台灣中小型美容SPA產業之經營與服務改善

由於生活水準的不斷提升，除了基本需求外，人們開始追求高層次的需求，因此美容服務產業隨之蓬勃發展。根據主計處資料，在其他服務業區塊中，美容SPA產業創造的經濟產值居冠，這代表此產業是個不容小覷的產業。因此本研究實地探訪美容SPA店的個人戶與連鎖店，了解其現況與經營模式，並探討目前美容SPA產業最大的問題為何？且以實地現場觀察、店家訪談、發放問卷等方式，探討消費者的需求狀況以及美容師的替換和資訊化功能，是否影響消費者前往消費的意願。本研究發現人力資源與資訊化為目前美容SPA店最主要的問題，尤其是如何留住現有的技術人才及管理人才的缺乏；另外，在手機APP上的資訊化建構對於美容SPA產業可能帶來的影響和成效，將明顯高於電腦網路資訊化，因此本研究建議，台灣美容SPA產業應優先發展並強化手機APP之資訊化。

關鍵字

美容SPA產業；消費者需求；人力資源；手機APP資訊化

並列摘要

Due to the continuous improvement of living standards, people begin to pursue for high-level demands, and thus the cosmetology and beauty service industry flourishes. According to Directorate-General of Budget, Accounting and Statistics (DGBAS) data, in the section of ＂other services＂, the economic value generated by the beauty SPA industry is ranked highest. Therefore, this industry is apparently one which cannot be ignored. Therefore, we visit individual shops and SPA beauty shop chains to understand their current situation and business model, and explore the biggest problem of SPA Beauty Industry by performing field-site observation, store interviews, and questionnaires. This study explores the factors that affect the consumer demand and the problems faced by the stores. We find that human resources and information technology are the major problems of the current SPA beauty shops, especially how to keep current technicians and management staff. We also find that the construction of information technology on the mobile phone APP will have more impact upon the performance of Beauty SPA industry than that on computer network will. Therefore, this study suggests the Beauty SPA industry should give priority to the development and strengthening of information technology on the mobile phone APP.