USST_Arts_117200840CC纤体美容连锁机构服务营销策略研究

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3.0 赵德峰 2024-11-11 4 4 885.23KB 77 页 15积分

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摘要

随着中国经济的快速发展，人们的生活水平不断提高，消费观念也出现了转

变，人们用于第三产业—服务行业的消费越来越多。中国美容服务行业是发展迅

速的新兴的产业，没有国家财政支持，并且在发展初期得不到社会认可。从改革

开放以来，经过 20 多年的摇摆发展，迅速成长为继通讯、旅游后最快的服务行业

之一，获得了有目共睹甚至令人称奇的成绩。然而，随着行业的发展，越来越多

的人认识到目前行业存在着诸多的问题，另外，随着中国加入 WTO，国际大型的

美容连锁机构纷纷进入中国，与本土企业争夺巨大的中国市场。由于激烈的竞争，

以致很多的美容院举步维艰，有的在苦苦支撑，有的更是昙花一现。究其原因，

在于从事美容行业的经营者相关的经营管理和营销知识不专业、不系统、不全面。

相对于以产品为核心的第一、二产业服务营销的成熟运用，作为服务行业的美容

行业，以顾客为中心的服务营销策略在美容行业的应用研究才刚刚起步。为满足

我国美容行业健康快速地发展的需要，对美容行业服务营销问题的研究有着重大

的现实意义。

论文以在上海刚刚成立的 CC 纤体美容连锁机构为研究对象，从现有的经营管

理和营销诊断入手，通过对上海地区美容纤体营销环境以及对做美容纤体护理的

消费者的消费行为特点的系统分析，确定了 CC 纤体美容连锁机构的目标市场和市

场定位，结合服务营销理论，设计了以顾客价值为核心产品策略、以发展高端市

场群体为主的会员制、卡务制价格策略、以人为本内部营销的人员策略、以顾客

感受为主服务过程策略、以树立公司品牌的有形展示策略等 7P 组合的服务营销策

略。希望通过对 CC 纤体的服务营销策略的改进措施，帮助 CC 纤体美容连锁机构

在上海地区乃至全国的专业美容纤体行业激烈的市场竞争中脱颖而出，成为专业

美容纤体行业占领高端市场的新生力量和行业领导者。同时，为同行业其他企业

提供一些营销策略和方法的借鉴。

关键词：专业美容纤体连锁经营服务营销策略

ABSTRACT

With the development of China economy, the living standard of peopele’s life is

improving gradually. As the value of consumption has changed, the expense spends on

tertiary industry namely service industry is becoming more and more. Beauty industry

as one sector of service industry, the development of this emerging industry is rapid

even through without the support of China finical policy and also has not been

approved by society in a long term. But since the reform and opening up, beauty

industry went through an unstable development more than 30 years, but now beauty

industry becomes one of emerging service industry after auto and tourism industry, it

obtains an amazing achievement to all people. Although with the development of

industry, more and more people recognize that beauty industry has many problems. In

addition，

with China's accession to the WTO，

large beauty chain institutions enter China

beauty industry, and engaged in the beauty industry to compete with Chinese enterprises

for the share of the Chinese market, but due to fierce competition, some beauty salons

are very difficult to do business, some manage hard to survive, some obtains a big

success but immediately goes break. The reason is that the operators who engaged in the

beauty industry are lack of management and marketing knowledge, while their

management and marketing knowledge are not professional, not comprehensive, not

systemic. Comparing to the First and Secondary Industry which apply product- oriented

service marketing strategy, while as the service sector of beauty industry, the study on

application of customer-oriented service marketing strategy in the beauty industry has

just begun. In order to meet the needs of China's beauty industry healthy and rapid

development, it has a great practical significance to study service marketing strategy in

the beauty industry.

The thesis studies on the emerging CC beauty & slimming chain institutions in

Shanghai. It studies from existing operating management and marketing diagnosis,

through the systematic analysis of beauty & slimming marketing environment in

Shanghai areas and the consumption behavior characteristics of beauty care consumers.

It ascertains target market and market positioning of CC beauty & slimming chain

institutions and combines with the theory of service marketing. It designs 7 P service

marketing strategy that is customer-oriented product strategy, developing high-end

market group membership strategy, card based price strategy, People-oriented internal

marketing personnel strategy, customer experiencing service process strategy,

establishing the company's brand of tangible demonstration strategy. I hope through

improving measures for CC beauty & slimming’s service marketing strategy, to help

CC beauty & slimming chain institutions standing out in the Shanghai region and even

in the country's beauty industry with the fierce market competition, to become

professional beauty industry which occupies the high-end market strength and

outstanding. At the same time, hope this paper can provide some theoretical

contributions to marketing academic research in China, and to provide some marketing

strategies and methods for enterprises in the same industry.

