文档介绍：阿玛尼洗衣生活馆
经营现状分析和营销策略研究
摘要
随着人们生活水平的不断提高,生活节奏的不断加快,也催生了“懒人经济”的崛起,作为服务性质的干洗店,可以说是懒人经济的“受益者”之一。原始的手洗方式以及各种的家用洗衣机的洗衣品质已经完全满足不了现代人对时间以及品质上的双重需求,完善干洗店的服务系统,提供更加完美的一站式服务对使干洗店等服务型行业更加贴合人们生活有重要意义。
社区型的干洗店是现在中国洗护行业的主要模式,仅仅提供洗衣、熨烫为主的单一服务,阿玛尼洗衣生活馆的出现就是对这个行业的一种颠覆,阿玛尼洗护的衣鞋包一站式服务模式、隔离式洗衣技术、差异化的服务和品牌建设势必成为衣物洗护领域里的一匹黑马。本文以阿玛尼洗衣生活馆为例,通过对其经营现状的的分析来了解阿玛尼洗护的营销策略包括其服务营销、客户关系管理以及线上线下结合的相关情况,为其查漏补缺,提出切实的意见与建议,帮助阿玛尼洗护改善服务营销的内容、质量,并树立正确的服务意识;通过提高其微信公众号的活跃度使阿玛尼线上线下结合更加紧密,使服务型企业的阿玛尼洗护更加贴合现代生活。
关键词:阿玛尼洗衣生活;经营现状;营销策略;服务营销;关系管理
Abstract
With the continuous improvement of people's living standards, the accelerating pace of life, but also gave birth to the rise of "dawdler" economy, as the nature of the service to the dry cleaners, it can be said to be lazy economy "one of the beneficiaries. Original hand wash and a variety of household washing machine washing quality has fully met the dual demands on time and the quality of modern people, improve the dry cleaning shop service system, providing more perfect one-stop service to the dry cleaners and other service industries more fit people life is important.
Community type dry cleaning shop is now the main mode of Chinese shampoo industry, the mere provision of washing, ironing is dominated by a single service, Armani washing living museum is a subversion for the industry, Armani Xihu clothing and shoes bag one-stop service model, isolation type washing technology, differentiated service and brand building is bound to e a black horse in the field of clothing Xihu. This paper to Armani washing living museum, for example by the operating status of the to understand Armani Xihu marketing strategy includes the service marketing, customer relationship management and online and bined, for the leak fill a vacancy proposed practical advice and suggestions To help Armani Xihu improve service marketing content, quality, and establish a correct sense of service; by improving the micro channel public active degree of Armani line with more closely, mak