The Study of Integrated Marketing on Salon Chain Business Performance

• Main Authors: Hsien-Yu Tseng, 曾憲玉
• Other Authors: Rong-Ho Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/52hhg2

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 100 === Recently, the chain-store enterprises are rapidly developing and the information of current fashion is transferred rapidly as well. As the increases in living standard lead consumers to pay much attention to their profile, that is why the salon chain stores are established everywhere, almost like convenience stores. So the salon chain will face a most important issue, that is how to use integrated marketing strategy to promote customer flow and business performance, integrate the budgetary control strategy with all the marketing plans of the company, and hasten the company stand out in the competitors at the rapidly developing environment, Integrated marketing is a procedure of planning which combines many different activity and practical actions. It also adds three new elements, “person, equipment, procedure management”, into traditional marketing, “product, price, place, promotion”. Then, according to different consumer groups choose suitable communication tools to avoid the resources waste and maximize the communication effect. This research choice a chain-store hair salon enterprise, SL beauty salon chain, executed integrated marketing as case study to illustrate the integrated marketing took place before and after, and the increase of customer flow and the effect of sales value. This case study is developed as a project, integrated company’s inner resources, cooperated with suppliers at appropriate seasonal products. After the launch of integrated marketing project, the company evaluates the project based on the business performance. This research methodology takes the advantage of case study method, in-depth interview method and data analysis to understand whether the integrated marketing can increase customer flow and promote business performance. This research result shows that integrated marketing can raise consumer recognition, increase customer flow, and promote business performance. Furthermore, it can also apply this result to chain-store hair salon enterprises to assist their future marketing plan.