Changchun Fu Hong Plastic Surgery Hospital (hereinafter referred to as Fu Hong Beauty Salon) established Changchun Beauty Chain Branch in Guangzhou. Beauty salon company was established at the end of 200 1. There are four plastic surgery teams, 10, with more than 20 beds, and 10 backbone beauticians, providing consumers with manicure, eyebrow embroidery, lip floating, skin care and aromatherapy SPA decompression. In addition, the hospital also has several leading professional technologies such as photon rejuvenation, laser wrinkle removal, laser hair removal and photon rejuvenation, especially the technology and equipment, which are unique in Changchun market. Since the beauty salon opened, the conditions are "not bad" and the business development is slow.

II. Market Overview-

The cosmetics market in Changchun can be good or bad, and the market environment is more complicated. Generally speaking, it has the following characteristics: First, the cosmetics industry is often a "blacklist" and has been a hot spot for consumption for many years. Consumers complained about the tenth anniversary of the announcement of the Consumers Association (1993-2003) and had great opinions; Second, some beauty companies use exaggerated publicity strategies to attract customers to achieve the purpose of advertising, which makes it difficult for consumers to distinguish between authenticity and falsehood, even if they shout, they are fooled, thus reducing their trust in beauty advertisements; Third, there are many beauty salons in the market to avoid "covering" extortion or even deceiving consumers, so that consumers have a sense of fear. Therefore, the goodwill of consumers in this industry is different; Fourth, there is a lack of so-called beauty salon professionals and backward technology and equipment. Beauty salon brand is actually selling some cosmetics and weight loss products, operating in name only; Fifth, the market is "Matthew", consumers are polarized, good customers are flooding beauty salons, haircuts are busy, and poor bird beauty salons are facing great survival pressure; There are two trends in the 6th Changchun beauty market: one is the local chain expansion, such as Changchun, the most famous medical plastic surgery hospital in Jilin Province, in addition to the opening of branches by the head office, in two external aspects; A more professional, for the purpose of occupying market segments, is a professional service project of Haiyadeng Store of Changchun Breast Cancer. You know, this will be a rich rainbow driving factor for beauty salons.

At the same time, the beauty salon's rich rainbow basically has three types of competitors: first, the business extension comes from hairdressing beauty schools, and there are many such forms; The second category is the form of plastic separation from general hospital to plastic hospital; The third category is the cosmetics chain expansion of enterprises in other cities. Among the above three categories, the second category and the third category are the main competitors, so we must pay attention to the similar living environment and similar business conditions.

Part II: Diseases

It is precisely because of these complex environments that Fu Hong, CEO of beauty salons, felt heavy pressure, especially during the SARS period in 2003, and the business situation was not ideal. Although "after SARS" will resume normal operation, beauty salons of this scale will one day, in the words of the boss, "invest a lot of money and earn a little money." Of course, the boss is based on Changchun's determination and long-term development plan, so he looks for professionals to diagnose and plan to solve the development and marketing problems of beauty salons.

Similarly, there are many beauty salons, which are rich in rainbows and face many problems. For example, the boss often says that in planning and marketing, consumers should not promise too much, because quality is really hard to avoid, including any beauty salon, planning will bypass this "stone".

Through in-depth communication with the rich boss and employees of Rainbow Beauty Salon, as well as special investigation and communication aimed at the beauty market, it is found that the marketing problems of Fu Hong Beauty Salon in recent years can be described as whole skin, whole bone marrow and whole organs. Beauty salon Rainbow, like many beauty salons, is rich and faces many practical problems. For example, the boss often says that in planning and marketing, consumers should not promise too much, because quality is really hard to avoid, including the planning of any beauty salon will bypass this "stone".

In marketing, the company is still in the stage of "selling marketing" where the marketing line of sight has not penetrated. It only knows how to provide services, but doesn't know how to deepen services and what kind of services to provide consumers ... What's more, the internal resources of the enterprise are seriously wasted, and the external resources can't be fully utilized. The state of "advertisers stop advertising and have no customers" in marketing is "advertising+reward". Only for those customers who are greedy and cheap, and the customer quality is not high. In addition, there are many problems in the marketing of beauty salons, such as Fu Hong:

An advertisement. Only rely on advertising to promote, including advertising strategy sheet (advertising twice a week), media (advertising only in newspapers, lack of media combination), single form (forum rigid and inactive), lack of advertising effect.

Short-term behavior of two markets. Profit-oriented marketing, marketing myopia, and calculating low customer retention rate for a single reason. Only for the purpose of advertising, resulting in a waste of advertising resources to attract customers, without paying attention to the accumulation of long-term interests.

Third, despise brand building. Ignoring brand building, enterprise chain will become an anti-inflation coefficient, which will make enterprises lack motivation and support, which may be fatal to the long-term development of service industry.

4. vicious price competition. Enterprises blindly adopt the strategy of low price and competitive parity, which reduces the operating profit and damages the image.

Popularize the five original means. Fu Hong beauty salons, like some workshop street signs, have never had disputes with consumers, but this low-level marketing method destroys low credibility and corporate image.

Sixth, the marketing function is not perfect. There is no professional marketing department and professional planner in the enterprise, and the person actually responsible for marketing and advertising backstage every day comes from a beautician, so the efficiency and quality cannot be guaranteed.