中部地區美容沙龍店單一服務型與多元服務型經營趨勢研究

本研究針對中部地區中小型美容沙龍店經營方向及策略之探討。藉由多重個案以深度訪談等管理手法，探討以單一服務型的美容沙龍店或以多元服務型的美容沙龍店之服務品質，更能貼近顧客之需求進而創造營業利益，永續經營。在實證研究方面，雖然單一服務型之營業項目經營單純、資金小，但容易隨著消費市場趨勢及消費者喜好轉換，而被市場淘汰。研究發現多元服務型之經營業者較單一服務型經營業者多，而單一服務型經營者也表示願意朝多元發展，顯示經營模式已由單一專門店逐步走向多元複合式發展。多元服務型經營之單日顧客數較多，顯示多元選項可吸引消費者多元消費，有利創造交叉利潤，亦使年營業額也顯著較高。另因多元服務型經營產品量大，較有議價空間，可提供消費者之產品價格更具彈性，給予顧客更多的優惠。綜合以上結論，顯示一站到位的個人化及全方位服務，較符合消費者多元需求，更可增加產業競爭力，創造營業利基。

關鍵字

美容沙龍；單一服務型；多元服務型

並列摘要

This study is aimed at the strategic management direction and strategy of small and medium-sized beauty salons in the central region. Utilizing multiple case studies in combination with in-depth interviews as well as other management techniques, the study will explore the quality of service of single-service beauty salons in comparison to composite-service beauty salons for the purpose of identifying customer needs more accurately, increasing both business profit and sustainability. In terms of empirical research, although the single-service type business is simpler in terms of operation and operates with lower capital, it can be easily eliminated by the competitors as the consumer market trend and consumer preferences shift. The study found that in the current market, there is a higher percentage of composite-service businesses than single-service businesses. Single-service companies have also expressed willingness to move towards a diversification strategy, indicating that general business model trend has gradually moved from single service specialty stores to developing multiple services. The composite-service type business has a larger number of customers per day, indicating that multiple services cater better to consumers’ various needs. The result is conducive to creating various sources of profits also making the overall annual turnover significantly higher. In addition, due to the larger amounts of products and service sin this type of business, there is greater price elasticity, giving consumers a more flexible price range and potential price concessions. Based on the above conclusions, it shows a more customized and all-round service model is more in line with the diversified needs of consumers and can increase the competitive advantage in the industry.