石河子阿华发艺烫染会所的市场拓展策略
摘要：石河子阿华发艺烫染会所是一家连锁的发艺烫染会所机构，是石河子发艺烫染行业的领导品牌,20年良好的品牌形象和用心的经营让它正在迅速发展，但是目前石河子发艺烫染市场还没有正式规范的市场秩序。并且在其他美容美发一体的重压下,未来向前前进的步伐肯定会有所阻碍,这就强调了阿华发艺烫染会所在分析好本身内部和外部的坏境下，发扬并升华自己的竞争优势，并改善自己的劣势和完善自己的营销策略。本文针对阿华发艺烫染会所目前的发展情况，通过自己在阿华发艺烫染会所快半年的工作经验和对石河子美发市场的调查研究，深入分析阿华发艺烫染会所的优劣势、机会、威胁还有目前的营销策略、销售渠道、研究新的营销策略和销售渠道，目的能够找到增加石河子阿华发艺烫染会所洗发用品的销售，提高石河子阿华发艺烫染会所的竞争优势和不断扩大阿华发艺烫染会所的品牌影响力，希望可以为石河子阿华发艺烫染会所未来的发展起到一定的作用。
关键词：石河子阿华发艺烫染会所洗发用品；美发市场拓展；销售策略和渠道
Shihezi, huafa art market deveiopment strategy analysis
Abstract: Shihezi, huafa art with club is a chain of hair art with club organization, shihezi hair art is hot dye industry leading brand, good brand image and 20 years careful operation make it is developing rapidly, but current shihezi dyed hair art hot market there is no formal specification of the market order and under the weight of the other beauty salon, forward the pace of progress in the future will certainly hinder, this has highlighted the huafa industrial arts with o where good itself under the internal and external environmental analysis, carrying forward and sublimate their own competitive advantage and improve their own disadvantage, improve their marketing strategies. In this paper, huafa art with club present development situation, through his in huafa fast half a year's working experience and art with club of shihezi hairdressing market investigation and study, the thorough analysis, huafa art with clubs, opportunities, threats, and the advantages and disadvantages in the current marketing strategy, marketing channel, the new marketing strategy and sales channels, the purpose to find o increase shihezi huafa art with club shampoo sales, improve the shihezi, huafa art with club competition advantage and continuously expand the huafa art with club's brand influence, hope can for the shihezi, huafa art with clubs play a role in the development of future.
Keywords: shihezi huafa industrial arts with the clubhouse shampoo; Hairdressing market development; Sales strategy and channel
目录
摘要、关键词····························1
一、阿华发艺烫染会所简介及发展历程·················1
二、石河子美发市场行业分析·····················2
三、阿华发艺烫染会所石河子市场发展现状···············3
（一）阿华发艺烫染会所结构·····················3
（二）阿华发艺烫染会所在石河子美发市场的营销策略··········3
（三）对石河子阿华发艺烫染会所在市场开拓中的swot分析······· 4
四、阿华发艺烫染会所在石河子市场拓展中存在的问题··········7
（一）门店选址···························7
（二）技师销售不专业························8
（三）营销宣传方式太少·······················8
五、解决阿华发艺烫染会所在石河子美发市场拓展中问题的方案······8
（一）选址准确···························8
（二）加强对销售人员的培训·····················9
（三）创新营销宣传方式·······················9
六、总结······························11
参考文献······························12
参考文献
[1]破解品牌密码.经济营销类.[M].南方日报出版社，2009.09
[2](英）伯恩.市场调研技术手册.[M]人民邮电出版社.2005.11
[3]科特勒.营销十戒:过失与解决方案.中国人民大学出版社.2005.2
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