摘要:随着科学技术的不断进步，新行业也孕育而生，新产品也层出不穷，特别是在上世纪末期，互联网的飞速发展，改变了信息传递的时间和空间的概念。产品的生命周期在不知不觉中在相对的变短，在全球市场经济的大潮中，市场竞争越来越激烈。以美容行业为例，面对广阔的市场空间，各个公司的经营模式也在发生着变化。各公司的营销模式从科技领先战略、概念营销战略、连锁经营战略、到价格战略进行着激烈的竞争，运用广告宣传、信息化等方法建设自己的营销渠道。本文研究了上海波的电子仪器设备有限公司的一元租赁的营销模式，借鉴传统的营销模式和租赁经营模式，确立了该营销模式；本文用波特“五力”的方法分析了竞争者的利益并制定的相应的战略，从价值链的角度分析了美容仪器供应商和美容院各方的利益与风险。该公司在推广此营销模式的时候，抓住有利时机，用简易、低成本的POP广告形式，达到了制造新闻的效果。从而扩大的市场分额。并与现代的营销模式对比中得出了企业的发展思路。
关键词 科技领先战略，广告宣传，渠道建设，价值链
Abstract:There are a lot of new profession make their appearance with new technology innovation, especial in the last 20th century. The usage of internet gives an easy way for information spread. The life cycle of products has been shorter and shorter and the competition became more and more complicated. In order to survive in such competition, many companies are change their way in marketing. Some of them select technology-leader strategy, concept marketing and low-price strategy as their main method for competition. Each commencer is eager to make themselves different among others and the importance of channel maintenance has been recognized.
This thesis mainly discussed a new marketing method, one yuan lease marketing method, which submitted by Shanghai body electronic equipment Co., Ltd, an equipment supplier on the line of cosmetology. This method combined traditional marketing method with lease-operation method. At the same time, it can make the equipment supplier be the partner with beauty culture. After a careful analysis of this method by use of five-power-analysis method, strengthen of this method is easy to find.
At the end of this thesis, a short introduction of the method promotion was appeared and the view point for enterprise developing, innovation makes success was given.
Keywords Technology-leader strategy, advertise, channel-establishing, value chain
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