愛美是人們的天性，亮麗的外表讓人更有自信，古代女性會用胭脂口紅來讓自己的氣色更好，看起來更有朝氣，隨著歲月增長，皮膚的膠原蛋白逐漸流失，因此臉部肌膚就會鬆垮開始出現皺紋，美容護膚沙龍服務不僅幫助找回好的臉部肌膚，更讓顧客看起來更有精神也更有自信。隨著女性經濟自主能力逐漸上升，女性開始注重自己了容貌，也讓許多跟美有關的產業逐漸崛起，從早期的美容SPA服務，到近期的醫美微整形服務，充分顯示女性對身體自主意識抬頭也更在意自己的外在容貌，隨著美容護膚沙龍服務的普及，各種形式的服務提供者紛紛進入市場，從早期的個人工作室經營模式慢慢走向美容連鎖店鋪的方式經營，有些則是從個別的美容居家服務逐漸整合成美髮、美甲、美睫與護膚全方位複合式工作室經營，然而除了經營型態的轉變外，如何擺脫低價競爭而能夠成功吸引消費者目光，美容護膚產品的產品品質與美容師的專業素養都會影響到消費者的選擇，也是美容護膚SPA服務提供者是否能屹立不搖的關鍵因素。故本研究透過美容行業任教老師及美容師資深經驗者訪談當作基礎與文獻回顧將美容護膚服務流程分為諮詢流程、前置流程、操作流程與追蹤流程等四大評估流程，並進行美容居家服務、美容個人工作室、美容複合工作室以及美容連鎖店等四大服務系統之服務競爭力分析，進一步分析服務流程間相互影響關係，進而找出服務流程改善策略與流程改善路徑。希望透過本研究能夠讓美容消費者與美容護膚提供者能夠瞭解不同經營型態的美容護膚流程的競爭力表現狀態，並透過網路關聯分析圖(Network relation map,NRM)來了解各個要素構面和準則間的相互影響關係。希望透過本研究能夠幫助美容護膚服務提供者思索目前服務經營型態以及瞭解不同經營型態之競爭力表現狀態，進而思考如何改善服務流程來高服務品質，並透過服務型態轉型來強化其競爭力以達永續經營的目標。

Love beauty is people’s nature. Brilliant appearance let people have more self-confidence. Ancient time women use rouge and lip stick to make better look of themselves. To follow ages getting older, skin collagen gradually lost, too. Therefore face skin will loosen and start to appear wrinkle. Beauty skin care salon service not only helps oneself find back face skin, but also keeps customer to look more energetic and more self-confidence. In pace with rising of women’s self-economic ability little by little, women begin to pay attention to their own face that produces many industries rising in relation to beauty. From earlier beauty SPA service to recent medical micro-shaping service totally shows women’s self-consciousness rising and more care about their own external appearance and body. With popularity of beauty skin care salon service, each type service suppliers join in the market one after another. From former personal studio running model to management of beauty chains store slowly and slowly. Some are from personal home service integrate to hair beauty、nail art、beauty eyelashes and skin care as all-round compound studio management, however, except change of operating type, how to get rid of low price competition to successfully attract consumer’s attention, and quality of skin care production、professional literacy of the beautician both shall influence choice of consumer and are key factors of whether the beauty skin SPA service provider can stand still or not. So, this research pass through teachers of beauty skin care industry and experienced seniors’ visit as a base and, literature review will be divided beauty skin care service process into four processes: consultation process、preposition process、operating process and tracking process and, carry on service competitiveness of four service system including beauty home service、beauty personal studio、beauty compound studio and beauty chain stores. Further, it is to analyze mutual influence relation between service process, and then find out path of strategy and process improvement of service process. It is expected to enable beauty consumer and beauty skin care provider understand competitiveness performance status of beauty skin care under different running type through this study, and also understand mutual influence relation between each important element facet and guideline by Network Relation May(Network relation map,NRM). We hope this research can assist beauty skin care service providers to think current service running type and know performance status of different running type, and then consider how to improve service process to upgrade service quality, furthermore, strengthen their competitiveness through service type transformation to reach perpetual running target.

學位考試委員會審定書 I
謝誌 II
摘要 III
Abstract IV
目錄 VI
表目錄 VIIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻回顧 8
第一節 美容服務系統發展概況 8
第二節 評估美容服務系統之四大構面 13
第三章 研究方法 20
第一節信效度分析 22
第二節美容服務系統競爭力分析 23
第四章 實證分析 36
第一節 美容服務系統之競爭力 36
第二節 需求動機群組建構(主成份分析) 41
第三節 層級網路分析(ANP)模式 43
第四節 方案偏好選擇分析—VIKOR模式 46
第五節 研究結果與討論 50
第五章 結論與建議 53
第一節 結論與建議 53
第二節 研究限制與未來發展方向 56
參考文獻 57
附錄美容服務系統發展策略問卷 64

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