Marketing Strategy Research Of Taiyuan Ai-Ta Health Industry For VIP Customers

With the rapid development of China's economy and the living standard of the people is increasing,after meeting the wealthy Chinese's basic needs of survival,their concept of consumption is constantly updated.Chinese people begin to pay more attention to both their image and their life quality.Meanwhile Chinese people start pursuing healthy,beautiful,young and fashionable living conditions.So the cosmetology industry,which can provide enjoyment and improve people's image,gradually come into people's life.Therefore cosmetology industry which can provide enjoyment and improve people's image into people's life.And the cosmetology industry is continuing to satisfy people's pursuit of beauty and health.In recent 10 years,people's spending on beauty care has increased dramatically,and the market for the beauty industry has been increasing.The market size of the beauty industry reached 760 billion 300 million RMB in 2017.The market demand of beauty industry appears diversified,individualized,fine,scientific and high-end situation.According to statistics,the proportion of which is most of the beauty institution revenues is high-end customers is close to 75%.And there is a growing trend.Taiyuan Ai-Ta Health Industry Ltd' s(short for : Ai-Ta)main business is cosmetology,body beautification and SPA etc.In recent years,with the increasing number of high-end customers,the level of demand has gradually escalated.But the company does not have a marketing strategy for high-end customers and private custom service,which leads to high end customer demand cannot be met.So the customers have lost out,the company could not have developed new customers and the business performance has been declinig.Therefore the Ai-Ta urgently need to change this situation.The Ai-Ta need to make use of the existing advantages to adjust the focus ofbusiness management and actively study the marketing strategy of high-end customers and establish their own unique marketing mode,so that it can remain invincible in the severe market competition.The paper is based on the theory of marketing strategy as well as Maslow's demand level,and also I analyze the general situation of the development of the beauty industry,the future trend,the classification characteristics of the high-end customers and features through the literature review,field interview and questionnaire survey;analyze the professional qualities of the Ai-Ta's beauticians,the characteristics of the consumer behavior of the high-end customers,and the current marketing strategies and problems of the high end customers;the SWOT analysis method is used to analyze the superiority,weakness,opportunities and threats of the high-end customer marketing in her beauty industry.Through the above work,the conclusion of this paper is as follows: First,Ai-Ta is enterprise with good faith management and good prospects for development.Second,the characteristics of customer consumption behavior have high consumption amount,the customers pursue more comfortable environment,better products and services,personalized,exclusive and private service experience.Third,the current high-end marketing strategy for Ai-Ta is not widely distributed in channel marketing;the success rate of the conference marketing is not high;the experiential marketing is lack of flexibility;the depth of emotional marketing is not enough.Fourth,the high-end customer marketing strategy I concluded the promotion strategy is that:Ai-Ta should expand core products and projects,enhance customer comfort,combine pricing,highlight Internet marketing,strengthen business alliances,and integrate online and offline businesses.Through the study of this paper,to help Ai-Ta to adjust its business strategy,and improve its economic benefit;to help to improve Ai-Ta's image of beauty and brand awareness;to help make the marketing strategy for Ai-Ta's high-end customers.