美容SPA業創新轉型與經營策略之研究─以台灣美容業為例

現代人越來越重視生活品質，生活品質又不斷提升，女性又喜歡追求美麗，尤其皮膚保養與SPA療程更是許多女性關注的焦點，在市場有所所需求下，美容SPA業迅速在台灣發展起來。近年來美容SPA產業在台灣的競爭非常激烈，除了一些專業美容SPA中心外，許多醫學美容業者、養生館也紛紛加設美容市場，投入資金搶攻市場，美容SPA產業面臨到危機與競爭。近幾年美容SPA業單店發展成加盟連鎖經營，加盟連鎖店擁有高知名度，加盟連鎖體系總部整體行銷及後勤專業支援運作業績蒸蒸日上，再加上化妝品及保養品廠商不停地促銷及多元化銷售通路、保養品專櫃、網路大量廣告使消費者在美容SPA購買化妝品及保養品的意願越來越低，使得美容SPA產業在經營上形成很大的壓力。美容SPA業在競爭市場中要維持競爭優勢必需創新並找出經營策略。本研究將探討美容SPA產業該如何創新轉型與經營策略以面對未來的市場，提供更完善的服務及經營策略並將美容SPA產業推向國際化，以提昇台灣美容業在國際上之競爭優勢。本研究首先運用訪談法輔以STEP與五力分析探討美容SPA業之經營環境，然後將資料以紮根法統整，做為進行美容業SPA業之競爭力分析（SWOT分析）之依據，進而探討美容SPA業之TOWS矩陣；再透過IPA分析法以提出美容SPA業經營策略。本研究歸納美容SPA業經營策略，總結如下：1.創新國際化特色2. 精緻企業文化3. 創造競爭優勢4. 轉型行銷策略；而美容SPA業經營策略更應納入這些新元素，以達到創新轉型，更具競爭力。依據上述研究結果提供美容SPA產業轉型與經營策略之建議。

關鍵字

美容SPA產業；創新轉型；經營策略

並列摘要

Nowadays, more and more Taiwanese emphasize on quality of life and continu-ously elevate it. Women, in particular, like to pursue beauty such as skin care and spa treatment which drag the most focus of attention. Owing to this demand of Taiwanese beauty spa market, this industry grows rapidly. Therefore, it becomes competitively. In addition to a number of professional beauty and spa centers, many Medical Cosmetic centers and health centers invests additional beauty spa center to grab this market share. Many professional beauty and spa centers are facing a sever crisis and competition.In recent years, the strategy of many profes-sional beauty spa centers is flourishing from a single store into the franchising business. They share high-profile and high visibility. The overall beauty spa mar-keting of the franchising system goes with logistical expertise which supports the whole operational performance flourishing. However, coupled with the manufac-turers of cosmetics and skin care products promotion, diversification of sales channels, skin care products counter, and Internet advertising, the desire of pur-chasing cosmetics and skin care products in the beauty spa has gone lower and lower. It also forms much pressure on business. Therefore, to maintain competitive advantage, beauty spa industry needs to be innovative and to identify its business strategy in this competitive market.This study is going to explore how the beauty spa industry is going to transform and be innovative and its business strategy to face the market in the future. How its business strategy sets: whether it is to pro-vide better services or promote this industry national wide in order to enhance the competitive advantage of Taiwan's beauty industry in the international arena. This study employs in-depth interviews to supplement STEP and the five forces analysis to explore the business environment of Taiwanese beauty spa industry. Then apply grounded theory to collect and analyze the data which is this basis of competitive analysis （SWOT analysis） of the beauty spa industry, and to probe the TOWS matrix of the beauty and spa industry. At the end, utilizing IPA analysis proposes the business strategy for Taiwanese beauty spa industry.This study concludes that the business strategy for Taiwanese beauty spa industry as follows: 1. being an innovative internationalization, 2. establishing an exquisite corporate culture, 3. creating a competitive advantage, 4. promoting an transformation of marketing strategy. In order to achieve the innovation and transformation, and be more competitive, the business strategy for Taiwanese beauty spa industry should be incorporated into these 4 elements. The recommendations of transformation and business strategy for Taiwanese beauty spa industry should base on the results of this study.