피부미용업의 경쟁전략이 경영성과에 미치는 영향

A Study on Effects of Competitive Strategy on Management Performances in Skin Care Industry

With economic development and environmental changes, skin care industry has developed into labor-intensive industry which provides services for a healthy and beautiful body. In fact, this industry has great job creation effects and played a role in developing new tourist products such as the Hallyu ('the Korean Wave': the popularity of Korean pop culture)-related tour packages, promoting natural economy by exporting service contents and boosting creative economy. Under these circumstances in which the necessity of new management strategy and importance of competitiveness emerge, competitive strategy has become very important. As a basic study for theoretical background, this study conducted empirical analysis through a questionnaire survey in order to examine management performances by competitive strategy and necessities, roles and use of competitive advantage. Based on analysis on marketing strategy in addition to cost leadership strategy, focus strategy and differentiation strategy, the competitive strategy and management performance of a skin care salon were investigated. Because it was proven that they were helpful in establishing competitive advantage, this study is meaningful in that it came up with suggestions which are applicable in practice with great efficiency.