美容美髮業外部環境變遷對內部經營管理因應之研究

美容美髮業是台灣重要的服務業，也是影響大眾生活的產業。但對美容美髮業者而言，外部環境變遷甚大，如少子化造成人才短缺，最低工資高漲造成成本增加，周休二日造成輪班困難，故須調整內部經營管理來因應之，才能在經營績效有所提升。故本研究探討業者如何面對外面環境變遷並透過內部經營管理的提昇來進行升級轉型，並透過自身企業能耐與企業規模來提升其經營績效。本研究共提出九個研究假設，並透過問卷調查來實證之，共收集到81份有效問卷。實證結果顯示，少子化、工時縮短、周休二日是影響較大的外部環境變遷，而材料安全與品質、設計師專業技術、設計師互動禮儀、加強員工教育訓練、增加技術交流是執行較好的內部管理項目，並透過服務品質、人才素質、美髮技術升級作法來因應外部環境。研究發現內部經營管理及企業能力與升級轉型有顯著相關，且升級轉型、外部環境變遷、內部經營管理與經營績效有顯著相關，但外部環境變遷及企業規模與升級轉型沒有顯著相關。但若外部環境變遷能有企業能力的配合，及企業規模能與內部經營管理配合，仍可與升級轉型有顯著相關。最後，本研究將對美容美髮業者提出具體管理建議。

關鍵字

外部環境變遷；內部經營管理；升級轉型；經營績效；美容美髮業

並列摘要

The beauty salon industry is an important service industry in Taiwan, and it is also an industry that affects the lives of the people. But for the beauty salon industry, the external environment has changed greatly. For example, the declining birth rate causes a shortage of talents, the increase in the minimum wage causes increased costs, and the two-day week off causes shift difficulties. Therefore, it is necessary to adjust the internal management to cope with it in order to achieve corporate performance improved. Therefore, this study explores how the industry can face changes in the external environment and upgrade and transform through internal management improvement, and improve its corporate performance through its own corporate capabilities and corporate scale. A total of nine research hypotheses were proposed in this study, and they were empirically verified through questionnaire surveys. A total of 81 valid questionnaires were collected. The empirical results show that fewer births, shortened working hours, and two-day weekly rest are the external environmental changes that have a greater impact, while material safety and quality, designer expertise, designer interaction etiquette, strengthening employee education and training, and increasing technical exchanges are the better practices. Better internal management, and respond to the external environment through service quality, talent quality, and hairdressing technology upgrade practices. The study found that internal business management and corporate capabilities are significantly related to upgrading and transformation, and upgrading and transformation, external environmental changes, internal business management and corporate performance are significantly related, but external environmental changes and corporate scale are not significantly related to upgrading and transformation. However, if changes in the external environment can be coordinated with corporate capabilities, and corporate scale can be coordinated with internal management, it can still be significantly related to upgrading and transformation. Finally, this research will give specific management recommendations for beauty salon industry.