A Study of Experiential Value in Skin Care and Beauty Service-The Comparison between Chain Stores and Personal Studio.

• Main Authors: Wen-Chun Yan, 嚴文俊
• Other Authors: Yueh-Hua Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/6z4hfr

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 101 === The skin care and beauty service industry in Taiwan continues to transform along side modern economic advancement and changes in modes of consumption. The distinctive trait of professional skin care and beauty service is an industry stressing one-on-one personal boutique service, embodying the characteristics of the “beauty economy”, by combining the exquisite, rich experience of all the six senses, including the eye (vision), ear (hearing), nose (smell), tongue (taste), body (touch), and cognition (perception)‚ it ushers the consumer into a brand-new commodity consumption pattern. However, it warrants further research and investigation in how the skin care and beauty sercive industry in Taiwan can take full advantage of its service features, to explore new business opportunities in “Experience” and to develop new strategies in unlocking the door for future economic growth of the enterprise. Currently there exists very few economic research articles which evaluate the skin care and beauty sercive industry in Taiwan comprehensibly, in particular using the experiential marketing modules as a study variable. The scope of this project is to study two distinct models of management, “chain store” model and “personal studio” model, with intended focus to explore fully the interactions among “experiential marketing modules”, “experiential value” and “customer loyalty”. We anticipate the subsequent data analysis and our study conclusions will be able to provide the skin care and beauty service industry in Taiwan new reference for marketing strategies and operational directions.