美容SPA業策略聯盟夥伴合作模式分析
─以Relax行動美容空間

本研究內容主要在探討美容SPA業在進行同業聯盟與異業聯盟運作時，彼此合作的方式、合作帶來的效益與問題。研究結果發現美容SPA業在展開同業聯盟與異業聯盟之後，各自帶來優勢與劣勢：同業結盟優點：進駐同業店家可使服務價值及服務項目提升，同時增加同業間的知名度，更可以增加顧客的便利性，提高消費力使業績提升。同業結盟缺點：店家常會僵持在利潤的分配；在顧客方面，因為客戶共享，往往各店家經營者不願分享客戶資料，導致Relax行動美容空間無法掌握客戶流向與進行售後服務。在技術面，因為進駐的店家助理甚多，在服務顧客時常會從旁介入，所以容易導致技術外流。異業結盟優點：可使Relax行動美容空間曝光率增加，提高客戶的回顧率消費，使Relax行動美容空間在企業間的服務品牌提升。顧客群會不斷大量增加，使Relax行動美容空間可不斷提升服務客群的定位，發覺頂客族。至於異業結盟的缺點：異業結盟因為各企業都會有預算考量，以致獲取的利潤較低。在顧客面，服務的客群甚廣，時常會碰到非頂級愛好者。透過個案研究發現，在美容SPA業中異業策略聯盟出現的問題較少，合作的空間較大。而建立聯盟時主要考量是，降低成本的、進入市場的、資源的相互依賴等三大因素。

關鍵字

策略聯盟；美容SPA

並列摘要

links and cross-business links. Both of the strategic alliances bring beauty spa companies strenghs and weaknesses respectively. The strategic alliance in business links has advantages of upgrading service quality and service items, enhancing rep rage and offering more convenience to customers. But it also has disadvantages including the stationing companies usually reach a stalemate in profit distribution, and have no willing to share the customers data resulting the beauty spa companies cannot control customers flow and after sales service. In addition, technology spillover happens due to the assistants of the stationing companies often intervene in the service procedure. The strategic alliance in cross-business links bring Relax advantges of adding exposure frequency and promoting performance and brand image. Consequently, Relax keeps widening customers including Dinks ( Double Incomes No Kids ). The demerits of the strategic alliance in cross-business links are the profit is low because of the budget consideration and the majority of the customers are not enthusiasts about beauty salon. Through the process of case study, the strategic alliance in cross-business links has less problems and more possibilities in cooporation. In addition, the chief three considerations are cost reducing, market entry and mutual resources dependence in setting up strategy alliance.