Service Marketing Strategy Study For Jingdu Beauty Salon

With fast-pace economic development and enhancement of living standards, more and more pursue beauty and good-looking. Cosmetics vocation started late but after more than 20-year development, it becomes one of the best one in China. After joining WTO, many foreign well-known brands enter China and makes the domestic market competition more severe. How to acquire an advantage stance in the competition is the rigorous issue for cosmetics vocation to be encountered.This thesis is based on JingDu beauty salon with a certain scale in Leshan, which offers main service of facial and body beauty for women only. Facing up the serious competition and huge market, Jingdu meets with several problems such as how to lead in the competition with other regional brands while promoting its regional market and how to make up for its own disadvantages. On the basis of service marketing theories and the real situation of Jingdu, this thesis puts forward internal marketing, relation marketing and brand marketing strategies.This paper has been accomplished by on-the-spot interviews, personal experience and observation, which form rich materials with all sides. This paper studies the actual situation of Jingdu's development, and makes SWOT analysis. Under the guidance of service marketing theories, this thesis analyzes Jingdu's service marketing strategies and gives reasonable advice on its future marketing.