美容護膚保養已成為一種時尚消費理念,隨著社會、科技的發展,個人美容器材正在逐步取代簡單的手工護理;各個美容院&美容機構對美容儀器的科學性及功能性也隨之有了越來越多的需求,美容儀器市場的前景一片光明。 從90年代開始,醫學、化學、電學、光學等領域的科技專業人士、專業技術設備開始進入美容業,從而給美容美體業帶來了更多的高科技,美容儀器正是在高科技下誕生的產物。然而醫學美容行業雖然日益興盛,產品相似性也越來越高,差異化行銷也日漸困難。 本研究以個案公司為例,應用競爭優勢策略分析模式,透過與競爭企業之間的問卷調查進行分析與探討,找出醫學美容行業的關鍵成功因素,並驗證個案公司的策略意圖,策略目標及執行方案的可行性。結果發現個案公司有組織、製程與產品等方面的極大發展空間。
Beauty skin care has become a fashionable concept of consumption, along with the social, technological development, personal beauty equipment is gradually replacing the simple beauty of hand-care; various beauty salon equipment & Beauty institutions of science and brought with it more functional to more demand, beauty equipment market prospects for the future. From the 90''s, medical, chemical, electrical, optical and other fields of science and technology professionals, professional and technical equipment, entered the beauty industry, giving the Beauty Body to bring more high-tech industry, beauty care equipments are under the birth of the high-tech product. However, medical cosmetic industry has become increasingly prosperous, the product similarity is also increasing. The differential marketing has become more and more difficult. The study aims at analyzing the case company by applying the competitive advantage strategy analysis model. Analyzing and probe into the key success factors of cosmetic industry via questionnaire between competitors, to test and verify the feasibility of the case company''s strategic intent, strategic objectives and implementation. The results showed that the case company’s organization, process and product aspects of a great space for development.