美容市場之進入策略與轉型策略之研究

隨著美容市場競爭越來越激烈，為了使專業美容業者能夠達到永續經營之目標，藉由非相關產業轉型進入美容業造出新的顧客價值對於專業美容業者而言是相當重要的經營目標。因此，本研究將透過半結構式深度訪談方式，利用個案訪談者瞭解台灣專業美容如何透過非相關產業轉型進入美容業策略開創出新的商機，並進一步探討台灣專業美容業者的轉型策略對於顧客以及專業美容業者本身的價值有何種的創新性與影響性。研究結果發現，制定出合理的訂價策略以及服務項目，藉由提供專業化和高水準的服務品質，藉此引起顧客對於專業美容業者信任，對於其他產業轉投資至美容產業者能夠取得經營上的成功；對由美容製造業轉型至美容服務業而言，透過自身的化學材料研發實力與技術投入美容相關商品的開發，在配合製造商原本就有的教育通路，能夠創造出新的商機；強調小型美容工作室自身的專業性與服務強項，並且持續提升服務品質，對於小型美容工作室的經營有所幫助。

關鍵字

美容市場；轉型策略；進入策略； PEST分析

並列摘要

It is a very important business goal for professional aesthetic professionals to create new customer value through the transformation of non-related industries into the aesthetic industry as the competition in the Aesthetic markets becomes more and more fierce. In order to enable professional aesthetic professionals to achieve the goal of sustainable management, this study use the semi-structured in-depth interview method to understand how Taiwan's professional aesthetic can enter the aesthetic industry strategy from non-related industry transformation or transform the extant organization so as to create new business opportunities. Moreover, the innovation and value of the professional aesthetic industry's transformation and entry strategy are discussed. The research found that the development of a reasonable pricing strategy and service projects, by providing professional and high-quality service quality, to make customers trust the professional aesthetic industry is important. For investors from other industries to enter the aesthetic industry can get business. The success of the transformation strategy, such as transform from aesthetic manufacturing to aesthetic service industry, the development of its own chemical materials research and aesthetic-related products, in line with the original educational channels of manufacturers, can create new business opportunities. Emphasizing the professionalism and service strength of the small aesthetic studio itself and continuing to improve the service quality are helpful for the operation of small aesthetic studios.