美容業者自行創業關鍵成功因素之研究

A Study of the Key Factors for the Entrepreneurs of Cosmetics to Succeed in Starting Their Own Business

陳冠吟(Kuan-Yin, Chen)

指導教授 ： 張仁家

國立臺北科技大學/人文與科學學院/技術及職業教育研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00184

摘要

本研究旨在探討美容業自行創業關鍵成功因素。本研究藉由訪談法，訪談對
象，包括整體造型師、護膚美容師、美髮設計師、美髮補習班老師、芳療師、美
甲師、新娘秘書、美容補習班老師，共計8人。經資料分析後，獲致以下結論：
一、整體造型師的創業關鍵成功因素為自我行銷、高服務品質、網路宣傳、尋求
附加商機。
二、護膚美容師的創業關鍵成功因素為堅持理想、店面選擇市中心、創新宣傳、證照掛帥。
三、美髮設計師的創業關鍵成功因素為獨特風格與魅力、價格公道、重視檔案管理、優惠促銷。
四、美髮補習班講師的創業關鍵成功因素為求新求變、技術本位、網路宣傳、不斷更新教材。
五、芳療師的創業關鍵成功因素為堅持理想、貨比三家、高服務品質、市場利基。
六、美甲師的創業關鍵成功因素為個人獨特魅力、技術本位、檔期促銷、售後服務。
七、新娘秘書的創業關鍵成功因素為不斷反省思考、網路行銷、高服務品質、突顯優勢。
八、美容補習班老師的創業關鍵成功因素為堅持理想、店面交通便利、進修充實自我、優勢突顯。

關鍵字

美容業 ； 自行創業 ； 關鍵成功因素

並列摘要

The study conducted by interview mainly discusses “A Study of the Key Factors for the Entrepreneurs of Cosmetics to Succeed in Starting Their Own Business.” The people who researcher interviewed including the overall stylists, skin care beauticians, hair designers, hairdressing lecturers, aromatherapists, nail professionals, wedding secretaries, beauty lecturers, for a total of eight. Through the data analyses, we can come to the conclusions as following.
1. The key factors for the overall stylists to succeed in starting their own business are self-marketing, high-quality service, network propaganda, additional business opportunities seeking.
2. The key factors for the skin-care beauticians to succeed in starting their own business are adherence to ideals, an ideal location choice for the shops, innovative propaganda, license command.
3. The key factors for the hair designers to succeed in starting their own business are a unique style and charisma, fair prices, emphasis on the file management, promotional discounts.
4. The key factors for hairdressing lecturers to succeed in starting their own business are innovation and change, technology-based management, network propaganda, continuously updated teaching materials.
5. The key factors for aromatherapists to succeed in starting their own business are
adherence to ideals, shopping around, high-quality service, market niches.
6. The key factors for nail professionals to succeed in starting their own business are unique charm, technology-based management, promotion periods, after-sale service.
7. The key factors for wedding secretaries to succeed in starting their own business are continuous reflection, network marketing, high-quality service, advantage highlighting.
8. The key factors for beauty lecturers to succeed in starting their own business are adherence to ideals, easy-to-reach shops, further studies to enrich themselves, advantage highlighting.

並列關鍵字

cosmetics ； starting business ； key factors for success

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