I 摘 要 改革开放四十多年来，我国经济持续快速增长，经济结构实现重大变革，社 会发展取得极大进步，与此同时，城市化进程不断加快，人们对美好生活的追求 越来越高。伴随着城市化进程的推进，人们的生活节奏越来越快，亚健康人群开 始增多，头发问题也日趋复杂多样，养发行业日益贴近普通市民的消费需求，拥 有广阔的发展前景和巨大的投资潜力。 在此背景下笔者选取郑州W养发馆作为研究对象，采用文献查询法、问卷 调查法、案例分析法等手段，通过回顾中国养发行业的发展历程，分析郑州W 养发馆的行业前景、市场环境、自身优势劣势、竞争对手和消费者群体，结合其 业务经营范围和经营管理中存在的问题，提出一些有助于郑州W养发馆进一步 发展壮大的建议，包括组织运营优化策略、人力资源优化策略、营销推广优化策 略、财务管理优化策略、仓储物流优化策略等。 在文章结构上，分为绪论、养发行业及郑州W养发馆概况、郑州W养发馆 经营存在问题分析、郑州W养发馆经营策略优化、郑州W养发馆经营策略实施 保障、结论与展望共六个章节。希望该研究在帮助郑州W养发馆改进经营策略 的同时，也能为更多养发行业经营者和从业者提供有益借鉴和参考。 关 键 词： W 养发馆；经营策略；组织运营；客户管理体系 论文类型：应用类 选题来源：其他 ABSTRACT II ABSTRACT For more than forty years of reform and opening-up, our country economy continues to grow rapidly and achieve significant changes, economic structure and social development made great progress, at the same time, with the accelerating urbanization process, people is higher and higher in pursuit of a better life. Along with the advancement of urbanization, people's life rhythm faster and faster, sub-health crowd began to accumulate, hair problems also become increasingly complex and diverse, a distribution sector increasingly close to the average citizen consumption demand, has broad prospects and great investment potential. In this context the author select zhengzhou W raise hair pavilion as the research object, using literature query method, questionnaire investigation, analysis, comparison, case analysis, through the review of the development process of China to raise types, analysis of zhengzhou W raise hair pavilion industry prospects, market environment, their advantages and disadvantages, the competition and consumer groups, combined with its business scope and the problems existing in the operation and management, offer some help to zhengzhou W raise hair pavilion further development Suggestions and strategies, including organization operation optimization strategy, human resource optimization strategy, marketing optimization strategy, Financial management optimization strategy, Warehousing logistics optimization strategy, etc. On the structure, divided into introduction, Zhengzhou W raise hair pavilion management present situation, Zhengzhou W raise hair pavilion management existence question analysis, Zhengzhou W raise hair pavilion operation strategy, zhengzhou W raise hair pavilion business strategy implementation of the safeguard, the conclusion and prospect, a total of six chapters. Hope the study in help improve the business strategy of zhengzhou W raise hair pavilion at the same time, also can have more types operator and practitioners to provide the beneficial reference. KEY WORDS: W raise hair pavilion; Business strategy; Organization operating; ABSTRACT III Customer management system Dissertation type: Application class Subject source: Other 目录 IV 目 录 第一章 绪论 ................................................1 第一节 研究背景及意义 .............................................................................................1 一、研究背景 ............................................................................................................1 二、研究目的 ............................................................................................................2 三、研究意义 ............................................................................................................3 第二节 国内外研究综述 .............................................................................................3 一、国外研究现状 ....................................................................................................3 二、国内研究现状 ....................................................................................................5 三、研究述评 ............................................................................................................7 第三节 研究内容和研究方法 .....................................................................................8 一、研究内容 ............................................................................................................8 二、研究方法 ............................................................................................................8 第二章 养发行业及郑州W养发馆概况 .........................11 第一节 中国养发行业发展历程 ...............................................................................11 一、养发的历史追溯 ..............................................................................................11 二、现代养发行业的发展 ......................................................................................11 第二节 郑州W养发馆概况 .....................................................................................13 一、郑州W养发馆经营现状 .................................................................................13 二、郑州W养发馆发展目标 .................................................................................13 第三节 郑州W养发馆市场环境分析 .....................................................................14 一、SWOT分析 ......................................................................................................14 二、波特五力模型分析 ..........................................................................................18 第三章 郑州 W 养发馆经营问题分析 ..........................23 第一节 组织运营方面 ...............................................................................................23 一、管理方式不科学 ..............................................................................................23 二、拓店规划不清晰 ..............................................................................................23 第二节 人力资源方面 ...............................................................................................24 一、员工招聘难 ......................................................................................................24 二、员工流失率高 ..................................................................................................25 第三节 营销推广方面 ...............................................................................................28 目录 V 一、品牌知名度低 ..................................................................................................28 二、营销模式落后 ..................................................................................................28 第四节 财务管理方面 ...............................................................................................28 一、财务管理不规范 ..............................................................................................28 二、财务控制较弱 ..................................................................................................29 第五节 仓储物流方面 ...............................................................................................29 一、缺少仓储中心 ..................................................................................................29 二、缺少物流配送服务 ..........................................................................................30 第四章 郑州 W 养发馆经营策略优化 ..........................31 第一节 组织运营策略 ...............................................................................................31 一、完善管理架构 ..................................................................................................31 二、采用信息系统 ..................................................................................................31 二、规范运营流程