成熟市场：新生美加美容店如何绝处逢生------深圳美加店营销策划案

本文ID：126460

论文字数:7269

论文字数:7269

摘要

服务经济社会的诞生，互联网的盛行，很多人为了更好的生存迫于压力，不得不绞尽脑汁，日以继夜的工作······以至于亚健康变成了一个人人都知，人人都有的代名词，而健康产业类似于美容院已经是遍地开花，各种大型机构到处开枝散叶，在一线城市深圳这个市场真的很成熟！

而对于深圳消费者来说，会有一些积蓄，只是时间紧张，美容院肯定常去，然后会发现付出了时间和精力却没有达到理想的效果····

而接下来我会采用研究市场调研和分析，服务营销和公共关系学书籍，来找出自己的不足，强化店内管理让更多的消费者在美加美容真正的将钱花在刀刃上，真正解决自己的问题的同时还能收获到一些内心更加深沉的东西。

关键词：成熟市场，美加美容，市场调研和分析，服务营销

一、企业概况

（一）人员···················································5

（二）地点···················································5

（三）产品···················································5

（四）价格···················································6

（五）渠道···················································6

（六）有形展示···············································6

（七）过程···················································6

二、营销环境分析

（一）宏观市场分析············································6

（二）微观市场分析············································7

（三）服务产品的五层分析······································7

（四）SWOT分析··············································8

三、营销方案设计·····················································8

（一）市场定位···············································8

（二）推广目标···············································8

（三）分阶段推广思路·········································8

（四）促销活动计划···········································9

（五）公共宣传计划···········································9

（六）促销活动的预期效果·····································9

四、预热期拓客实施计划···············································9

（一）活动日期················································9

（二）活动地点················································9

（三）针对人群················································9

（四）拓客方式················································9

（五）营销活动目的············································9

（六）竞争策略················································9

（七）人员安排表··············································10

（八）风险评估及解决方案······································10

五、总结与评价·······················································10

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