隨著人們生活水準的日益提高，以及對生活品質的愈發重視，美容業逐漸走進了人們的視線，成為大家關註的焦點和話題。上個世紀七八十年代是新加坡美容服務業開始起步時期。在隨著人們生活水準及對生活品質需求的日益提高，美容業越來越受到人們的重視。經過幾十年的發展，新加坡美容服務業從潤膚、補水、美白等簡單的皮膚保養開始，現在已經發展到集美容、美髮、浴足、保健、美容產品研發、甚至是醫療美容於一體的一個龐大產業鏈。
本研究主要採用個案研究方法，通過探討當前美容行業的現狀，以研究PW美容公司服務企業發展的環境、行業競爭態勢，對企業的自身定位、品牌建設、員工培訓、營銷策略及未來企業的戰略發展進行研究與思考。歸納出研究結論如下：
1、在新加坡，美容行業越來越受到的重視，年輕群體和中年群體是對美容需求性最強的群體，現代女性在商業或者休閑過程中越來越傾向於到一些中高雅的消費場所。
2、PW公司作為集美容、諮詢為一體的專業美容、護理的企業，主要針對中高端市場，服務於30至60歲人群，幫助受到來自家庭和事業的壓力的女性，希望通過身體按摩和臉部保養來放鬆其身體和心靈。
3、PW公司未來可以通過實施市場滲透；開發高端產品，挖掘中低端產品的潛力；同業間進行策略聯盟；開展範疇經濟及規模經濟；與酒店、度假村等形成異業聯盟；多維經營企業等策略發展成為東南亞最好的美容養生服務公司。
關鍵字:美容產業、個案研究法、範疇經濟、異業聯盟

With the increasing living standards of people and the emphasis on the quality of life, the beauty industry has gradually entered the people's attention and has become the focus and topic of everyone's attention. The 70s and 80s of the last century was the beginning of the Singapore beauty service industry. With the increasing living standards and the demand for quality of life, the beauty industry has received more and more attention. After decades of development, Singapore's beauty service industry has started from simple skin care such as moisturizing, hydrating and whitening. Now it has developed into a combination of beauty, hairdressing, bathing, health care, beauty product development and even medical beauty. A huge industrial chain.
This study mainly uses case study methods to explore the current situation of the beauty industry, to study the environment and industry competition of PW beauty company service enterprise development, the company's own positioning, brand building, employee training, marketing strategy and future corporate strategy. Develop research and thinking. The conclusions of the study are summarized as follows:
1. In Singapore, the beauty industry is receiving more and more attention. Young and middle-aged groups are the most demanding groups for beauty. Modern women are increasingly inclined to some elegant consumption places in the business or leisure process.
2. As a professional beauty and nursing company integrating beauty and consultation, PW is mainly aimed at the middle and high-end market, serving people aged 30 to 55, helping women who are under pressure from family and career, and hopes to pass body massage and face. Department maintenance to relax your body and mind.
3. PW companies can implement market penetration in the future; develop high-end products, tap the potential of low-end and mid-range products; conduct strategic alliances among peers; develop regional economy and economies of scale; form alliances with hotels and resorts; The strategy has developed into the best beauty and beauty service company in Southeast Asia.
Keyword: Beauty industry, case study method, category economy, cross-industry alliance

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