本研究旨在探討台灣微型美業企業擴張成功的關鍵因素和實現永續經營的 策略。在全球創業風潮蓬勃發展的背景下，政府推動和鼓勵創業，以及低薪氛圍 的形成，使得微型創業成為未來市場經濟中的重要趨勢。然而，新創企業在競爭 激烈的市場中生存面臨著巨大挑戰，根據統計數字顯示，大多新創企業在短期間 面臨倒閉率高達 90%。因此，本研究以美業I公司為個案，進行深度訪談研究， 揭示其成功的經營策略。本究基於核心能力、核心競爭力、企業擴張、企業生命 週期、安索夫矩陣和企業永續經營等相關文獻，深入探討了這些概念與微型美業 企業的關聯性。本研究的結果不僅為實務界提供了在微型美業企業擴張和永續經營方面的 具體建議，同時為學術界開拓了新的思考框架。這將有助於加深對微型美業企業 擴張和永續經營的理解，並促進相關研究的進一步發展。透過本研究的結果，將 為微型美業企業的擴張和永續經營做出實質貢獻，同時填補現有研究中所缺乏的 相關資訊。 This study aims to explore the key factors for successful expansion and strategies for achieving sustainable business operations in micro beauty businesses in Taiwan. Against the backdrop of a thriving global entrepreneurial trend and government support for entrepreneurship, coupled with the formation of a low-wage atmosphere, micro- entrepreneurship has become an important trend in future market economies. However, startups face significant challenges to survive in a highly competitive market, with statistics showing a high failure rate of up to 90% within a short period of time. Therefore, this study focuses on Beauty Company I as a case study, conducting in-depth interviews to uncover its successful operational strategies. Based on relevant literature on core capabilities, core competencies, business expansion, business life cycle, Ansoff matrix, and sustainable business operations, this study delves into the relationship between these concepts and micro beauty businesses.The findings of this study not only provide practical recommendations for the expansion and sustainable operations of micro beauty businesses but also offer a new framework for academic exploration. This will contribute to a deeper understanding of the expansion and sustainable operations of micro beauty businesses and facilitate further development in related research. Through the results of this study, substantial contributions can be made to the expansion and sustainable operations of micro beauty businesses, filling the gap in existing research with relevant information.
