摘要
台灣美髮服務產業蓬勃發展時，許多業者逐漸由家庭剪髮或個人工作室發展成美髮連鎖集團，但自2000年後由於市場的高度飽和與激烈競爭，使各大連鎖集團呈現發展停滯或甚至衰退的現象，因此近年來逐漸進入中國市場發展。
本研究分析外資業者進入上海市場的策略，以環境的影響與STP的分析方式來確認各業者在市場中的定位，再根據業者的定位來分析行銷策略，進而推論出最後的經營成效。
本研究以三家外資美髮連鎖集團為分析個案，研究發現：當個案公司進入一個全新的市場時，對於目標市場的選擇和經營模式往往受到過去台灣成功模式所影響，個案公司通常會保留70%以上和台灣相同的競爭模式，當原模式可吻合市場需要時，發展上就會順利許多，但若是不適合該市場的需求時，業者就會遭遇經營困境，甚至退出市場。
面對競爭激烈的市場環境，往往進入市場的行銷策略就是發展成敗的關鍵之一，而行銷策略深受環境和市場定位的影響，本研究期望能帶給剛進入或重返上海市場的美髮連鎖業者做為發展策略上的參考。 / Abstract
When hairdressing service industry was flourishing in Taiwan, many firms started to transform from individual studios or family-run businesses to chain operation. However, since 2000, market saturation and high competition have caused major hairdressing chains to show signs of stagnation, and even recession, and many of them have started to enter the Chinese market in recent years.
This research analyzes how foreign hairdressing chains entered Shanghai by three steps: first evaluate the impact of environment on the operations of foreign hairdressing chains and their STPs; second, how these chains utilize their marketing mixes; and third, how have them performed in the market.
By looking into three chains, the study finds that:
(1) For the choice of target market and business models, they tend to be influenced by their successful business models in Taiwan, and thus they adopted 70% of their operational approaches in Taiwan to the operations in Shanghai;
(2) When their business models appealed to and marched the needs of the market, they would be successful; on the contrary, a mis-match would lead to financial difficulties and even exit the market.
Facing a highly competitive market environment, entering a market with appropriate marketing mix (4Ps) often is critical and 4Psand market positioning are highly influenced by the environmental factors. By highlighting the linkages among environment, STP and 4Ps, this research hopes to offer suggestions to foreign hairdressing chains either planning to enter or re-enter Shanghai or other markets in China.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0100932416 |
| Creators | 王嘉鋒 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0015 seconds