應用企業社會責任與服務主導邏輯建構創新美髮商業模式：以日本福祉美容觀點

Applying Corporate Social Responsibility & Service Dominant Logic in Building a New Beauty Industry Business Model: From Japan's Welfare Beauty Service Perspective

林敬榮(Chin-Lon Lin) ； 陳俊良(Chun-Liang Chen)

《文化創意產業研究學報》 9卷1期 (2019/03) Pp. 1-12

https://doi.org/10.6639/JCCIR.201903_9(1).0001

摘要

隨著社會人口結構改變，企業的經營模式必須不斷的創新才能順應時代潮流。因此、企業紛紛開始進行商業模式的創新，並結合企業社會責任（Corporate Social Responsibility）以關注環保議題及投入社區參與來提升收益及形象。除此之外、過去以商品銷售為經營導向的行銷策略，也在時代趨勢下被服務主導邏輯所取代以符合市場需求。有鑑於此、本文以日本福祉美容服務為例，探討在高齡化時代下臺灣美髮產業的諸多問題，並透過研究發現來建構創新美髮商業模式，進而達到企業永續發展的目標。

關鍵字

企業社會責任 ； 服務主導邏輯 ； 美容產業 ； 福祉美容 ； 商業模式

並列摘要

As the society's demographic structure is ever-changing, business model needs to be more adaptive to meet the challenges. Applying Corporate Social Responsibility to raise environment awareness and increase community interaction is a solution to improve business' profitability and corporate image. Replacing traditional manufacturing and goods dominant logic management with service dominant logic is another approach to achieve value co-creation in a value chain. Hence, this study uses Japan's welfare beauty service as a case study to explore the possibility of building an innovative and sustainable business model for Taiwan's hair beauty market.

並列關鍵字

Corporate Social Responsibility ； Service Dominant Logic ； Beauty Industry ； Welfare Beauty Service ； Business Model

參考文獻

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