品和服務(wù)項(xiàng)目流程的評(píng)價(jià)以及對(duì)美容顧問(wèn)對(duì)推薦產(chǎn)品的態(tài)度，消費(fèi)者體驗(yàn)后的購(gòu)買(mǎi)率以及購(gòu)買(mǎi)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(fèi)者可能存在的其它需求及其他決策因素。對(duì)T在龍泉地區(qū)美容院的營(yíng)銷(xiāo)戰(zhàn)略進(jìn)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(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

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