研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
[研究背景]近年来，美容养生行业竞争日趋激烈。上海紫苏的发展也面临巨大的挑战与压力，销售
增长放缓甚至出现负增长，一些单店出现亏损，发展面临瓶颈

[目的]一方面可以进一步丰富经营发展的相关理论，更好的完善关于美容养生行业经营发展的相关
理论研究；另一方面，能够为更多的美容养生企业的良性发展提供一定的参考依据

[方法]本文将采取定性分析与定量分析相结合的方法，通过资料查阅、文献收集了解目前上海紫苏
经营的发展现状；对该行业的整体宏观环境及企业内部环境进行 SWOT 分析，运用 PEST 分析法、三
大战略和五力模型理论，研究上海紫苏的经营持续发展的策略和发展思路

[内容]文章拟分为六个部分。第一部分为绪论；第二部分为相关理论阐述和研究方法的介绍；第三
部分为运用 SWOT 分析法对上海紫苏经营的环境进行分析；第四部分为上海紫苏经营发展提出相应的
策略；第五部分对上海紫苏经营发展提出保障性的措施；最后是研究结论

[结论]采取特许加盟与直营店相结合的经营发展模式策略，中医经络养生，面部美容护理、高端科
技美容抗衰、女性私密护理的市场细分策略，九大标准销售规划管理策略，O2O、微信、APP、管理
信息系统的营销模式策略。 建立和完善经营监管体系、培训体系、员工绩效体系、财务管理体系，
持续创新，不断提升企业核心竞争力

关键词：紫苏养生；经营模式；品牌定位；营销模式；服务理念II
Abstract
Background In recent years, the beauty health industry is becoming increasingly competitive. The
development of Shanghai perilla is also facing the great challenges and pressure, slowing sales growth
or even negative growth, some single-store losses, is facing a bottleneck.
Research purpose On the one hand, This study can further enrich the theory of business development,
improve the relevant theoretical research on business development of the beauty health industry; on the
other hand, it can provide some reference for the healthy development of more beauty health enterprises.
Research Method This paper will adopt the method of combining qualitative analysis and quantitative
analysis, through data access, literature collection to understand the current status of the development of
Shanghai Perilla;The SWOT analysis of the overall macro environment and the internal environment of the
industry is carried out, and the strategy and development of Shanghai Perilla&39;s sustainable development are
studied by using PEST analysis, three strategies and five-force model theory.
Research Contents This article is divided into six parts.The first part is introduction;The second part
introduced for relevant theories and research methods;The third part is the SWOT analysis method to
analyze Shanghai Perilla operating environment;The fourth part put forward the corresponding strategy for
Shanghai Perilla business development;The fifth part puts forward the safeguard measures for the
development of Shanghai Perilla business ;The last is the conclusion.
Conclusion Taking the business development strategy which combined franchise with direct marketing
business ,the strategy of market segmentation including traditional Chinese medicine meridian health,
facial beauty care, high-end technology beauty anti-aging, female private care,nine standard sales planning
and management strategy, and O2O, WeChat, APP, management information system of marketing strategy
pattern. Through the establishment and improvement of business supervision system, training system, staff
performance system, financial management system, and continuous innovation, to continuously enhance
the core competitiveness of enterprises.
Key words: perilla health; business model; brand positioning; marketing model; service conceptIII
目录
摘要........ I
Abstract. II
第一章 绪论......1
1.1 研究目的和意义.......1
1.1.1 研究目的........1
1.1.2 研究意义........1
1.2 文献综述........2
1.2.1 国内研究现状........... 2
1.2.2 国外研究现状.......... 4
1.3 研究内容与研究方法5
1.3.1 研究内容........5
1.3.2 研究方法........5
1.4 创新点与不足5
第二章 相关概念及理论基础...........6
2.1 基本概念........6
2.2 相关理论.......6
2.2.1 三大战略理论........... 6
2.2.2 战略管理理论........... 6
2.3 相关分析工具...........7
2.3.1 PEST 分析......7
2.3.2 五力模型分析........... 7
2.3.3 SWOT 分析.....7
第三章 上海紫苏养生直营连锁机构环境分析.........8
3.1 上海紫苏养生直营连锁机构简介....8
3.2 行业环境分析8
3.2.1 美容行业 PEST 分析 8
3.2.2 美容服务行业的未来发展趋势....11
3.2.3 “五力”模型分析..
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