Study On Marketing Strategy Qptimization Of QH Beauty Chain Of Compay

From the early 1990 s to the 21 st century,China's beauty industry has experienced more than 30 years of development.The beauty industry has developed from a few beauty salons at the beginning to a huge industrial chain integrating beauty,body care,hair care,health care,medical beauty,training,product development,production and sales.In recent years,in terms of national policy support,each supporting policies of the country has accelerated the rapid development of beauty industry,"camp to increase" and "public entrepreneurship,peoples innovation" policy,under the support of new forms,new model of the beauty industry,also improved the quality and benefit,become a new economic growth point.With the continuous improvement of the national living standard,beauty and body services have become an important part of many residents' consumption.In the state and society under the influence of various factors and promoted and beauty industry ushered in the great development opportunities,development situation is good,the industry present the ever-changing new sights,and collectivization and industrialization development presents the detail scale,and features,and will target to the market prospects for a broader international market.The development of the industry is bound to bring a lot of competitive pressure,how to deal with the vicious competition in the market and the business development problems faced by enterprises,so the research on the marketing strategy of beauty enterprises is of great significance to the current beauty industry.In the fierce market environment,how to do a good job in the marketing strategy of QH beauty body chain company,break through the development bottleneck of the enterprise,seize the market opportunities,is the focus of this paper.This paper takes the QH beauty body chain company as the research object,learns from the research results of China's beauty industry,combines with the actual marketing strategy of the QH beauty body chain company,and USES PEST theory analysis tool to analyze the macro environment of the enterprise in the aspects of political,legal policies,economic factors,social and cultural factors,and technical factors.Then gather the micro environment of the enterprise itself,from the enterprise itself,suppliers,marketing intermediary,market,competitors and the media public,etc.SWOT analysis was used to analyze the opportunities,threats,strengths and weaknesses of QH beauty company.Then,based on the analysis of the industrycompetition of QH beauty company,the problems existing in the internal marketing of the company were put forward.Finally,combined with the 4Ps marketing theory to develop the marketing strategy of QH beauty beauty chain company,and to implement the new marketing strategy to safeguard measures.Through the optimization design of the marketing strategy of the QH beauty body chain company,it is conducive to the marketing innovation and development of the QH beauty company,laying a solid foundation for the enterprise to achieve market specialization and scale,and the design of the new marketing strategy also provides a certain reference for the application of the beauty body industry.