Key words: Professional beauty slimming, chain management, Service

marketing strategy

中文摘要

ABSTRACT

第一章绪论 .....................................................................................................................1

1.1 研究背景 ............................................................................................................1

1.2 研究的目的及意义 ............................................................................................2

1.3 国内外研究综述 ................................................................................................2

1.3.1 美容纤体行业目前的国内外研究综述 .................................................2

1.3.2 连锁经营国内外研究综述 .....................................................................3

1.3.3 服务营销国内外研究综述 .....................................................................4

1.4 研究思路、内容及方法 ....................................................................................7

1.4.1 研究思路 .................................................................................................7

1.4.2 研究内容 .................................................................................................8

1.4.3 研究框架 .................................................................................................8

1.4.4 研究方法 .................................................................................................9

第二章服务营销相关理论 ...........................................................................................10

2.1 服务营销理论 ..................................................................................................10

2.1.1 服务定义及特征 ...................................................................................10

2.1.2 服务营销及服务营销的特点 ...............................................................11

2.1.3 服务营销组合 .......................................................................................12

2.2 营销分析工具 ..................................................................................................13

2.2.1 PEST 分析 ............................................................................................. 13

2.2.2 SWOT 分析 ........................................................................................... 14

2.2.3 波特五力分析 .......................................................................................14

第三章 CC 纤美营销环境分析 .................................................................................... 17

3.1 CC 纤美连锁机构内部环境分析 .................................................................... 17

3.1.1 公司概况 ...............................................................................................17

3.1.2 运营管理 ...............................................................................................18

3.1.3 人力资源管理 .......................................................................................19

3.1.4 财务状况分析 .......................................................................................21

3.1.5 服务特性分析 .......................................................................................23

3.2 CC 纤美连锁机构宏观环境分析 .................................................................... 24

3.2.1 政治法律因素 .......................................................................................24

3.2.2 经济环境 ...............................................................................................25

3.2.3 社会文化环境 .......................................................................................25

3.2.4 技术环境 ...............................................................................................26

3.3 竞争力分析 ......................................................................................................27

3.3.1 竞争结构分析 .......................................................................................27

3.3.2 同行业主要竞争对手分析 ...................................................................30

3.4 SWOT 小结 ...................................................................................................... 31

第四章美容纤体消费者行为分析及目标市场选择 ...................................................33

4.1 消费者美容心理分析 ......................................................................................33

4.2 美容顾客需求分析 ..........................................................................................34

4.3 决策过程及影响决策的因素 ..........................................................................35

4.3.1 消费者选购产品决策过程 ...................................................................36

4.3.2 制约消费者决策的因素 .......................................................................36

4.4 目标市场的选择 ..............................................................................................37

4.4.1 CC 纤体美容连锁机构市场选择标准 ................................................. 37

4.4.2 市场细分 ...............................................................................................37

4.4.3 市场定位 ...............................................................................................37

第五章 CC 纤美 7P 组合服务营销设计 ...................................................................... 39

5.1 产品策略 ..........................................................................................................40

5.1.1 美容纤体服务产品组成部分 ...............................................................40

5.1.2 美容纤体服务的特征 ...........................................................................41

5.1.3 服务产品项目策略设计 .......................................................................42

5.2 价格策略 ..........................................................................................................46

5.2.1 基于目标市场特征和需求导向的价格策略 .......................................46

5.2.2 发展高端市场的会员制定价策略 .......................................................46

5.3 分销策略 ..........................................................................................................47

5.4 促销策略 ..........................................................................................................48

5.5 内部营销策略 ..................................................................................................50

5.5.1 内部营销涵义 .......................................................................................50

5.5.2 员工决策权的适度分配 .......................................................................52

5.5.3 员工激励 ...............................................................................................52

5.5.4 服务营销导向的人才招聘 ...................................................................53

5.5.5 建立有利于内部营销的沟通体系和企业文化 ...................................53

5.6 有形展示策略 ..................................................................................................54

5.6.1 利用 VI 设计打造 CC 纤美直营店店面形象 ..................................... 55

5.6.2 创造优良的服务环境 ...........................................................................55

5.6.3 社交因素展示 .......................................................................................55

5.7 服务过程策略 ..................................................................................................55

5.7.1 创造高效定制化服务操作体系 ...........................................................56

5.7.2 建立服务质量信息系统 .......................................................................57

5.7.3 强化客户投诉管理 ...............................................................................57

第六章 CC 纤美服务营销支持体系 ............................................................................ 59

6.1 建立适应市场环境的营销组织架构 ..............................................................59

6.2 营销策略控制 ..................................................................................................59

6.3 建立科学的人力资源系统，实施人才竞争战略 ..........................................61

6.3.1 人力资源必须与公司发展战略匹配 ...................................................62

6.3.2 关注员工培训和发展 ...........................................................................62

6.3.3 加强核心人才的人力资源管理 ...........................................................62

6.4 建立市场营销信息系统与应用 ......................................................................63

第七章结论和展望 .......................................................................................................65

7.1 结论 ..................................................................................................................65

7.2 进一步的研究 ..................................................................................................66

附录 .............................................................................................................................67

参考文献 .........................................................................................................................69

在读期间公开发表的论文和承担科研项目及取得成果 .............................................72

致谢 .............................................................................................................................73

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摘要：

摘要随着中国经济的快速发展，人们的生活水平不断提高，消费观念也出现了转变，人们用于第三产业—服务行业的消费越来越多。中国美容服务行业是发展迅速的新兴的产业，没有国家财政支持，并且在发展初期得不到社会认可。从改革开放以来，经过20多年的摇摆发展，迅速成长为继通讯、旅游后最快的服务行业之一，获得了有目共睹甚至令人称奇的成绩。然而，随着行业的发展，越来越多的人认识到目前行业存在着诸多的问题，另外，随着中国加入WTO，国际大型的美容连锁机构纷纷进入中国，与本土企业争夺巨大的中国市场。由于激烈的竞争，以致很多的美容院举步维艰，有的在苦苦支撑，有的更是昙花一现。究其原因，在于从事美容行业的经营者相关的经营...

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