The Business Management Strategy of Japanese Beauty Salon Industry -Case Study of the Socie World

• Main Authors: Tzu-Yin Chen, 陳姿穎
• Other Authors: Cheng-Yih Hong
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83026833331101473750

碩士 === 淡江大學 === 亞洲研究所碩士班 === 98 === Nowadays, in light of the living standard in Japanese society has boosted, the opportunities for acquiring a job with higher position among women have increased. Simultaneously, the pressure resulted from life has increased as well as the significant change in social environment. As a result, the demand for beauty care and health care is therefore increasing.In 2007, the total market value of beauty industry in Japan reached to approximately 401 .35 billion Japanese Yen. Thus, the beauty industry plays an important role in Japanese health living. On the other hand, with the market expansion, various problems have emerged.According to the data published by National Consumer Affairs Center of Japan (2006), it indicates that the total number of complaints within all industries had been reduced in two consecutive years, whereas the ratio of complaints occurred among beauty salon service had increased within that period of time. The reason for this is possibly attributed to most operators to start business without being well-prepared such as incomplete staff training. This study focuses on the beauty industry''s status quo and issues. Besides, from the standpoint of marketing, it is aimed to know how each enterprise succeed in the industry by strategic management, experienced marketing, and reinforced brand equity, etc. Finally, through the analysis of case study - Socie world’s history, management philosophy, the brand building, the service characteristic, overseas market expansion and future prospects allows us to gain some insights of the success factors of the specific organizations discussed in the paper.