Research On Competitive Strategy Of Beijing Nayun Beauty&Hair Co.,Ltd.

The competition in various industries in modern society is becoming more and more fierce.If a company has no competitive advantage,it will be eliminated.This is especially true in the beauty and hairdressing industry.Compared with foreign beauty companies,Chinese beauty companies lack obvious competitive advantages in management,talents and brands.At the same time,the development of society and the increase in the income of residents have given the beauty and hairdressing enterprises a rare opportunity for development.At present,the beauty and hairdressing industry is still in the low-end competition,and many beauty and hairdressing institutions lack the application of competitive strategies.At present,the beauty salons only respond to the demand and do not use strategic means to compete,which restricts the development of China's beauty and hairdressing industry,and also provides the research background and motivation for the research.This article takes Beijing Nayun Beauty Salon Company as the research object,because it has no application of competition strategy at present,so it provides research content for the research of this paper.This paper is divided into five aspects:The first is to elaborate the background of the topic,the purpose and significance of the research,and the method of research.Followed by a summary of relevant theories,the relevant strategic theories and the theory of the beauty and hairdressing industry were sorted out.The third pair introduces Nayun Beauty Salon Company,and proposes a macro-environmental analysis for its current non-competitive strategy,and uses the relevant theory of Porter's competition and the SWOT analysis method to compete with Nayun Company and its own situation.Analyze.Finally,through the research and comparison of the competitive strategy model,and choose the competitive strategy suitable for Beijing Nayun Beauty Salon Co.,Ltd.,and propose the means for Nayun to achieve competitive strategy and give play to competitive advantage.As a service industry such as beauty salons,from disorderly competition to orderly competition and using competitive strategies to achieve competitive advantage,it can determine the rise and fall of a company.At present,China's beauty and hairdressing industry is moving from technology to service.The level is moving forward.This paper hopes to help Nayun achieve competitive advantage through the research and selection of Nayun Beauty Salon's competitive strategy and the application of competitive strategy,and achieve long-term development in the fierce competition.It is also hoped that through the research on Nayun's competitive strategy,it can help the beauty and hairdressing industry to have reference for future competition,and become the basis for academic reference in the industry.