| Summary: | 碩士 === 義守大學 === 管理學院碩士班 === 97 === Quick haircutting in Taiwan is an extension of a case study of QB House Hair Salon in Japan, based on Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. It has developed into a new business model in Taiwan’s haircutting market, one that has burgeoned in a short time.
It is commonly held that this phenomenon is only a fad, and it has been compared by some people to the Egg Custard Tart Phenomenon during 1997 and 1998. Given this reaction, this thesis discusses the effect of this new business model on the haircutting industry from the perspectives of both the external environment and internal strategies. The factors discussed on the external environment side that affect the development of quick haircutting industry are the national economical prospect and the competition structure of the industry. As for the advantages of internal strategies, marketing strategies, customer value as well as the differences between customer benefits and costs are core factors discussed.
This study establishes a conceptual framework that integrated marketing strategies and customer value. The research is conducted by qualitative and quantitative methods. Interviews with 13 hair beauty proprietors and stylists are conducted. Then, a survey of questionnaires designed based on a Likert Scale were distributed to the customers of quick haircutting, with 520 copies of valid questionnaires. Based on the above analyses this research tries to make explicit the effect of quick haircutting on hair beauty industry. The results will hopefully provide the proprietors, stylists and customers a better understanding of the hair beauty industry of recent changes.
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