本文選題：紫蘇養(yǎng)生　切入點(diǎn)：經(jīng)營(yíng)模式　出處：《石河子大學(xué)》2017年碩士論文

【摘要】：[研究背景]近年來,美容養(yǎng)生行業(yè)競(jìng)爭(zhēng)日趨激烈。上海紫蘇的發(fā)展也面臨巨大的挑戰(zhàn)與壓力,銷售增長(zhǎng)放緩甚至出現(xiàn)負(fù)增長(zhǎng),一些單店出現(xiàn)虧損,發(fā)展面臨瓶頸。[目的]一方面可以進(jìn)一步豐富經(jīng)營(yíng)發(fā)展的相關(guān)理論,更好的完善關(guān)于美容養(yǎng)生行業(yè)經(jīng)營(yíng)發(fā)展的相關(guān)理論研究;另一方面,能夠?yàn)楦嗟拿廊蒺B(yǎng)生企業(yè)的良性發(fā)展提供一定的參考依據(jù)。[方法]本文將采取定性分析與定量分析相結(jié)合的方法,通過資料查閱、文獻(xiàn)收集了解目前上海紫蘇經(jīng)營(yíng)的發(fā)展現(xiàn)狀;對(duì)該行業(yè)的整體宏觀環(huán)境及企業(yè)內(nèi)部環(huán)境進(jìn)行SWOT分析,運(yùn)用PEST分析法、三大戰(zhàn)略和五力模型理論,研究上海紫蘇的經(jīng)營(yíng)持續(xù)發(fā)展的策略和發(fā)展思路。[內(nèi)容]文章擬分為六個(gè)部分。第一部分為緒論;第二部分為相關(guān)理論闡述和研究方法的介紹;第三部分為運(yùn)用SWOT分析法對(duì)上海紫蘇經(jīng)營(yíng)的環(huán)境進(jìn)行分析;第四部分為上海紫蘇經(jīng)營(yíng)發(fā)展提出相應(yīng)的策略;第五部分對(duì)上海紫蘇經(jīng)營(yíng)發(fā)展提出保障性的措施;最后是研究結(jié)論。[結(jié)論]采取特許加盟與直營(yíng)店相結(jié)合的經(jīng)營(yíng)發(fā)展模式策略,中醫(yī)經(jīng)絡(luò)養(yǎng)生,面部美容護(hù)理、高端科技美容抗衰、女性私密護(hù)理的市場(chǎng)細(xì)分策略,九大標(biāo)準(zhǔn)銷售規(guī)劃管理策略,O2O、微信、APP、管理信息系統(tǒng)的營(yíng)銷模式策略。建立和完善經(jīng)營(yíng)監(jiān)管體系、培訓(xùn)體系、員工績(jī)效體系、財(cái)務(wù)管理體系,持續(xù)創(chuàng)新,不斷提升企業(yè)核心競(jìng)爭(zhēng)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.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.9

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