A Research of Successful Marketing Key Factors on a Hybrid Beauty Salon: The Example of the Selected Hybrid Beauty Salon Company in Taiwan

• Main Authors: Tsou, Tsai-Ten, 鄒再添
• Other Authors: Chen, Tser-Yieth
• Format: Others
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/11365599911606574543

碩士 === 銘傳大學 === 管理科學研究所碩士在職專班 === 91 === A Research of Successful Marketing Key Factors on a Hybrid Beauty Salon: The Example of the Selected Hybrid Beauty Salon Company in Taiwan Graduate Student: Tsou, Tsai-Ten Advisor: Dr. Chen, Tser-Yieth Graduate Institute of Management Science Ming Chuan University Abstract The traditional beautiful salons and the cosmetic discount stores employ different marketing techniques to serve their customers in the last decade in Taiwan. Now, the traditional beautiful salons must seek new marketing channel to conform to the uprising low-price strategies used by their competitors and the recession in the beauty market channel. The motivation of this research is to combine the traditional beautiful salon and the discount cosmetic store to a new kind of store─the beauty hybrid store that can satisfy all kinds of customers than those of the traditional beautiful salons or the discount cosmetic stores by supplying diversity of goods and services. This research plans to integrate two different stores─the traditional beautiful salon and the discount cosmetic store to a new hybrid store in order to survive in the complete competitive market. By understanding the operation results ,characteristics of their services , using the questionnaires , conducting SWOT analysis from five dimensions that influence the beauty industry and analyzing their value-added activities , the research then obtain the results as：by grabbing the service characteristics and blueprintings, the hybrid stores may exhibit their uniques and obtain successful marketing key factors. Keywords: Diversified marketing, service blueprinting, value-added chain, hybrid store, beautiful salon