摘要
摘要
近年来，收入的不断增加和生活质量的日益明显提升让越来越多中国人对
自身美好形象和美的现代化追求不断提高，人们不再满足于单纯的购买化妆品、
服饰以及其他手段来短暂性变美的途径，转而将皮肤管理作为日常保养步骤，寻
求专业机构的专业技能，由外在的包装改为内在的保养。与此同时，现有的美容
行业市场却乱象丛生，价格虚高，名不符实，不能切实满足消费者蓬勃发展的消
费诉求。美容护理机构急需深入研究客户需求，系统改善服务流程和内容，以期
收获更多的顾客，为企业创造更多的价值。
本文将以 YN皮肤管理中心为主要研究对象，充分结合服务营销理论和我国
国情，综合运用文献资料参考法、问卷调查法、数据分析法、深度访谈法等多种
方式，探究 YN皮肤管理中心的营销策略。首先对于市场营销环境一方面借助
PEST理论从宏观的视角对社会、经济、技术、政治方面进行解析；另一方面从企
业、顾客、竞争者、供应商、公众的五个方面进行微观上的营销市场环境分析。
结合宏微观环境所表现出的特点进行SWOT战略选择，确定了 YN可以采用
SO+WO组合战略。笔者采用问卷和访谈两种方式对研究对象进行深入调查，调
查研究显示 YN皮肤管理中心在产品、价格、渠道、促销、人员、有形展示、服
务过程等方面均存在不同程度的问题。运用 STP理论进行市场细分，分别根据消
费者性别、年龄、皮肤状况、消费金额等不同标准进而锁定了 A类忠诚用户和B
类尝鲜用户两种目标市场，相应明确了市场定位。最后笔者结合实际情况提出了
服务营销的七个方面的相应改进策略，同时还提出了保障措施，包含：完善顾客
关系管理、明确服务补救措施、改善员工薪酬制度、建立服务品牌保障等四个方
面。
本文在吸收运用经典服务营销理论之外，还创新性的采用了目前流行的服
务设计思维，在研究过程中不同程度的利用用户洞察等思维方式，以求用创新的
研究方法得出创新的研究结论，但在运用过程中由于能力有限，运用程度较浅没
有完整呈现创新方法，限制了新理论新思维的传播，这是笔者日后需要继续努力
的方向。
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摘要
关键词：营销策略；皮肤管理；服务营销；营销环境分析
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Abstract
Abstract
In recent years, the continuous increase of income and the increasingly obvious
improvement of the quality of life have made more and more Chinese people's pursuit
of modernization of their own beautiful image and beauty continue to improve. People
are no longer satisfied with simply buying cosmetics, clothing and other means to
temporarily change The way to beauty, turn to skin management as a daily maintenance
step, seek the professional skills of professional institutions, and change from external
packaging to internal maintenance. At the same time, the existing beauty industry
market is chaotic, the prices are inflated, the name is not true, and it cannot effectively
meet the booming consumer demands of consumers. Beauty care institutions urgently
need to conduct in-depth research on customer needs and systematically improve
service processes and content in order to gain more customers and create more value
for the company.
This paper will take YN Skin Management Center as the main research object,
fully combine the service marketing theory and my country's national conditions, and
comprehensively use literature reference method, questionnaire survey method, data
analysis method, in-depth interview method and other methods to explore the YN Skin
Management Center. Marketing strategy. First of all, on the one hand, the marketing
environment is analyzed from the perspective of society, economy, technology and
politics with the help of PEST theory; on the other hand, it conducts microscopic
marketing marketenvironment analysis fromfive aspects: enterprise,customer,
competitor, supplierand public. The SWOTstrategy was selected,and it was
determined that YNcould adopt theSO+WO combination strategy; theauthor
conducted an in-depth investigation of the research objects by means of questionnaires
and interviews, and the survey showed that YN Skin Management Center has different
degrees of problems in product, price, channel, promotion, personnel, tangible display,
service process, etc.; using STP theory to segment the market, according to consumers'
gender, age, skin condition, consumption amount After waiting for different standards,
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