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4.3 Enrich entertainment activities while queuing up or doing hair dressing 16
4.4 Reduce frequency of product sale 17
4.5 Cooperate with school 17
4.6 Set up WeChat official account. 17
Chapter Five Conclusion 18
References 19
Appendix 20
An Analysis of Chuangmei Hair Salon’s Marketing Strategy
Chapter One Introduction
1.1 Research background
Hair dressing has become an indispensable part in our school life. Pursing personality and novelty is a soul of university students. However, the needs of students in hair salon vary due to the different living standards, communication needs, personality thoughts, etc. These characteristics largely decide the marketing strategy of school hair salon. Chuangmei hair salon（Hereinafter referred to as Chuangmei), which has been 7 years in Jiangsu Normal University, is on its stable development. Meanwhile, it is under pressure and challenge with the spring up of other on campus and off campus hair salons. Chuangmei often launches some activities to attract students, but its marketing strategy and service still have many problems. They are really in need of observing the problems and improving themselves so as to ensure school customers to get higher qualified and more satisfied hair dressing service. Therefore, it is very necessary for Chuangmei to make an appropriate marketing strategy.
1.2 Significance and purpose
Chuangmei is the oldest hair salon in Jiangsu Normal University, which has been 7 years. It is now in its stable development. It has comparatively stable customer resource, but these students only live in school for 4 years. Chuangmei has to increasingly attracting new customers. It often launches some activities to attract students, but their marketing strategy and service still have many problems. So they are really in need of observing the problems and improving themselves. And now, it is under pressure and threat due to the spring up of other on campus and off campus hair salons. This paper is aimed at providing guidance based on theories and methods of marketing management for Chuangmei, as well as ensuring school customers to get higher qualified and more satisfied hair dressing service. What’s more, this paper provide effective suggestions for hair salons in other universities.
1.3 Methodology
First, several interviews on staffs in Chuangmei are made. Then, questionnaires are designed and sent out. The data collected by questionnaires were analyzed by the software excel. According to the data and charts collected by questionnaires, this paper employed SWOT analysis to analyze the strength, weakness, opportunity and threat of Chuangmei. And WO strategy is put forward for Chuangmei based on SWOT analysis by establishing SWOT matrix. Finally, some suggestions are proposed.
Chapter Two Literature Review
2.1 The research related to marketing strategy
Chinese and foreign scholars has made a lot of research on marketing theory and marketing strategy.
Jarratt (2001) describes how the marketing strategy evolves along with the change of new competition and organizational environment. He explained the role of marketing activities in the marketing strategy of the company and the way of the development of the strategy(p.61-72).
Kyriakopoulos and Moorman (2004) think that a company's market position should combine the development strategy and market development. Through an effective theory of providing a focus in the target customer, it can promote the flow of market information between the strategy process, and integrate a dynamic linked capacity market(p.219-240).