本文選題：GA公司　切入點(diǎn)：激光美容設(shè)備　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】：美容行業(yè)是近二十年發(fā)展起來的一種服務(wù)行業(yè)。隨著人民收入提高,生活方式和消費(fèi)習(xí)慣的改變,美容服務(wù)逐漸成為一個(gè)新的消費(fèi)熱點(diǎn)。美容服務(wù)的市場(chǎng)需求快速增長(zhǎng),各種美容產(chǎn)品層出不窮而且利潤(rùn)可觀。目前,我國(guó)的美容產(chǎn)業(yè)已經(jīng)從始創(chuàng)的萌芽期過渡到了成長(zhǎng)膨脹期。美容產(chǎn)業(yè)已經(jīng)形成了比較完整的產(chǎn)業(yè)鏈,它橫跨服務(wù)、生產(chǎn)、科研、教育培訓(xùn)、商貿(mào)和媒體等產(chǎn)業(yè),涉及部門繁雜。美容產(chǎn)品的生命周期既具有一般產(chǎn)品生命周期的普遍性,又具有其特殊性。這對(duì)于分析美容產(chǎn)品生命周期不同階段的市場(chǎng)營(yíng)銷策略有重要意義。 GA公司是一家生產(chǎn)激光美容設(shè)備的企業(yè),位于美容產(chǎn)業(yè)鏈的中游。GA公司在1998年創(chuàng)業(yè)初期,資產(chǎn)二百多萬元,員工十幾個(gè)人是個(gè)中小規(guī)模企業(yè),到2005年已經(jīng)發(fā)展到資產(chǎn)上千萬元,員工近百人的業(yè)內(nèi)龍頭企業(yè)。取得這些業(yè)績(jī)主要是由于GA公司為其支柱產(chǎn)品——激光除色機(jī),在產(chǎn)品生命周期的各個(gè)階段上分別制定了行之有效的市場(chǎng)營(yíng)銷策略。 GA公司的市場(chǎng)營(yíng)銷策略可以總結(jié)為幾個(gè)方面:首先,在引入期,采取了快速撇脂戰(zhàn)略,以高價(jià)格和高促銷費(fèi)用,以求快速擴(kuò)大銷售量,搶占市場(chǎng)份額,同時(shí)也獲得了可觀的利潤(rùn)。其次,在成長(zhǎng)期,GA公司通過增加產(chǎn)品功能,改善產(chǎn)品品質(zhì),降低價(jià)格,吸引潛在客戶,調(diào)整促銷方式等方法,維持較高的利潤(rùn)率和市場(chǎng)占有率。再次,在產(chǎn)品成熟期,GA公司擴(kuò)大產(chǎn)品組合的長(zhǎng)度和深度,吸引那些有不同需要的客戶,另外,增加代理商的數(shù)量,加強(qiáng)廣告,增加人員推銷。最后,在激光除色機(jī)的衰退期采用了繼續(xù)戰(zhàn)略。在國(guó)內(nèi)市場(chǎng),基本還使用成熟期的分銷方式和促銷方式,延續(xù)著產(chǎn)品的生命。并且積極尋找國(guó)際市場(chǎng),使該產(chǎn)品的銷售量和利潤(rùn)得以提高。 當(dāng)然,在GA公司的發(fā)展過程中也存在著一些問題,比如營(yíng)銷后勤、渠道沖突、網(wǎng)絡(luò)廣告和組織結(jié)構(gòu)設(shè)計(jì)方面還不夠理想,在一定程度上影響了企業(yè)的效率。
[Abstract]:The beauty industry is a kind of service industry developed in the past two decades. With the increase of people's income, the change of life style and consumption habits, beauty service has gradually become a new consumption hot spot. The market demand for beauty services is growing rapidly. At present, the beauty industry in our country has transitioned from a budding period to a period of growth and expansion. The beauty industry has formed a relatively complete industrial chain, spanning services, production, and scientific research. Industries such as education, training, commerce and the media involve a variety of sectors. The life cycle of beauty products has the universality of the general product life cycle. It is of great significance to analyze the marketing strategies in different stages of the life cycle of beauty products. Ga is a company that produces laser beauty equipment. Located in the middle of the beauty industry chain, GA started its business in 1998 with assets of more than 2 million yuan, and a dozen employees are small and medium-sized enterprises. By 2005, it had developed to tens of millions of yuan in assets. The main reason for these achievements is that GA has worked out effective marketing strategies in each stage of the product life cycle for its pillar product-laser decolorizing machine. The marketing strategy of GA Company can be summed up in several aspects: first of all, in the introduction period, it has adopted the strategy of quick skimming, with high price and high promotion cost, in order to quickly expand the sales volume and seize the market share. At the same time, it has also made considerable profits. Secondly, in the growing period, by increasing product functions, improving product quality, lowering prices, attracting potential customers, adjusting promotion methods and so on, Maintain a high profit margin and market share. Thirdly, during the product maturity period, GA will expand the length and depth of its product portfolio to attract customers with different needs. In addition, it will increase the number of agents and strengthen advertising. Finally, the continued strategy was adopted during the recession of the laser decolorizer. In the domestic market, the mature distribution and promotion methods were basically used, which perpetuated the life of the product, and actively sought the international market. Increase the sales and profit of the product. Of course, there are some problems in the development of GA Company, such as marketing logistics, channel conflict, network advertising and organizational structure design, which to some extent affect the efficiency of enterprises.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F426.4

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本文編號(hào)：1570206