| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 102 === The purpose of this study was to analyze the innovative model of management in the beauty and SPA industry by using the Natural Beauty Company as the example. Based on the literature review, this study described how the management model of beauty industry progressed from traditional management to innovative service. Collecting and analyzing the data by interviewing with beauty expert for understanding the life style of consumer and their views and expectations on beauty industry, the related factors between the beauty SPA industry and leisure and cultural industry were summarized in this paper for the SPA operator as the reference. This study found that 50% of consumers were influenced by the word of mouth activity and the remaining by the online marketing. As most consumers like to release stress by the treatment of SPA, the innovative management model of beauty can provide the service of SPA by using professional instruments, professional ability, brand image, price, service attitude and quality. Combing with the marketing strategy, the beauty SPA industry was promoted in the leisure and cultural industries and the value of social position. Finally, the research concluded the relationship between beauty SPA and leisure and cultural industries.
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