다이아몬드 모델을 활용한 뷰티 서비스 산업 경쟁력 분석

A Competitiveness Analysis of the Beauty Service Industry in Korea, USA, Japan, Germany, UK and China

Purpose The purpose of this study is to compare the competitiveness of the beauty service industry among six major countries (Korea, USA, Japan, Germany, UK and China), in order to suggest the strategic growth direction of the Korea beauty service industry and the implications for entering the overseas markets. Design/Methodology/Approach This study analyzes the competitiveness of the beauty service industry in the aforementioned six countries using Michael Porter’s Diamond Model. In addition, the statistical data and the survey results from World Economic Forum (WEF), International Institute for Management Development (IMD), Industrial Statistics Analysis System (ISTANS) and Euromonitor are used to measure the competitiveness. Findings The major results show each of the six countries’ competitiveness characteristics in the beauty service industry. The USA has subdivided the qualifications system and implemented a qualification renewal system for voluntary education of experts. The UK offers different customer-focused services. Germany is improving its expertise based on labor-management culture. China is taking the lead in digitalization, and Japan is trying to enter overseas markets. In Korea, there is a weak qualification system and an imbalance in manpower supply. In order to overcome these weakness, it is urgent to prepare a strategic plan to apply the information and communication technology to the beauty service industry in Korea. Research Implications There have been few previous studies on the beauty service industry, even though the international interests of K-beauty and the growth potential for the beauty service are increasing. There is a need to enforce strategically the factor conditions in the Korea beauty service industry, which is currently labor-intensive. In addition, there is a need to create new business models for smart beauty service, recognizing the importance of digitalization of the service industry.