미용산업의 프랜차이즈 현황과 공동브랜드 인식에 대한 연구

다국어 초록 (Multilingual Abstract)

Recently, small business owners of beauty salon are faced with the great flow of transition to franchise beauty salon which is directly connected with the survival of business and seriously consider management performance of these changes.
Some of beauty industry researches such as job or customer satisfaction are actively discussed and studied, however, it is are not properly conducted in terms of management performance and strategy of franchise business model on beauty industries.
This study is intended to provide the fundamental research foundations from the results of this study to the successful management performance of co-branded beauty businesses. It is an attempt to identify factors determining the success of co-branded beauty industry and understand the strategy for reinforcement of capabilities and competitiveness in the market maintaining cooperative partnership with small business owners of beauty related industries.
In this study, questionnaire survey is carried out to accomplish the purpose of this study and collect small business owners’ opinion about co-branding. Questionnaire survey objects were beauty industry workers in Ulsan, Korea. a total of 300 copies of questionnaires were distributed, 243 copies were collected and 212 valid copies were used for the analysis. also for the statistical analysis method, SPSS 18 program was used.
The findings of this study were as follows:
First, the result of competitiveness analysis of franchise beauty salons founded that highly influential factors are 'style, hairstyling skills, and staff service' as well as brand recognition. In addition, the result of survey showed that the greatest advantage of franchise beauty salons are 'brand recognition,' 'training program and hairstyling skills,' and 'customer services' besides. Non-franchised salons, on the other hand, has the biggest merit in 'training program and hairstyling skills.'
Second, the analyzed result of owners' characteristics showed that franchised beauty salons' owners have higher ownership than non-franchised ones. In other words, they not put a lot of effort into management but also have desire of accomplishment and recognition. There are also differences between franchised and non-franchised, that is owners' qualities. The result of survey showed franchised owners are deeply aware of qualities of management.
Thirdly, this study founded the necessity of co-branding strategy between small beauty related business owners. there is different views between owners and employed hair stylists. The reasons why they should try to make co-branded beauty salons are to ensure cost competitive through group purchase of any equipment and facilities from business owners' point of view, but, to cope actively with the changing the consumers' preference and the latest skills and trends from hair stylists' view point.
Lastly, this study founded that small beauty related business owners have intent to participate co-branded beauty salons as well. At this point, the type of participation preference is not existing beauty salon brands, but newly organizing co-branded one. It is because non-franchised owners have negative cognitions about existing franchised brand images.
In conclusion, it is desired that co-branding strategy between small beauty related businesses is oriented towards cooperative system. It is also concurrently needed to develop a marketing strategy strengthening relations with local residents after building up a positive brand image of co-branded beauty salon as a cooperative association. Futhermore, it is needed the multi-pronged efforts maximizing the effect of co-branded franchise.

국문 초록 (Abstract)

본 연구는 프랜차이즈 미용업의 현황 분석 및 미용 산업 프랜차이즈 전략 등에 대한 문헌 연구를 기반으로 미용 산업의 공동브랜드화에 대한 영세 미용업체들의 의견을 수렴하는 한편 공동브랜드화를 위한 중요 요인 파악을 통해 헤어미용 관련 영세업체 간 협력적 동반자 관계를 유지하면서 자체 역량 강화 및 시장 경쟁력을 강화할 수 있는 방안을 수립, 공동브랜드 헤어미용업 점포의 성곡적인 경영성과를 달성하는데 필요한 기초자료를 제공하는 그 목적이 있다. 영세 미용업체의 공동브랜드화를 통해 브랜드 미이지를 구축하고, 지역적으로는 협동조합에 가입한 각 미용업체들이 지역민들과 다시 이용조합을 구성하게 함으로써 지역민과의 유대를 강화하는 마케팅 전략이 필요할 것이다. 그리고 각 미용업체들은 협동조합을 통해 미용에 필요한 원자재 및 교육, 기술, 정보 공유 등을 활용함으로써 프랜차이즈의 효과를 활용 할 수 있는 전략이 필요하다.