專業髮品市場沙龍業者購買決策歷程之研究

Abstract

隨著台灣專業美髮產業的蓬勃發展，專業髮品市場逐漸展現出高度競爭與多元化的特性。過去專業髮品主要透過B2B 模式銷售予沙龍業者，但近年來B2C 市場逐漸擴張，品牌經營策略亦產生顯著變化。在產品選擇上，沙龍業者不僅追求產品品質與技術支援，更日益重視品牌形象、資源支援與市場趨勢的配合度。面對產品同質性高、市場資訊爆炸與消費行為快速轉變等挑戰，髮品供應商需重新思考其行銷策略與沙龍關係的經營模式。本研究採用質性研究法，透過深度訪談三位具代表性的台灣沙龍業者，分別來自大型連鎖、中型區域型連鎖及個人工作室，以探討其在選擇與採購專業髮品過程中的決策邏輯與考量因素。研究結果發現，不同規模業者在產品需求、資訊來源、品牌選擇與合作關係建構上皆呈現差異化趨勢。除了產品本身的效果與穩定性外，供應商提供的教育訓練、行銷資源與品牌支持亦對業者採購決策產生關鍵影響。

本研究進一步整理出沙龍業者的購買決策歷程與重視因素，並提出供應商在產品創新、客戶關係管理與B2B2C 整合行銷等方面的實務建議。最後，針對研究限制與未來研究方向亦提出建議，期望本研究可為專業髮品市場的行銷實務及學術研究提供具體參考。Taiwan’s professional hairdressing industry has grown increasingly competitive, with the haircare market diversifying. Traditionally, professional haircare products were distributed via B2B channels to salon operators, but the expanding B2C market has reshaped brand strategies. Salon operators now prioritize product quality, technical support, brand image, resources, and market trends. Facing product homogeneity, information overload, and shifting consumer behavior, suppliers must refine marketing and client relationships.This qualitative study interviews three Taiwan salon operators—a large chain, a mid-sized regional chain, and an independent studio—to explore their purchasing decisions. Findings show distinct product demands, information sources, brand preferences, and partnership expectations based on salon size. Operators value product efficacy, consistency, and supplier support, including training, marketing, and brand reputation.

This research outlines the decision-making process, identifies key factors, and offers recommendations for suppliers on product innovation, relationship management, and B2B2C marketing. It also notes limitations and suggests future research to enhance professional haircare marketing and academic literature.