美髮連鎖業競爭力分析

美髮連鎖業在台灣發展要追溯到民國五十六年，曼都第一家店面開張至今也將近四十四年了。縱觀亞洲地區算是相當早起步的連鎖事業。在各種行業別內，服務業應是最有需要進入連鎖領域的行業類別，原因無他，品牌建立、降低成本是最大的考量因素。而美髮連鎖業在台灣地區尤其是一級競爭地區的大都市之美髮連鎖店，已接近五萬家，估計有超過35萬從業人員，堪稱是連鎖業的龍頭，市場其實已趨近極度飽和，且每年總消費金額估計已突破千億。實際上在連鎖店面數量方面，其實是有下滑的趨勢。在這樣的一個競爭環境下，本研究運用「多元尺度分析法」，在收集市場中消費者的多元客觀資料後，經由知覺投射(perceptual mapping)建立多元尺度圖像，以萃取出屬性或特質(attributes)，藉此判斷各個品牌在市場中的分佈特色，以及在某些重要的消費者購買屬性上的知覺程度，分析出企業本體的優缺點。籍由多元尺度分析具有區塊分析的概念，即「物以類聚」，它能夠顯示出某品牌目前相對於競爭者，經由選定的多元客觀屬性資料分析後，處於市場定位中的哪一個區塊，而此區塊中有哪些樣本點（相似屬性的實際競爭者），並且呈現出該品牌目前的市場定位。最後，透過系統性的比較與分析，期望能夠進一步調整該品牌的整體行銷策略以建構最適當的重要屬性集合，來達成最佳的市場定位，並建立長期的競爭優勢。

關鍵字

美髮業；連鎖業；競爭力；競爭優勢

並列摘要

With the development of the franchised hair salon industry in Taiwan can be traced back to 1967, it has been nearly forty-four years since Mentor Hair opened its first salon. When gauged across the Asian region, it is a franchised enterprise with a rather early start. Among an array of industries, the service industry is one of the industries that need to embrace the franchise domain for reasons none other than instilling a brand name, and cutting the cost as the major consideration factors. While with the number of the franchised hair salon industry, particularly of franchised hair salons in urban areas of the fiercely competitive areas, approaching 50,000 shops, with estimated number of employees exceeding 350,000, making it a front runner in the franchising industry, where the market is, in fact, approaching extreme saturation, and with the yearly revenue estimated to surpass the one hundred billion mark in N.T. dollar. As a matter of fact, there is essentially a declining trend in terms of the number of the franchised shops. Under such a competitive environment, the study has attempted to instill a multiple scale diagram using perceptual mapping by adopting the ”multiple scale analysis method” to gather diverse subjective consumer data from the market, through which to ex tract the tendencies or attributes, which can be used to distinguish the distribution characteristics of each branch in the market, and the perceptual levels of certain critical consumer spending tendencies, with which to analyze an enterprise entity's advantages and disadvantages.By utilizing the diverse scale analysis that offers a block analysis concept, meaning the ”clustering effect”, it is able to show a certain brands current rivaling competitors, and by selecting diverse, subjective tendency data for analysis, it is able to identify at which block the enterprise is positioned, and what samples points (the actual competitors with a similar nature) are located within the block, and also to highlight the particular brand's current market position. Lastly, through systematic comparison and analysis, it is anticipated to further adjust the selected brand's overall marketing strategy for developing a most suitable tendency set, which can be used to achieve an optimal market position, and to instill long-term competitive advantages.