燕仪美容院的服务营销策略研究.docVIP

毕业设计（论文） 题 目： 燕仪美容院的服务营销策略研究 院 系： 经济管理系 专 业： 工商管理（汽车市场营销） 班 级： KT753-2 学生姓名： 学 号： 2007K530225 指导教师：  摘要 美容院作为服务业的典型代表，近年来在高速发展的同时，其环境和体制等方面也在不断发生着深刻的变化，美容院迫切需要依靠强有力的服务营销手段来开拓生存和发展空间。本论文通过借鉴国内外研究成果，并结合燕仪美容院这一实例，试图对美容院这一特殊服务行业营销问题的进一步探讨作出努力，同时帮助美容院建立系统科学的服务营销体系，获得可持续发展能力。 本文通过实地访问、亲自观察，借助各种渠道广泛收集资料，根据燕仪美容院的实际情况进行了SWOT分析，并借助服务营销相关理论，对燕仪美容院的服务营销策略进行了分析，并针对燕仪存在的问题提出了相应的营销策略的改进方法。并且希望通过对燕仪美容院的分析，让我对服务营销有更深层次的认识，同时为其他的美容院提供有效的经验，从而根据自己的实际情况改进方法，提高顾客满意度，提升经济效益。 关键词：美容院；服务营销；营销策略 Abstract As a typical representative of service industry, beauty salon treatment is growing rapidly in recent years. With great changes of its circumstances and system, beauty salon needs strong service marketing measures to enlarge living and developing spaces. This paper research achievements at home and abroad, combined with the example, YanYi beauty salon , attempts to a special service industry beauty parlor of marketing problems discussed further efforts, while helping beauty salon establishing the system of scientific service marketing system, and to obtain sustainable development capability. Based on the field observation and visit personally, Through various channels extensively collected material, According to the actual situation of YanYi beauty salon on the SWOT analysis, and with the related theory of service marketing, YanYi beauty parlour service marketing strategy are analyzed, and in the light of the problems existing in the YanYi put forward the corresponding marketing strategies improving methods. And hope to YanYi beauty salons analysis by the service marketing, let I to a deeper understanding, at the same time for other beauty salon, which provide effective experience according to the actual conditions of the improvement methods, improve customer satisfaction, promote the economic benefits. Key words: Beauty salon; Service marketing; Marketing strategy 目录