Changchun Fu Hong Plastic Surgery Hospital (hereinafter referred to as Fu Hong Beauty Salon) is a branch established in Changchun by a plastic surgery chain in Guangzhou. The beauty salon was established in the second half of 200 1. With a professional plastic surgery team of more than 40 people, more than 20 beds and 10 backbone beauticians, it provides consumers with services such as manicure, eyebrow embroidery, lip floating, skin care, aromatic SPA decompression, breast augmentation and breast augmentation. In addition, the hospital also has several leading professional technologies such as photon rejuvenation, laser wrinkle removal and laser hair removal. In particular, photon rejuvenation technology and equipment are unique in Changchun market. Since its opening, beauty salons have been in a state of "neither good nor bad", and the development of enterprises is slow.

Second, the market overview

Changchun plastic surgery market is mixed, and the market environment is relatively complex. Generally speaking, it has the following characteristics: First, the plastic surgery industry is often on the "black list", and it has become a hot spot of consumer complaints announced by the Municipal Consumers Association for several years in a row, and it has listed the top ten cases of counterfeiting rights protection in the tenth anniversary (1993-2003), and consumers have great opinions; Second, in order to attract customers, some beauty companies adopt exaggerated publicity strategies in advertisements, making it difficult for consumers to distinguish between true and false, and even shouting after consumption, which reduces their trust in beauty advertisements; Third, many beauty salons in the market hang the "guise" of free beauty, deceiving or even blackmailing consumers, making consumers feel scared and making consumers feel bad about this industry; Fourth, some so-called beauty salons are short of professionals and backward in technology and equipment. In fact, the brand of beauty salons sells products such as make-up and weight loss, and the business is nominal. Fifth, there is a "Matthew effect" in the market, consumers are polarized, good beauty salons are full of customers, beauticians are too busy, and poor beauty salons are full of customers, facing great survival pressure; 6. There are two major trends in the beauty market in Changchun: First, the local chain expansion, such as the most famous Jilin Yi Ming Plastic Surgery Hospital in Changchun, which opened a branch in Erdao District in addition to the main store; One is more professional, aiming at occupying market segments. For example, Shanghai Ya Dun's chain store in Changchun takes professional breast enhancement as its service project. You know, these will be the resistance factors for the promotion of beauty salons in Fu Hong.

At the same time, there are basically three categories of competitors in Fu Hong beauty salons: the first category is extended from the business of hairdressing enterprises, and most of them exist in the form of beauty salons; The second category is separated from the plastic surgery department of general hospital and exists in the form of plastic surgery hospital; The third category is the chain expansion of plastic surgery enterprises in other cities. Among the above three categories, the second category and the third category are the main competitors, so the living environment is similar and the business format is similar, so we must pay close attention to them.

Part II: Symptoms

It is precisely because of the above complex environment that the owners of Fu Hong beauty salons felt heavy pressure, especially during the SARS in 2003, the company's operating conditions were even more unsatisfactory. Although the business gradually returned to normal after SARS, beauty salons of this size lived this life, in the words of the boss, "invested a lot of money and earned a little money." Of course, the boss has the determination and plan to base himself on Changchun's long-term development, so he went to professionals for diagnosis and planning to solve the development and marketing problems of beauty salons.

Like many beauty salons, Fu Hong beauty salons also have many problems. For example, the boss often tells not to make too many promises to consumers when planning and marketing, because quality problems are really hard to avoid, including any beauty salon, which must bypass this "stone" when planning.

Through in-depth communication with the owners and employees of beauty salons in Fu Hong and a special survey of the beauty market, it is found that the marketing problems of beauty salons in Fu Hong in recent years can be described as covering skin, bone marrow and internal organs. Like many beauty salons, Fu Hong beauty salons also have many practical problems. For example, the boss often tells not to make too many promises to consumers when planning and marketing, because quality problems are really hard to avoid, including any beauty salon, which must bypass this "stone" when planning.

In marketing, the enterprise is still in the stage of "selling marketing", and there is no trace of infiltration marketing. It only knows how to provide services, but it doesn't know how to deepen services and what kind of services to provide for consumers ... What's more serious is that the internal resources of enterprises are seriously wasted and the external resources are not fully utilized. Marketing is in the state of "there will be customers only if there is advertisement, and there will be customers only if there is no advertisement" and "advertisement plus discount". In addition, there are many problems in marketing promotion of Fu Hong beauty salons, such as:

First, advertising is single. Simply relying on advertising for promotion includes single advertising strategy (advertising twice a week), single media (advertising only in newspapers, lack of media combination), single form (rigid layout, inactive) and lack of effectiveness of advertising.

Second, marketing short-term behavior. Marketing promotion is quick success and instant benefit, marketing is short-sighted, and one order is counted, which leads to low customer return rate. Advertising only aims at attracting customers, resulting in a waste of advertising resources and ignoring the accumulation of long-term interests.

Third, despise brand building. Ignoring brand building has become a resistance factor to the re-expansion of enterprise chains, and it also makes enterprises lack the motivation and support for long-term development, which may be fatal to the service industry.

Fourth, vicious price competition. Enterprises blindly adopt the strategy of low price and price competition, which reduces the operating profit and damages the corporate image.

Fifth, the promotion means are primitive. Fu Hong beauty salons, like some workshop-style beauty salons, issue cards in the street. Although there has been no dispute with consumers, this low-level marketing method has low credibility and is detrimental to the corporate image.

Sixth, the marketing function is not perfect. There is no professional marketing department and professional planner in the enterprise, and the daily marketing and advertising matters are actually handled by a back office staff from a beautician, so the efficiency and quality cannot be guaranteed.