| BEAUTY FARM Beauty & SPA Limited was set up in 1993. After fifteen years development, it's already became an outstanding and leading chain business company in the filed of beauty service industry in mainland China. Its main objective is to service modern Chinese women. As an advocate of healthy and fire-new life style, it provide high quality beauty products and professional beauty services.Along with a rapid economic growing and average disposable personal income increasing, China beauty service industry is to maintain a growth of 15% average per year. Due to over 30% high margin on products and services in beauty industry and low technical, low capital hedge, the industry has absorbed millions of funds, especially the investment from civilian financing. There are a lot of confusion and chaos in the down and mid markets. Its concentration ratio is also at low level.Enhancing the development of tertiary industry, especial in services sector, is becoming a keystone of economic policy in China. On the basis of professional competence and brand image, BEAUTY FARM Beauty & SPA Limited has its first-class operational and managerial teams. It has gained a large numbers of loyal clients. Through the future 3 years efforts, it hopes to succeed in the highest flight of market share and the best profitable chain company in beauty service industry.Service industry is very different from manufacturing industry, it has special characteristics which are in the nature of immateriality and in the process of producing and consuming together. According to this background of service industry, BEAUTY FARM Beauty & SPA Limited was selected to study as a model. Starting with the characteristics of service and relying on its developing situation and internal analyzing data of BF company, I analyzed with theoretic and practical, quantitative and qualitative method, focusing on competitive situation, opportunities, challenging, service competition and company's orientation etc.. Firstly, analyzed the background of beauty service industry and then, got into its market competitors, market share and competitive threaten. Thirdly, got the company service competitive strategy through the analysis on service character, quality, marketing orientation, products orientation, brand position, marketing policy etc.. Fourthly, analyzed and anticipated its management and development. BF will obtain a strategic development and though after all these studies. |
PDF Full Text Request