西元1990年左右開始，台灣經濟起飛，時代不僅造就了大型沙龍業龍頭曼都髮型與小林髮廊，也使得這兩大沙龍業者紛紛拓展海外市場及改變原先的租賃行為轉而購置不動產的策略。許多沙龍業者也順著這股潮流，加上人口都市的蓬勃發展，迅速地將美髮產業擴散到台灣的各個角落，造就了時尚產業的興起。然而現今的台灣，在大城市中幾乎飽和了的美髮業，在眾多競爭對手之中，該如何從有限的資訊中，分析判斷對手的經營策略，祭出理想的策略作因應，進而得以在這個弱肉強食的社會中生存，實為店家應當發展策略的目標。沙龍業者不只是各自獨立地在國內外市場與房地產事業發展，也對於營業額有非常重要的訂價策略攻防，大則像是週年慶、農曆春節、母親節等重要節慶的訂價策略，小則甚至是平日或淡季的營業促銷活動，日積月累起來都會大大地影響到美髮店家的整體營收狀況。
　　本文研究的重點是以賽局理論之分析角度，透過新店家及在地店家之觀點，在各種不同的訊息分布條件下，找到最適的經營策略。經本研究發現，雖然出招之先後順序與市場資訊相當重要，但是相較於這些可以用賽局分析的方式而言，如果在市場成本與市場需求無法明顯判斷時，對於新加入市場之店家而言，真正決勝負的關鍵在於是否有能力在加入市場後有表現普遍不差之機會，將會使得欲進入市場之店家預期在加入後有不錯之經營收益，從而可以選擇加入市場，反觀，在地店家如果在新加入店家選擇加入後有收益增加之可能，則可以樂觀接受對手加入市場，否則，應該以有效的策略選擇做出反應對策。

　　The economic growth of Taiwan has been booming since 1990, which brings up the two leading hair salon brands, Mentor Hair Stylist as well as Showlin Salon, making them begin to enter foreign markets and alter their strategy on the real estates from renting to purchase. Many salons jumped on this bandwagon. With the prosperity of popularity and urban development, salon owners expanded their business rapidly from city to city, leading to the rise of Taiwan's fashion industry. However, hair salon industry in Taiwan almost reaches saturation. The goal of each owner’s development strategy shall change to “how to analyze competitors’ business strategy from limited information and to come up with countermeasures to survive in the hair salon jungle.” Salon owners shall put emphasis on not only the development of domestic, foreign markets, and real estate investment, but also pricing strategy from important holiday sales such as anniversary sales, Chinese Lunar New Year sales, mother's day sales to regular day and slack season promotion. Little by little, these will have a great impact on the income of the hair salon owners.
　　The study applies game theory to analyze the business performance of newly-open stores and existing stores and to find out a better business strategy under different circumstances. Although market information acquisition and marketing campaign sequence are of importance, comparing to those game theory analysis method, this study found that the key point for new comers is their performance to be over an average basis if cost and demand could not easily recognize, which provides the owners, who intend to open new stores, an expectation on a good operating performance and an incentive to join the market. On the other hand, if the existing stores reckon the possibility of income increase after the new comers join the market, they will accept the opponent to share the market happily; otherwise, they should come up with an effective countermeasure.

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