頭皮養護專業品牌形象關鍵因素之探討

近年來業者為因應市場流行，有鑑於大眾對於頭皮養護越來越重視，但因大眾對於自身頭皮屬性不瞭解，也無從得知自身頭皮屬性，故大眾對於洗髮精不知從何選起，倒至很多人產生頭皮削、頭皮癢等問題，頭皮養護的專業品牌於此誕生，由於頭皮養護業者興起，帶動美髮業者開始提供頭皮養護服務予消費者。市場中頭皮養護需求的提升，使得許多業者紛紛投入該產業，品牌因而越來越多元，但消費者所具備之頭皮養護知識並不完全，在眾多品牌中進行選擇實在困難，因此本研究期望透過AHP層級分析之研究方法，向產業專家學者進行訪談，試圖探討出頭皮養護專業品牌形象關鍵因素。綜合上述研究權重結果，產品特性中的「產品安全性」為影響頭皮養護專業品牌形象關鍵因素，頭皮養護這產業在台灣是屬於相對較新的產業類別之一，而頭皮養護業者正在試著讓社會大眾對於頭皮的重視度持續提升，從上述專家所填選的問卷中得到，大多頭皮養護專業品牌的專家都認為組合策略不是專家認為的第一優先，反而是產品的特性才是最需要重視的。

關鍵字

美髮業；頭皮養護；品牌形象

並列摘要

In recent years, in response to the popularity of the market, the public has paid more and more attention to scalp care. However, because the public does not know the properties of their own scalp, and they have no way of knowing their own scalp properties, the public does not know where to choose shampoo. As many people have problems such as scalp peeling and scalp itching, a professional brand of scalp care was born here. Due to the rise of scalp care companies, hairdressers began to provide scalp care services to consumers. The increase in the demand for scalp care in the market has made many companies invest in the industry, and the brands have become more and more diversified. However, consumers have incomplete scalp care knowledge, and it is difficult to choose among many brands. Therefore, this study hopes that through The research method of AHP level analysis, conducted interviews with industry experts and scholars, trying to explore the key factors of the professional brand image of scalp care. Based on the results of the above research weights, "product safety" in the product characteristics is the key factor affecting the professional brand image of scalp care. The scalp care industry is one of the relatively new industry categories in Taiwan, and scalp care industry is trying to make The public's attention to the scalp continues to increase. From the questionnaires filled out by the above experts, most experts of professional scalp care brands believe that the combination strategy is not the first priority of the experts, but the characteristics of the product are the most important. of.