Cenu veidošanas process skaistumkopšanas biznesā Latvija.
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Latvijas Universitāte
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lav
Abstract
Bakalaura darbā “Cenu veidošanas process skaistumkopšanas biznesā Latvija” tiek aplūkota cenu politikas nozīme un tās pielāgošanās mainīgajiem apstākļiem. Bakalaura darba mērķis ir balstoties uz skaistumkopšanas nozares cenu politikas analīzi, izstrādāt ieteikumus cenu politikas uzlabošanai, lai veicinātu uzņēmumu konkurētspēju un rentabilitāti. Teorētiskajā daļā aplūkotas cenu veidošanas stratēģijas, metodes un pieejas, kas balstītas uz pieprasījumu, izmaksām un klientu novērtējumu. Tiek ņemti vērā arī ārējie faktori, pandēmija un tirgus segmentācija. Empīriskā daļā analizētas trīs intervijas ar nozares ekspertiem no skaistumkopšanas saloniem Rīgā un Jūrmalā. Rezultāti liecina, ka šie uzņēmumi izmanto dažādas pieejas, sākot ar elastīgu cenu noteikšanu un beidzot ar centieniem uzlabot pakalpojumu līmeni. Bakalaura darbā sniegti priekšlikumi cenu politikas uzlabošanai, tostarp digitālo platformu izmantošana un regulāra tirgus analīze.
The bachelor thesis " Pricing process in the beauty business in Latvia" examines the importance of pricing policy and its adaptation to changing conditions. The aim of the bachelor thesis is to develop recommendations for the improvement of pricing policy in order to enhance the competitiveness and profitability of companies based on the analysis of pricing policy in the beauty industry. The theoretical part deals with pricing strategies, methods and approaches based on demand, costs and customer assessment. External factors, pandemics and market segmentation are also taken into account. The empirical part analyses three interviews with industry experts from beauty salons in Riga and Jurmala. The results show that these companies use different approaches, ranging from flexible pricing to efforts to improve service levels. The bachelor thesis presents proposals to improve pricing policies, including the use of digital platforms and regular market analysis. Keywords: pricing, beauty salons, strategy, customer, Latvia, customer loyalty.
The bachelor thesis " Pricing process in the beauty business in Latvia" examines the importance of pricing policy and its adaptation to changing conditions. The aim of the bachelor thesis is to develop recommendations for the improvement of pricing policy in order to enhance the competitiveness and profitability of companies based on the analysis of pricing policy in the beauty industry. The theoretical part deals with pricing strategies, methods and approaches based on demand, costs and customer assessment. External factors, pandemics and market segmentation are also taken into account. The empirical part analyses three interviews with industry experts from beauty salons in Riga and Jurmala. The results show that these companies use different approaches, ranging from flexible pricing to efforts to improve service levels. The bachelor thesis presents proposals to improve pricing policies, including the use of digital platforms and regular market analysis. Keywords: pricing, beauty salons, strategy, customer, Latvia, customer loyalty.