美髮業行銷管理之研究：以「麗的國際髮型」為例

A Study on Marketing Management of Hairdressing Industry: Using ＂Leader International Hair Salon＂ as an Example

張培新(Pei-Hsin Chang)

《美容科技學刊》 12卷1期 (2015/06) Pp. 131-146

https://doi.org/10.30001/JIES.201506_12(1).0008

摘要

本研究以「麗的國際髮型」為主要研究對象，旨在探討「麗的國際髮型」之產品策略、定價策略、通路策略及推廣策略，並據以提出行銷管理之整體建議。本研究所探討的問題包括：（一）麗的國際髮型的產品組合為何？產品的品牌管理及產品特色為何？（二）麗的國際髮型的價格策略為何？其影響價格的成本要素、競爭要素及價格與品質的關係為何？（三）麗的國際髮型的推廣策略為何？其廣告、促銷、公共關係，及影響推廣的主要因素之運作情形？（四）麗的國際髮型的主要行銷通路為何？其通路的效能、通路架構及通路之管理和整合情形。

關鍵字

美髮業 ； 行銷管理 ； 麗的國際髮型

並列摘要

This study treats ＂Leader International Hair Salon＂ as the subject, and explores the product strategy, pricing strategy, channel strategy and promotion strategy of ＂Leader International Hair Salon＂. Based on the results, suggestions are proposed on marketing management. The research questions are as follows: (1) what is the product portfolio of Leader International Hair Salon? How about the brand management and product characteristics? (2) What is price strategy of Leader International Hair Salon? What are cost factors and competition factors of prices and relationship between prices and quality? (3) What is promotion strategy of Leader International Hair Salon? How about the operation of advertising, promotion, public relation and main factors of promotion? (4) What are main marketing channels of Leader International Hair Salon? How about the efficacy of channels, channel framework and management & integration of channels?

並列關鍵字

hairdressing industry ； marketing management ； Leader International Hair Salon

參考文獻

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