中國大陸美容市場之分析

本研究旨在分析中國大陸美容市場。近年來，由於中國大陸經濟快速起飛，中國大陸成為各國產業必爭之地，美容產業更不例外。有鑑於此，台灣美容業者至中國大陸投資日益增加，相對美容從業人員至中國大陸工作意願也隨之高漲。為了解中國大陸美容市場及狀況，因此分析台灣美容從業人員進軍中國大陸之研究，讓台灣美容業與中國大陸及世界接軌。本研究採資料收集法，以上海地區為對象，分析中國大陸美容市場之現況。結果顯示：中國大陸市場發展快速，上海地區消費水準已超越台灣美容市場；台灣美容業對中國大陸美容證照需求日益劇增，中國大陸美容考照班因應而生；台灣美容業有逐漸轉入中國大陸市場之趨勢。美容從業人員赴中國大陸工作意願提高。再者中國大陸行業經營方式以民營、傳統小型業、連鎖加盟店且以外資投資為主；經營現狀屬於朝陽優勢的新興服務業；就業狀態以女性佔優勢，平均年齡25.5歲，教育程度以高中、專科為主。而兩岸企業和人才在直航關通後的互動情況日趨頻繁的情勢與趨勢下，台灣美容業者實應加強對大陸美容市場的現況了解分析。因此建議台灣美容從業人員需加強專業技能，吸收國際美容新知，研發生物高科技美容產品，並加強中國大陸證照之取得，以了解中國大陸美容市場發展趨勢，作為進軍中國大陸市場準備。期盼本研究能為日後美容業者至中國大陸發展之參考依據，及兼顧提升台灣美容產業發展之省思。

關鍵字

中國大陸；美容市場

並列摘要

This research analyzed the beauty market in China. Recent years, due to economy in China flourished rapidly, China has been a place where every country wants to invest, beauty industry as well. According to this situation, beauticians who invest in China have become more and more, and they want to work in China, therefore, We analyzed how Taiwan employees work in China to understand the situation about beauty market in China and connect beauty industry in Taiwan and the one in China. The results shown that the market in China developed rapidly, and the standard of consumption in Shanghai has been exceeded the one in Taiwan. Because of Taiwanese' needs of getting license about beauty industry, the courses of getting license has been become more and more. There are many different ways to run a beauty shop in China, such as to own a traditional store, to join an alliance store. Also, in this field, females can get more advantages. Their average age is 25.5 and the education situation is high school or a college for professional training. Due to the increase in direct transportation between Taiwan and China, beauticians in Taiwan should improve their understanding of resent China beauty marketing. Therefore, we advice Taiwanese beauticians have to enhance their profession skills, to absorb international knowledge, to develop high-tech beauty products, and to get licenses. These can help us to know more about the beauty market in China and prepare for investing there. I hope this research can be a basis for beauticians to invest in China. And it can make people in Taiwan think more about the beauty market in Taiwan.