Research On The Marketing Stragegy Of Tianyifangze Slimming Chain-like Organization

Beauty industry is a traditional service industry in China,which has been deeply involved in People's Daily life.Since the reform and opening up,China's economy has been developing rapidly,and people's living standards have been rising day by day.Since the 2008 financial crisis,China's beauty industry "windfall profits" has been the problem of beauty industry.Since the central government issued eight regulations at the end of 2012,high-end beauty clubs have become less and less,while low-end beauty clubs have become more and more.In 2015,"Internet plus" was written into the government work report for the first time.With the popularization of Internet technology,people,no matter men or women,old or young,began to use smart phones,and people's ways of obtaining information and payment have undergone great changes.The e organic combination of traditional beauty industry and Internet has brought comprehensive innovation to beauty industry.Driven by economic development,China's beauty industry has undergone rapid changes.Due to the serious competition in the beauty industry,the single-store operation equals to fighting alone,and the franchise mode is needed in the future.In 2017,tianyi fangze officially transformed from the former company direct mode to the semi-direct mode and semi-franchise mode.The first direct-sale store of tianyi fangze takes the lead in using O2 O platform to make appointments,select experience projects,offline experience and customer praise.Online and offline channels linked a form of electronic commerce,O2 O full-text is Online to Online,the United States in 2010,Alex Ram Pell O2 O,put forward the concept of O2 O being introduced to China in November 2011,gradually formed O2 O business model,has become the core concept of market,to mobilize the O2 O revolutionary practice and research development is more suitable for Chinese enterprises' application.O2 O beauty industry depends on service sites,each big life serve as important fronts O2 O beauty block consumer market,since the beginning of a bulk explosive growth in 2011,the beauty industry emerged a large number of entrepreneurial elite O2 O era,O2 O makes the beauty industry inthe Internet to communicate with customers one-on-one grasp the market demand,improve the innovation ability of the beauty industry.Based on tianyi Fang Ze slimming shaping chain joining operations as the research object,by using the basic theory of marketing and strategic management,tianyi Fang Ze slimming shaping chain organizations formulate feasible marketing strategy needs through the development history,trends,and the analysis of the current status of the marketing environment and marketing,for days Fang Ze slimming shaping chain organizations provide support.This paper firstly analyzes the marketing status and environment of tianyi fangze body shaping chain institutions,analyzes the status of beauty industry and tianyi fangze body shaping chain institutions to join the operation of the macro and micro environment,SWOT analysis of tianyi fangze body shaping chain institutions.From the perspective of macro environment,a large number of potential users of beauty salon are no longer unfamiliar with We Chat payment and alipay online consumption mode,relying on the expanding network coverage and the increasing number of Chinese Internet users.From the perspective of microcosmic environment,tianyi fangze body shaping chain has entered the first battalion of the industry after experiencing rapid development and fierce competition,with the development of new products.SWOT analysis results show that tianyi fangze body shaping chain has obvious advantages in the industry,so it is necessary to adjust the marketing strategy to get the leading position.Secondly,on the basis of analyzing the marketing status and environment of tianyi fangze body shaping chain organization,the marketing strategy of tianyi fangze body shaping chain organization is formulated.This paper USES STP theory to segment the American industrial market,positioning the target market of tianyi fangze body shaping chain institution,and USES 4P theory to formulate the marketing mix strategy of tianyi fangze body shaping chain institution from four aspects of product,price,channel and promotion.Based on the analysis of the network marketing environment of tianyi fangze body shaping chain organization,the network marketing strategy of tianyi fangze body shaping chain organization was developed.Finally,this article from the strict control of product quality,strengthen the construction of enterprise culture,implement theorganization of personnel guarantee,provide technical system support,strengthen the marketing concept of all staff,formulated the marketing guarantee measures.