| Summary: | 碩士 === 嶺東科技大學 === 企業管理系碩士班 === 107 === In line with technological advances, the sophistication of information transmission methods is increasing. Fashion trends are rapidly transmitted between individuals. Due to the rising feminist consciousness, modern humans place increasing emphasis on appearance and style to accentuate personal characteristics. Beauty SPA treatment not only provides beauty related services but also a stress relieving and relaxing environment to promote physical, mental, and spiritual balance. Beauty SPA has turned into a mainstream service which has led to the vibrant development of the SPA industry coupled with increasing market competition. In addition to professional SPA establishments, cosmetic clinics, cosmetics counters, and health centers are also adding beauty departments and target this new market through investments and diverse sales and marketing methods relying on online multimedia. Innovative concepts and strategies conducive to business development are a key prerequisite to maintaining the competitive edge in this highly competitive market. This study explores how the Beauty SPA industry can ensure business development, improve business models, and develop effective marketing strategies in the face of future market challenges with the goal of internationalization of the industry and strengthening of the competitive edge of the Taiwanese beauty industry on the international market. The author’s research of SPA industry business models can be summarized as follows: 1. Research of innovative business models 2. Accurate direction of transformations 3. Instruments and equipment that increase competitiveness 4. Impact of specially prepared essential oil on consumers 5. Impact of environmental aesthetics on physical, mental, and spiritual balance. Recommendations in the four dimensions of transformation, innovation, operations, and marketing are provided to the Beauty SPA Industry based on the research findings.
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