The Study of Risks in Operation of Micro-Entrepreneurship of Taiwanese Cosmetology

• Main Authors: Lu, Tfu-Tzu, 呂柎梓
• Other Authors: Lin, Willie
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83289932548187551955

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 98 === The aim of the study is to explore risks in business operation during initial stage of micro-type business development. Through interview of 10 case histories of developer in beauty industry, key factors of the success of micro- type business development are examined. Except the interview, it is expected to provide a management pattern through the input of operation proposal in order to understand the strategies of reducing risks in operation at initial, middle and final stages of business development as well as to explore characteristics and development tendency of micro-type beauty industry in Taiwan. Considering outcome of this study, 6 key factors related are found, as follows： 1. “Market condition and opportunity”- it is concluded that timing of business development and good market operation are the important key factors affecting the business development. 2. “Product and service quality”- it is recommended that kindness and after- sale service are basic attitude for operating service business. The scale of business are decided by factors of having own products and brand and continually undertaking R and D in order satisfy the taste of consumers as well as attitude taking for risks. 3. “Plan of promotion”- The good marketing strategy can be defined through your own operation pattern, profit evaluation and customer attraction. 4. “Professional core technologies”- Having similar working experience, license/certificate and high interest are important factors to remain business developers in the career. 5. “Financial plan and use of funds”- The use of fund is not relevant to initial stage operation. However, cost control and integrated plan are closely connected with sustainable development in the future. 6. “Operating team and share- holding structure”- most of cases interviewed are belong to “single- own” business since entering gate is lower and the market is huge. It was observed that the business mainly relies on the craftsmanship.The developer may join a chain group in order to increase the source of funds when his or her business reaches a certain level. Based on 6 key factors stated above, the solutions toward the success of micro- type of business can be explored. It is also anticipated to reduce risks in business development as well as a reference in the future for similar cases.