Research On Diversification Strategy Of Beimanna Beauty Salon

China’s beauty industry has experienced numerous storms in the development of decades,and has become another rapidly growing industry after real estate and automobile.However,with the impact of COVID-19 in recent years,many storefront self-employed and small and micro enterprises have received serious trauma.Because the company’s business is single,sales form is single,survival mode is single.In the past,the overall economic environment is good,and it is easy to ignore the research on this kind of shop,but now the survival of the shop is more and more affecting everyone’s interests and life.Beimanna Beauty Salon is the epitome of this kind of street-side shop,which has gone from booming to struggling.Fortunately,these are small shops or small and micro enterprises,is the so-called "boat small good turn around",can adjust their strategy in time.In the multiple competition and pressure,how should Bemana beauty salon find a suitable for their own,suitable for the current environment of diversification strategy.This is the key point of this paper.The paper first analyzes the macro environment,industry environment,current threats and opportunities faced by Beimanna Beauty Salon through PEST analysis method,Porter’s five forces model analysis method,EFE external factor evaluation matrix method;Secondly,Beimanna Beauty Salon’s own advantages and shortcomings are researched and analyzed through the VRIN method and IFE internal factor evaluation matrix method.Third,through the SWOT analysis method,four types of strategies are proposed for the opportunities,threats,advantages and disadvantages faced by Beimanna Beauty Salon,and the QSPM quantitative strategic planning matrix is used to help the company choose the best competitive strategy.Finally,through thought,organization,capital,system and stability of the new project company,to ensure the smooth implementation of the diversification strategy of Beimanna Beauty Salon.The study of this paper is of great significance for Beimanna Beauty Salon to choose how to find its own diversification strategy to help the enterprise survive and grow in the face of fierce market competition in the extraordinary period of epidemic.In addition,this paper has practical reference value for small companies and small stores under the epidemic situation.