| Summary: | 碩士 === 康寧大學 === 休閒管理研究所 === 106 === With the increase in the income and quality of life of Taiwanese people, the demand for leisure life has also increased substantially. Taiwan's leisure industry market is estimated to have more than 200 billion yuan in business opportunities in one year. Beauty and Body Industry is an important part of the leisure industry. It has long been recognized as one of the fastest growing industries in the world. The scale of operation of domestic professional beauty and body, nearly 90% of which are micro-enterprises of less than 5, these micro-enterprises can still occupy a place in the current fiercely competitive market, there must be a set of business models suitable for the market, it is worth in-depth study.In this study, the case study method was used to further explore the beauty and leisure industry. Based on the analysis of the “business model chart” proposed by Alexander Osterwalder and Yves Pigneur, multiple case studies were used to explore beauty and beauty micro enterprises in the beauty and leisure industry. Through literature analysis, the depth The interviews explored the business model of its operations and management. The specific actions of the three case companies' practices were analyzed, collated, and summarized through the experience of the researchers and the long-term market observation results. They were then summarized in the business of beauty and body mini-companies in the beauty and leisure industry. The model uses the value innovation concept and four action frameworks of Blue Ocean Strategy to integrate into the business model map, create a blue ocean strategic business model for innovation, put forward the conclusions and recommendations of this study, as an overall business plan in the beauty and leisure industry, and government agencies Policies, Entrepreneurial Entrepreneurial Preparations.The findings of the current business model for beauty, body, and micro-enterprises are summarised as follows:the customers are like friends, family care, talk and interaction, and establish a close relationship with friends；with professional and unique hand skills and service quality, access to customer loyalty；good quality skin care products have relatively good curative effect and win the trust of customers；minimize all costs and reduce the pressure caused by costs；set a reasonable price, with different marketing strategies to attract consumers.
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