A Study on the Development Strategy of the Taiwan Beauty SPA Industry

This study focuses on the future development strategy of Taiwan beauty SPA industry. The analysis is based on the PEST analysis of external environment, five forces analysis of internal industry, SWOT analysis of dealer K and in-depth interviews with senior executives of distributors. The results indicate that under the trend of the pursuit of health care, the products of the beauty industry are primarily healthy and environmentally friendly, naturally organic certificated, cosmetic beauty and natural non-toxic biotechnology products. In response to the advent of the era E, beauty SPA industry should make good use of digital platform marketing functions and establish beauty APP application software. At the same time, the beauty SPA industry can also use the e-commerce channel to carry out the business model of clicks and mortar to create greater economic benefits. The beauty SPA industry should integrate alliances with its peers to develop new customers and to innovate their revenue structure. Based on the results of this study, this research hopes to help the beauty SPA industry and individual companies to find the most suitable development strategies so as to enhance the competitiveness of the beauty SPA industry.