The Research On Marketing Strategy Of Yigu Beauty And Health SPA

China's beauty industry starts in the mid-Eighties of last century.Despite short time of development,it has been developing very rapidly and become the new consumption spot in recent years.With the rising of people's living standard and search of beauty,beauty salons,the frontline of beauty industry,are springing up all over the country,which makes them face with unprecedented pressure.However,many new beauty salons,born for the huge market,are not well-regulated.Therefore,it is of great significance for the beauty industry to guarantee service effectiveness and consumers' benefit.Faced with fierce competition,how Yigu Beauty and Health Spa can do well in service marketing,establish a good brand image and achieve Yigu's operation objectives is our focus.This paper begins with beauty industry's research production and development,and then analyses Yigu's internal and external operating environment by PEST method.Next,the author analyses Yigu's strengths,weaknesses,opportunities and threats by SWOT analysis.Finally,the paper develops policies on Yigu based on STP theory and service marketing.The paper argues that Yigu Beauty and Health Spa should optimize its business and improve service through 7Ps.At the same time,for developing and maintaining customers,achieving Yigu's short-term and final goals,as well as becoming the leader of beauty industry,Yigu Beauty and Health Spa should use web marketing to publicize itself,unify employees' ideas to guarantee service,establish Customer Information Management System to improve customer satisfaction and loyalty.