身心靈療癒工作室之商業模式與經營

Abstract

近年來，台灣社會受到講究工作效率、績效成長及產業競爭的工商文化影響，使得精神壓力所引發的身心症狀，如：緊張、焦慮和煩躁，已經危及現代人的身心健康（吳水丕、何敬之、應國卿，1998）。根據長久以來的研究結果顯示，壓力與身心疾病是存在著正向的關聯性（Miller & Thoresen, 2003; Rabkin & Strueing, 1976）。 現代人對於身心靈健康的要求，已經從身體的層次擴大到心靈的層次；身、心、靈的健康成了迫切的議題。因此，以身心靈療癒為主題的工作室逐日增加，讓一般大眾在信奉宗教之外，更多了讓身心靈得以得到慰藉以及提升的多元選擇。 本研究透過個案研究法與深度訪談法，尋找個案工作室經營成功關鍵因素，以了解其競爭優勢如何產生。 本研究探討要點如下： 1.台灣身心靈療癒工作室的經營模式與現今社會發展之間的關聯性； 2.解析各工作室的經營狀況、風格、品牌特色與差異； 3.歸納各工作室的成功與失敗因素； 4.藉由本研究了解哪些關鍵成功因素，可以讓企業的經濟效益達到經營目標的理想; 5.提供現有或後續創業者經營模式，並透過差異化建立競爭優勢的參考，增加同類型個人工作室的創業成功率。 本研究獲致以下幾點結論：（一）個案工作室的經營成功關鍵因素包括了產品定位及目標市場兩大類，而定位在身心靈療癒工作室發展過程比目標市場重要。（二）在產品(工作室)定位面，初期和中後期的經營方針不同，需針對不同的階段做出不同的調整和定位。（三）就不同的階段給予後進經營建議。

In recent years, influenced by industry competition, Tai-wanese society strives for working efficiently, stressed on practical results and business growing. Living under high pressure, have jeopardized the health of people, causing mental and physical symptoms, such as: stress, anxiety and irritability (Wu, Ho, In, 1998). According to the research results, stress, physical and mental illnesses are directly associated (Miller & Thoresen, 2003; Rabkin & Strueing, 1976). People’s requirement for Body-Mind-Spirit well-being had expanded from simply body health, to mind and heart. Therefore, the numbers of Body-Mind-Spirit studios are growing day-by-day in the market, and benefit people to have more choices to comfort their Body-Mind-Spirit apart from the traditional religions. The study searches following points through Case Study and In-deep Interview, to seek studios Critical Success Factors, and advantages in competition. Discussion points of the study: 1.The association between Body-Mind-Spirit studio busi-ness model and social development in Taiwan ; 2.To analyze business condition, style, characteristics and differences of each studio; 3.To summarize successes and failures factors of each studio; 4. According to the content of questionnaire to analyze and to generalize the key success factors of studio; 5.To present the result of analysis and to give some sug-gestions. In conclusion, we get main points as following: 1.The key success factors in management of studios are product fragmentation and target market. Actually, in Body-Mind-Spirit field, developing process is more im-portant than target market. 2.In product (studio) positioning aspect, early and late stages should present different operating principles. To make adjustments and positioning for different stages is necessary. 3.To give management advice based on different stages.

Key word: Body Mind Spirit Studio, Business Model, Operation