獨立美髮沙龍店之經營策略：單一個案研究

The business strategy of an independent hair salon: A single case study

吳文琳(Wu Wen-Ling)

指導教授 ： 康敏平

國立臺灣師範大學/管理學院/高階經理人企業管理碩士在職專班(EMBA)/碩士(2020年)

https://doi.org/10.6345/NTNU202000654

摘要

美容美髮業因資金投入門檻不高所以創造無數的創業商機及勞動就業人口，就業市場也就具有眾多機會，然因競爭劇烈也產生了許多競爭威脅，傳統式美髮美容店經營方式、環境與技術，漸漸無法滿足現代商業社會消費者之需求，於如此競爭激烈的產業中，企業策略卻待積極且深入的研究，以其建構更為完整的知識體系。本研究選取美容美髮產業之標竿企業，透過個案研究，根據策略矩陣分析法，了解其於不同企業階段之策略思維，最終整理其策略思維分為以下三個階段：創業初期的市場鎖定、企業的拓展以及企業的合併思維，最終根據上述策略思維提出實務建議。

關鍵字

美容美髮 ； 策略形態分析 ； 策略矩陣分析 ； 策略思維

並列摘要

Based on low investment, hairdresser and cosmetologist industry creates countless business opportunities and jobs. However, more opportunity more competition, the traditional strategy, operation and technology can’t meet customer’s demand in modern commercial society. In such a fiercely competitive industry, corporate strategy needs to be actively and deeply studied to build a more complete knowledge system. This research selects the leading companies in the hairdresser and cosmetologist industry to be research case. Based on the strategy matrix analysis method, this research discovers the strategic thinking in different stages of the case. As a result, its strategic thinking is divided into the following three stages: lock in the specific segment, enterprise expansion, merger of the enterprise. Finally, this research indicates some practical suggestions based on the above strategic thinking.

並列關鍵字

Hairdresser and Cosmetologist Industry ； Strategy Posture Analysis ； Strategy Matrix Analysis ； Strategy Thinking

參考文獻

英文部分

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Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.