美容SPA館氛圍之設計策略

A Study on the Beauty SPA's Design Strategy

10.30001/JIES.201012.0002

邱淑萍(Shu-Ping Chiu)；朱維政(Wei-Cheng Chu)；莊立文(Li-Wen Chuang)

五感設計 ； 體驗式行銷 ； 美容SPA ； 設計策略 ； five senses design ； experiential marketing ； beauty SPA ； design strategy

美容科技學刊

7卷4期（2010 / 12 / 01）

13 - 34

繁體中文

人類透過五感來建構對世界的認知，五感的刺激使顧客有美好的消費體驗，多元感官設計的重要性對企業或品牌而言已成趨勢。 現代人面臨生活經濟、工作競爭等多重壓力，休閒、紓壓、樂活，成了最時尚的名詞，繼而帶動五感產業的興起，體驗式行銷成了最夯的行銷模式，而美容SPA產業為體驗式行銷之五感產業中最具代表性產業之一，因應生活型態的轉變，美容SPA產業強調一種接近家的溫暖訴求，一個能釋放壓力讓人備受寵愛的秘密基地。 本研究以樹德科技大學“美容紓壓生活館”為研究個案，藉由專家訪談及消費者體驗後之問卷調查，分析個案之設計策略是否獲得消費者之認同，研究結果顯示，在空間佈置與設備美容師專業素養、產品價格與療程三個層面之平均數介於3.89~4.39之間，即介於滿意與非常滿意之間，獲消費者高度認同，其意義代表此個案在整體設計策略合宜，獲業者、設計師與消費者三方之認知契合，而此個案之設計策略對相關產業具依循參考價值。

People perceive the world through five senses. The stimulations of five senses bring customers wonderful consuming experience, and the importance of multi-sensory design has become a trend for enterprises or brands. Modern people face multiple pressures from life, economy and working competitions, etc. ”Leisure”, ”pressure relieving” and ”Lohas” become the most fashionable words, and thus promote the rise and development of five senses industry. With experiential marketing as the most popular marketing mode, beauty SPA industry becomes the most representative among the five senses industry of experiential marketing. In response to the changes in life style, SPA industry which emphasizes a warm, home-like appeal and a secret base where people can release pressures and feel like being greatly favored. The Case Study of Beauty and Pressure Relief Beauty House in SHU-TE University. Through expert interviews and questionnaire survey after consumers' experience, this study analyzed whether the design strategy of this case was accepted by consumers. Results showed that consumers' high-degree acceptance was achieved when the average was between 3.89 and 4.39 at three aspects named professional competency of spatial arrangement and furnishings beauticians, products price, as well as treatment. It meant that this case had appropriate overall design strategy and was simultaneously approved by practitioners, designers and consumers. The design strategy of this case could become a reference for relevant industries.

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