伴随着社会的进步与发展，人们的生活水平不断提高，消费理念也随之转变。因此越来越多的人希望通过SPA达到休闲放松、美容美体等功效。现代人消费理念和需求的变化推动了与之相匹配的项目（比如SPA）的迅速发展，同时也增加了行业竞争的激烈程度。在SPA行业迅速发展的情况下，店铺想要在市场中得到消费者的认可，应对市场营销工作给予重视，通过科学的市场营销，提升店铺的知名度与影响力，使店铺可以在行业竞争中脱颖而出。在北京SPA市场迅速蓬勃发展的情况下，SPA店铺需要制定全面的市场营销策略，建立科学的市场营销体系，以确保在激烈竞争中突显自身优势，从而吸引更多客户的关注和了解。YY SPA王府井店位于北京市王府井商圈，在2023年开业，作为一家新开店铺，想要得到更多消费者的认可，应在营销策略制定方面投入更多关注。搜集大量文献资料，结合市场营销理论的应用，对YY SPA王府井店的市场营销环境进行了全面分析。通过PEST模型的应用，分析了YY SPA王府井店所处的宏观环境；结合波特五力模型的应用，对YY SPA王府井店所处的组织环境进行全面分析，综合考虑了YY SPA王府井店的实际情况，深入了解了该店铺的品牌定位和当前的营销策略情况。同时，全面了解了该店铺所处的市场环境、营销策略以及选址等方面的情况，结合STP理论的应用，以及问卷调查对消费者想法与需求的了解，进行YY SPA王府井店的市场细分、目标市场选择，并在此基础上确定了店铺的市场定位。结合店铺的市场定位情况提出针对性营销策略和建议。最终，结合企业市场营销的需求和YY SPA王府井店的具体情况，提出了确保市场营销策略制定需求的保障措施。这项研究为YY SPA王府井店的市场营销策略制定提供了参考，同时也为同类企业的市场营销工作提供了有益的帮助。

With the progress and development of society, people's living standards continue to improve, the concept of consumption is also changing, more and more people hope to achieve leisure and relaxation, beauty and other functions through SPA. The rapid development of this kind of project, which is consistent with the consumption concept and demand of modern people, has also increased the pressure of competition in the industry. In the case of the rapid development of the SPA industry, shops want to be recognized by consumers in the market, should pay attention to marketing work, through scientific marketing, enhance the popularity and influence of stores, so that stores can stand out in the industry competition. In the process of the rapid development of Beijing SPA market, SPA stores want to let more customers understand, should formulate a sound marketing strategy, form a scientific marketing system, so that stores can stand out in the competition. Hermit SPA Wangfujing store, located in the Wangfujing business district of Beijing, opened in 2023. As a new store, if it wants to be recognized by more consumers, it should pay more attention to the formulation of marketing strategies. On the basis of a large number of existing literature collection, combined with the application of marketing theory, the full text analyzes the marketing environment of hermit SPA Wangfujing. Through the application of PEST model, this paper analyzes the macro environment of hermit SPA Wangfujing store, combined with the application of Porter five forces model, makes a comprehensive analysis of the organizational environment of hermit SPA Wangfujing store, and understands the brand positioning and marketing strategy of the store on the basis of comprehensively considering the actual situation of the store. On the basis of a comprehensive understanding of the market environment, marketing strategy and location of hermit SPA Wangfujing store, combined with the application of STP theory and the understanding of consumers' ideas and needs by questionnaire survey, the market segmentation and target market selection of hermit SPA Wangfujing store are carried out, and on this basis, the market positioning of the store is determined, and some suggestions on targeted marketing strategies are put forward according to the market positioning of the store. Finally, combined with the needs of enterprise marketing, as well as the actual situation of hermit SPA Wangfujing store, the paper puts forward the safeguard measures to ensure the demand of store marketing strategy. The research not only provides a reference for the formulation of marketing strategy of hermit SPA Wangfujing store, but also provides help for the marketing work of similar enterprises.