BM Center Establishment And Marketing Plannin

With the deepening of China’s reform and opening up,with the rapid development of China’s economy,Chinese people’s living standards have also risen rapidly.Since the beauty industry landed onto the mainland China from Hong Kong in the middle of 1980s,it gradually attracted people’s eyes.Their consumption level and the consumption consciousness stepped in line with the international advanced countries.Over the past thirty years,the beauty industry market has been growing and getting mature in China.But its low level of competition is unable to meet the growing demands for the segmented consumers.I have many years of experience of beauty,found out the weaknesses of this industry,as well as the development opportunities.After two years observation and study,the author plans to create a startup BM Center,a fast-fashion brand of beauty and fitness.This paper uses the classical theory of marketing,such as STP,4P marketing theory.Also,the questionnaire survey helps to define the target market and market positioning of the BM Center which provides creative service combining skin care and fitness to meet the demand of the target market.BM Center attracts these customers through its clear brand positioning and concise communication strategy.Based on its positioning,results from the survey and 4P marketing theory,the author further studied how to build a fresh brand image,how to choose safe beauty products and comfortable services,how to design creative price policy and payment in order to attract potential consumers and how to define promotion strategy in order to increase customer loyalty.The author also apply WeChat and other media marketing channel,at the same time,the way of crowd fund can save the initial cost and reduce operational risks.