美容產業之創新商業模式研析-以艾迪雅時尚美學為例

Abstract

消費者對美容加值服務逐漸趨向於多元化，若能夠強化對消費者心理的認知，提供高品質的加值服務與產品，以同理心為出發點的創新商業模式，方能突破現狀有效地促進美容業的未來發展。

現代人生活忙碌，人人希望化繁為簡，因此本研究以顧客價值主張探析美容業之創新商業模式，包含：一、「一站式服務」提供美容、美體、美甲、美睫、彩妝五大服務，二、「樂齡商機」人口高齡化為全球趨勢，了解高齡者的美容相關需求並滿足需求，並以生活美學提升五感體驗以達身、心、靈放鬆之境界。以社區化與在地化為主軸，將本研究之創新商業模式複製至其他地區拓展連鎖，以利於個案在未來展店之執行，並提供美容業之新開業或轉型作為參考。

本研究第一章為緒論，包含研究背景、動機、目的、流程與架構等，第二章為文獻探討，含括美容業、創新、價值主張、商業模式、高端市場，第三章為研究方法，以文獻回顧法、問卷調查法、個案研究法，為研究主題蒐集相關資料歸納、分析後深度探析個案並運用問卷調查法加以佐證，第四章為研究發現，美容市場的現況與個案深度分析後的統整及問卷的結果整合，為個案提出有效的商業模式，第五章為研究結論與建議，美容業以同理心為顧客價值主張所發展出創新商業模式卓有效益，應廣泛運用為美容業再創高峰。Consumers gradually tend to diversify their cosmetic value-added services. If we can strength the customer's cognitive psychology, provide them high quality value-added services or products, and adopt an innovative business model based on empathy, then we can break through the status quo effectively and promote the future development of the beauty industry. Modern people are busy. Everyone wants to make it simple and convenient. Therefore, this study explores the innovative business model of the beauty industry based on customer value proposition, including 1: One-stop service provides five services: beauty, body, nail, eyelash and makeup. 2: senior citizen business opportunities" population ageing is a global trend, to understand the beauty-related needs of seniors and meet the needs, and to enhance the five senses of life aesthetics to reach the realm of relaxation of the body, mind and spirit. Taking the community and localization as the main axes, the innovative business model of this research was copied to other regions to expand the chain, so as to facilitate the implementation of the case in the future, and provide a new opening or transformation of the beauty industry as a reference. The first chapter of this research is an introduction, including research background, motivation, purpose, process and structure, etc. The second chapter is literature discussion, including beauty industry, innovation, value proposition, business model, and high-end market. The third chapter is the research method, including citation analysis, questionnaire survey, and case-study method. To collect relevant data for analysis of research topics, analyze the depth of the case, and use questionnaires to corroborate. The fourth chapter figures out that the current situation of the beauty market is integrated with the results of the integration analysis and the questionnaire after the case depth analysis to propose an effective business model for the case. The fifth chapter is the research conclusions and suggestions. The beauty industry has developed an innovative business model with empathy for the customer value proposition. It should be widely used for the beauty industry to create a new peak.