The Research On The Problems And Countermeasures In The T Enterprise Chain Operation With The Brand As The Guidance

From the literature and market research analysis, suitable for beauty institutions chains in different ways, chain enterprises need to rely on the one hand, set up shop to capture the market size and rapid expansion, on the other hand need to shop effectively run at a profit and brand communication. However, the existing beauty chain common problems are:a smaller scale cannot form a scale; chain structure is irrational; lack of long-term planning; lack of a unified management thinking; employees and low quality; weak brand awareness. This paper studies the T chain of beauty brand to brand as a perspective of beauty enterprises in the chain problems and proposes countermeasures, which is a chain of beauty brands improving the theory, and provides a reference for similar theoretical study and reference.This paper selects T Beauty chain enterprise for the study, by studying the chain of cosmetic brand operating conditions, summarizes for T brand beauty chain management approach, in order to establish a brand image and expand the market, increase market share and offer penetration of the domestic to the same type of beauty chain with a guide and reference. In this paper, Tianjin T beauty chain brand is as a view of the situation, trying to more systematic than in the past from a macro perspective and more depth, combines with business organization, operating conditions, and internal environment of human resources in-depth analysis. This paper adopts the method of case analysis to find beauty enterprise brand chain operation T the existing problems, and puts forward the corresponding solutions.The article is divides into seven parts, the first chapter introduces the background, purpose and meaning of study introduction; The second chapter on the beauty industry brand chain management theory introduces respectively, the beauty industry chain management and brand construction of the beauty industry at home and abroad which were summarized research results, this paper expounds the three stages of the brand construction, six keys and chain operation of three kinds of patterns and quality; The third chapter expounds the beauty industry brand chain management on the basis of current situation, on one hand, introduces the general situation of the T enterprises, on the other hand, analyzes the beauty chain enterprise with the brand oriented chain management present situation; The fourth chapter is the research scheme design which introduces the objective and process of the interview questionnaire design and the analysis of results; Chapter five is through investigations, interviews and questionnaires, which reflects T enterprise brand chain-like management problems and reasons existed analysis; The sixth chapter proposes measures and countermeasures to solve these problems; The last chapter is the conclusion and suggestions of the full paper which summarizes the prospect to the T enterprise and The beauty industry brand chain operation.