The compentition Analysis Of the Hair Style Chain Store

• Main Authors: Hasio-Ting-Chiu, 邱筱婷
• Other Authors: Dr.Guo-Fong Liao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74073571546513673678

碩士 === 輔仁大學 === 織品服裝學系 === 99 === The development of hairdressing chain industry in Taiwan has in fact approached market saturation and the total amount of consumption is estimated to have exceeded 100 billion. Under such environment, how the various hairdressing chain industries effectively enhance self-competiveness to affect the consumers’ willingness to pay, in response to the increasingly intensive market competition, becomes an issue merit study. The study conducted questionnaire survey and issue questionnaire to consumers of hair salon, using “Multidimensional Scaling（MDS） ” with emphasis on carrying out brand awareness and positioning analysis for the domestic hairdressing chain brand. The purpose of the study aims to compare the marketing positioning between each brand and the respective competitors in addition to understand the current band positioning of each brand for consumers. Consequently, the enterprises may obtain effective information through analytical results in order to adjust their marketing strategies for establishing the optimal marketing positioning and to help enterprises with attaining long-term benefits. The study result shows that the competitive groups are “in-group homogeneity, inter-group heterogeneity.” The survey analysis result indicates Group 1: Mentor Hair Stylist and Hair-First were cheap and affordable types; Group 2: Dr. Hair, Tienchi Hair and other industries are serviced based. Finally the paper proposes appropriate marketing and reference for recommendations in improving strategies according to the analytical results.