| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 105 === When the 2008 global financial crisis hit the international community, banks in all countries were hit hard. Taiwan has also been affected, with financial and technology industries continuing to layoff personnel and cutting personnel costs. The ability for mid-sized to large businesses to provide employment opportunities and capacity for economic growth has begun to decline, making micro-entrepreneurship more important than ever before.
Many traditional industries, using beauty services as an example, is a space where mobile services can expand, because the toolkit is easy to carry, has high mobility, and customers feel more relaxed at home, creating a different atmosphere from the beauty salon. Mobile beauty services have existed in Taiwan for many years. In the future, this space for such mobile services should expand, along with the trends of raising pets and an aging society.
With consumer prices continuing to rise, many people in recent years have begun to take on multiple jobs. For female entrepreneurs, the beauty industry seems to be the industry of choice. How can mobile beauty services succeed? What preparations are necessary? What business and operation strategies are needed? This thesis hopes to explore these questions through in-depth interviews with beauticians, who are already in this line of work, on their individual experiences as entrepreneurs. Their first-hand experiences can be valuable for aspiring entrepreneurs considering this industry.
Mobile beauty services are a representative industry for mobile services. It is very suitable for individuals to enter this industry, because it does not require a large amount of start-up cost, a lot of manpower, and can also use a teamwork approach to share the burden of consumer needs. By using community networks, this service model can be more conducive to expanding the market for micro-businesses.
Based on the above characteristics, background and motives, the purpose of this thesis is as follows:
1.To provide a SWOT analysis of mobile beauty service micro-entrepreneurs in the Greater Taipei area.
2.To discuss how Greater Taipei area mobile beauty service micro-entrepreneurs can develop the market.
3.To explore the key factors that lead to success for mobile beauty service micro-enterprises.
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