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The person in charge of this research case started her business in mid-2011. She started learning as a bride secretary and starting her business three months later. At the beginning of the business, she provided bridal secretary services, and continued to improve the technology. In 2012, she obtained a Class C certificate in beauty, and in 2015, she obtained a Class B certificate in beauty. She was promoted to a beauty instructor, and positioned her company as a boutique wedding dress service and wedding planning; however, Due to changes in the social environment, the demand for bridal secretarial services has gradually declined, while the demand for beauty care has increased. The company's positioning has gradually shifted from wedding planning to beauty-based content, and it is satisfied with a one stop shop integrated approach. Customers have complete needs in terms of beauty. At this time, in addition to office workers, the target customer group is gradually shifting to ladies. It can be seen that in the face of different environments, different business models need to be established. This study hopes to provide more suggestions for relevant operators through the research findings.
This study adopts the Six Forces analysis method to explore the current market situation of the beauty industry, and also uses the SWOT analysis method to study the advantages and disadvantages of the internal environment of the case and the opportunities and threats of the external environment. The business model analysis is also used to explore the business model of the case at each stage and its problem-solving methods.
The results of the study found that the business model setting and management strategies in the face of internal and external environments are as follows: (1) In addition to brides and office workers, the target customer groups include mature women, noble ladies and housewives; (2) The case sets the value proposition of its services as "providing customers with beautiful memories and aesthetic experiences" in each period; (3) The changes in the business model of the case in each period are mainly due to the continuous improvement and learning of the person in charge, so that the business gradually moves towards a one stop service model; (4) The case relied on word-of-mouth communication, Line and Facebook fan pages to communicate and contact in each period, but the most direct way of communication was the experience in physical stores; (5) The case chose to cooperate with beauty professionals in the same industry in each period , jointly provide the overall service quality, and gradually integrate into a one stop beauty service platform.
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