【摘要】：隨著物質(zhì)生活水平的穩(wěn)步提高，人們對美的追求越來越高，現(xiàn)代美容業(yè)面臨著國內(nèi)外市場環(huán)境的波動以及同行業(yè)之間的激烈競爭，傳統(tǒng)的家庭式美容商業(yè)模式已不再滿足企業(yè)未來的長遠(yuǎn)發(fā)展。因此如何有效的利用現(xiàn)代經(jīng)營方式，制定與企業(yè)內(nèi)外部環(huán)境相適應(yīng)的商業(yè)經(jīng)營模式，已成為新概念生活館生存和發(fā)展的頭等大事。美容行業(yè)在中國市場具有消費數(shù)量大、消費人口多、產(chǎn)業(yè)鏈長、投資廣、資金密集、財務(wù)及人際關(guān)系復(fù)雜等特點，再加上近幾年我國美容市場面臨國外產(chǎn)品的擠壓，國內(nèi)環(huán)境的調(diào)控，，因此如何在產(chǎn)品品牌繁多、經(jīng)營模式繁多的形勢下提高新概念生活館的市場競爭能力和風(fēng)險抵御的能力；如何構(gòu)建新概念生活館的商業(yè)經(jīng)營模式是我們目前面臨的重要課題。 本文共分為五個部分。第一部分概括了研究的背景和意義，并對國內(nèi)外的現(xiàn)狀進行了闡述。第二部分介紹了新概念生活館的基本情況并對生活館的連鎖經(jīng)營現(xiàn)狀進行了分析，同時對新概念生活館的優(yōu)勢、劣勢、機會與威脅、存在問題進行了闡述。第三部分論述了新概念生活館的特許經(jīng)營模式的制定并對其優(yōu)化及管理。第四部分對新概念生活館連鎖經(jīng)營模式的實施提出了相應(yīng)的保障措施。 本研究得出了幾點結(jié)論：新概念生活館適合采用新特許經(jīng)營模式與直營連鎖模式相結(jié)合的方式；新概念生活館應(yīng)該制定包括經(jīng)營戰(zhàn)略、開店策略、營銷策略、服務(wù)管理在內(nèi)的戰(zhàn)略和策略；新概念生活館應(yīng)該從組織體系、人力資源保障、信息管理系統(tǒng)體系、文化體系、健全財務(wù)管理這幾個角度來建立保障體系。在課題研究中，本文通過對大量第一手資料進行科學(xué)分析，采取了SWOT分析法、實證法、對比法等方法，力求定性與定量相結(jié)合，避免主觀因素的干擾，符合新概念生活館的客觀實際，能為其連鎖經(jīng)營提供一定的參考依據(jù)，并對類似企業(yè)的戰(zhàn)略研究提供幫助。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F719

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