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MBA硕士论文_美容化妆教育培训机构JM的竞争战略选择DOC

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文本描述
摘要
随着中国经济的飞速发展,本土的时尚、美容产品、化妆产品、整形行业等与
外表妆容相关行业迅速发展。以化妆品为例,市场发展前期以国内品牌为主,同期
媒体传播不发达,消费者自我意识还没觉醒,中国的商业市场处于商家主导消费状
态。至 2016 年根据行业数据记录,中国行业流水逼近世界第三

经济发展改变消费观念。消费者从简单的化妆、护肤美容,到形象设计、整型
美颜、陪购师,到选择全方位的形象设计服务。使各类相关的教育培训机构先后悄
然而立,他们迎来极大商机也面临前所未见的竞争格局。如何实现企业可持续发展,
增强竞争实力,关键是选择恰当的竞争战略

本文以 JM 美容化妆培训机构(以下简称 JM)为研究对象。结合行业市场特性,
例如分析学员客户的年龄段,所在城市的特质属性,学习诉求。再比对国外机构 MAKE
UP FOR EVER ACADEMY 彩妆学院,国内机构 MGP、东田造型化妆学校,对 JM 的运营情
况和所处行业情况进行梳理。利用 SWOT 分析法,列出 JM 面临的优势、劣势、机会
与风险威胁,着重对 JM 在激烈的竞争中可获得持续良性发展与牵制其的因素做出分
析。得出结论:首先是培养企业中高层管理能力,使企业内部运营流畅高效。加大
力度建立、推进 JM 的“企业文化、愿景、使命”等软实力的完善。再有市场渠道重
叠严重,全方位寻求更多合适 JM 的营销渠道。完善创业孵化器基地和学习深造的流
程和环节,增强学员的学习服务体验。最后建立 JM 机构单独系列品牌文化,增设品
牌宣传渠道,扩大品牌美誉度。重视信息化建设,跟进沉淀数据,积极进行客户的
二度开发再从战略管理的相关理论出发,充分运用战略管理各种分析研究,列出 JM
每种可能选择的竞争战略,最后确定 JM 要长远发展必须选择差异化竞争战略。运用
“蓝海领域”使 JM 找到差异化市场,以市场空白研发设计课程产品或服务的差异化
作为自身竞争优势超越竞争对手,以获市场更大份额

关键词:化妆品;培训化妆学校;竞争战略II
Abstract
With the rapid development of China&39;s economy, the local fashion, beauty products,
make-up products, plastic industry and other related aspects of the appearance develop
rapidly. For example of cosmetics, the market early to the domestic product brand-based,
while the media is not developed, consumer awareness is not awakening, China&39;s
commercial market is dominated by business-led consumption. According to industry
data records,China &39;s industry flows to the world&39; s third in 2016.
Economic development changes the concept of consumption. Consumers from
simple make-up, skin care beauty, to the image design, plastic beauty, accompany the
division, and even a full range of image design. At the same time, all kinds of education
and training institutions have sprung up slowly. They have great business opportunities
and faced with unprecedented competitive landscape. How to achieve sustainable
development of enterprises, enhance the competitive strength, the key is to choose the
appropriate competitive strategy.
This article to JM beauty make-up training institutions is object of study. Combined
with industry market characteristics, we analyze the age of students, the characteristics of
the city&39;s properties. And then compared to domestic and foreign institutions, We sort out
on the operation of the industry and the situation of JM. Using SWOT analysis method,
the advantages, disadvantages, opportunities and risk threats of JM are listed, and the
factors that JM will continue to develop and contain in the fierce competition are
analyzed. Getting conclusion:Cultivate senior management ability of enterprises, so that
the internal operation of enterprises smooth and efficient.Strengthen efforts to establish,
promote JM&39;s corporate culture, vision, mission and other soft power of the perfect.The
market channel overlap serious, all-round to find more suitable JM marketing
channels.Improve the business incubator base and study and further study of the process
and links to enhance the learning experience of students.JM institutions to establish a
separate series of brand culture, additional brand promotion channels, expand brand
reputation.Attention to information construction, follow up the precipitation data, and
actively carry out the second development of customers and then from the strategic
management of the relevant theory, make full use of strategic management of various
analysis and research, listed JM each possible choice of competitive strategy, and finally
determine the JM Long - term development competitive strategy. The use of blue sea
field make JM to find differentiated markets to market research and develop of courses
or services to differentiate their own competitive advantage ,so the JM may find the
competitors to gain greater market share.
Keywords: cosmetics; training make-up school; competitive strategyIV
目录
1 绪论.. 1
1.1 选题背景和研究意义....1
1.1.1 选题背景.1
1.1.2 研究意义.1
1.2 国内外职业教育的现状2
1.2.1 国外职业教育现状.........2
1.2.2 国内职业教育现状.........3
1.3 研究内容与方法4
1.3.1 研究主要内容.....4
1.3.2 研究方法.5
2 理论综述...... 6
2.1 战略管理理论....6
2.1.1 战略管理的概念.6
2.1.2 竞争战略理论的观点......6
2.2 竞争战略的基本框架.....6
2.2.1 成本领先战略......6
2.2.2 差异化战略..........7
2.2.3 集中化战略..........7
2.3 战略管理分析的基本工具.........7
2.3.1PEST 分析.7
2.3.2 五力模型分析......8
2.3.3 SWOT 分析...........
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