美容SPA經營策略之研究

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Title:	美容SPA經營策略之研究
Other Titles:	Business Strategy Analysis of the Beauty SPA Industry
Authors:	劉冠伶 LIU, KUAN-LING
Contributors:	企業管理學系管理科學碩博士班范惟翔 FAN, WEI-SHANG
Keywords:	美容SPA;經營策略;行銷策略;市場區隔 Beauty SPA;Buisiness strategy;Marketing strategy;Market segmentation
Date:	2020
Issue Date:	2022-05-17 14:43:44 (UTC+8)
Abstract:	近年來美容個人工作室SPA產業逐漸崛起，也深入高中職策略聯盟，美容個人工作室SPA產業之多角化造就了與大型企業截然不同的經營風格，也阻斷了連鎖美容SPA壟斷市場的趨勢。本研究以『經營策略』、『行銷策略』、『市場區隔』深入探討美容SPA產業之銷售模式及美容從業人員服務之行為及美容產業之產品以及美容產業之內容作更深入之關聯探討。　　本研究透過深度訪談之方式，更以其中半結構訪談之方式進行訪談，探討台灣二家不同類型之美容SPA業者之經營策略及行銷策略以及市場區隔，有效的提供未來投入美容SPA業之參考。　　In recent years, the personal studio of beauty SPA industry has become popular and also penetrated into the strategic alliance. Its diversification not only create a completely different management style from large enterprises, but monopolize the trend of the chain industry in the beauty SPA market. In this study, we will use ＂management strategy＂, ＂marketing strategy＂, and ＂market segmentation＂ to discuss the sales model, the behavior of the practitioners, the products and the service of the beauty SPA industry for a further discussion.　　Through in-depth interviews with the method of semi-structured in this research, we will discuss two different case with their business and marketing strategies in Taiwan, effectively providing references for future investment in the beauty SPA industry.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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