A Study On The Development Strategy Of A Company In Cosmetology Market

With the improvement of people’s living standards,the pursuit of quality of life has become increasingly obvious.China has become the fastest growing country in the global medical and cosmetic market.Health and beauty have become a theme of this era.People pay more and more attention to their own image.China’s medical beauty industry is developing rapidly,and has become a hot consumer industry in the tertiary industry.Huge demand for medical beauty and high commercial profits attract many investors.This industry has become the target of capital competition.The number of domestic medical beauty institutions is rising sharply.Competition in individual industries is also more intense.Since its establishment,relying on strong scientific research strength,expert resources and abundant medical and plant resources in Yunnan Province,through more than ten years of continuous development,the company’s W brand series products have been widely welcomed by the market,and have become the first brand of functional skin care in China.Based on the excellent product line foundation,the company established the first cosmetic medical institution in 2010,and continuously explored the extension of the enterprise industry chain.Make use of the advantages of brand and customer resources established by existing products to expand the medical cosmetology market.Although it has abundant strength and customer resources,because of the fierce competition in the external market,and the insufficiency in market positioning,channel structure,access and membership management,product mix of A company’s medical and cosmetic institutions,the development of its medical and cosmetic institutions has been slow for many years.Through the analysis of the medical cosmetology industry and the market environment of A company,this paper draws a conclusion that A company should seize the opportunity of the times to develop the medical cosmetology industry,analyze the internal environment,find out the core competitiveness of the company,and after STP analysis,come to a feasible market development strategy.A company’s medical cosmetology institutions should carry out differentiated market development strategy,from the market.The orientation,channel development,attraction and membership management,doctor cooperation,product strategy,operation management to find suitable expansion strategies for their own development.And put forward safeguard measures to ensure the development strategy,from the organization,system,human resources,funds,platforms to do a good job of safeguard work.