美髮沙龍商店形象之研究－內容分析法探討

Research on The Store Image of Hair Salon by Content Analysis

黃建文(Huang Jiann-Wen) ； 李亭葦(Lee Ting-win)

《崇仁學報》 11期 (2018/03) Pp. 1-15

摘要

商店形象會因經營者塑造的類型不同而有所差異，消費者會因個人所需選擇不同型態的美髮沙龍店，本研究以美髮沙龍為研究樣本，不同型態的美髮沙龍店會有不同的行銷策略得以滿足不同消費者的需求，本研究為了解美髮沙龍業消費者選擇不同型態商店之商店需求，採用開放式問題收集資料，接著以語幹為分析單位進行內容分析法資料分類，從中獲得不同型態商店形象之決定因素。在連鎖美髮沙龍中獲得25個語幹、單店美髮沙龍獲得23個語幹、個人美髮沙龍工作室獲得26個語幹，藉由了解不同型態商店形象之差異，便於經營者擬定適當且有利於進入市場區隔之策略與目標定位。

關鍵字

內容分析法 ； 美髮沙龍 ； 商店形象

並列摘要

The image of the store depends on the business operators . Consumers choose a certain type of hair salon shop for specific purposes. To meet the needs of different consumers and adopt the marketing strategy, the study tries to understand why the hair salon consumers choose different types of stores. Open-ended questions and the content analysis method were used to collect information for the data classification and the identification of store image factors. In the chain of hair salon in the 25 language stem, single shop salon get 23 language, personal salon studio 26 language. By understanding the factors for different types of store image, it's probable for operators to develop appropriate and conducive to select the market Strategy and Goal Orientation of Segmentation.

並列關鍵字

Content Analysis ； Hair Salon ； Store Image