成熟市場：新生美加美容店如何絕處逢生------深圳美加店營銷策劃案

摘   要

    服務經濟社會的誕生，互聯網的盛行，很多人為了更好的生存迫于壓力，不得不絞盡腦汁，日以繼夜的工作······以至于亞健康變成了一個人人都知，人人都有的代名詞，而健康產業類似于美容院已經是遍地開花，各種大型機構到處開枝散葉，在一線城市深圳這個市場真的很成熟！

而對于深圳消費者來說，會有一些積蓄，只是時間緊張，美容院肯定常去，然后會發現付出了時間和精力卻沒有達到理想的效果····

而接下來我會采用研究市場調研和分析，服務營銷和公共關系學書籍，來找出自己的不足，強化店內管理讓更多的消費者在美加美容真正的將錢花在刀刃上，真正解決自己的問題的同時還能收獲到一些內心更加深沉的東西。

關鍵詞：成熟市場，美加美容，市場調研和分析，服務營銷

一、企業概況

       （一）人員···················································5   

       （二）地點···················································5

       （三）產品···················································5

       （四）價格···················································6

       （五）渠道···················································6

       （六）有形展示···············································6

       （七）過程···················································6

二、營銷環境分析

       （一）宏觀市場分析············································6

       （二）微觀市場分析············································7

       （三）服務產品的五層分析······································7

       （四）SWOT分析··············································8

三、營銷方案設計·····················································8

        （一）市場定位···············································8

        （二）推廣目標···············································8

        （三）分階段推廣思路·········································8

        （四）促銷活動計劃···········································9

        （五）公共宣傳計劃···········································9

        （六）促銷活動的預期效果·····································9

四、預熱期拓客實施計劃···············································9

       （一）活動日期················································9

       （二）活動地點················································9

       （三）針對人群················································9               

       （四）拓客方式················································9         

       （五）營銷活動目的············································9

       （六）競爭策略················································9

       （七）人員安排表··············································10

       （八）風險評估及解決方案······································10                

五、總結與評價·······················································10

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