摘要
摘 要
随着外部竞争形势白热化，企业内部价值创造的持续增长点减少，寻求企业
经营效益最大化的关键在于对外部价值的探索和发现。在传统价值观下，顾客仅
是价值的使用者，其创造的价值仅限于交换价值。但在价值共创理论下顾客与企
业经营者的价值创造均等化，通过二者价值共创实现双赢成为新的理念。对于美
容行业而言，顾客具有一定粘度和持续性，优质而稳定的顾客不仅可以通过自身
消费促进企业效益增长，同时还可通过老推新等方式为企业营造源源不断的顾
客流，提高企业的行业知名度。因此，通过与顾客进行价值共创，适应顾客对美
容院产品的需求并以顾客培训的方式提高顾客与美容院的沟通互动水平，丰富
顾客相对于美容院的价值属性，能够在一定程度上提高美容院的营销水平，促进
利润增长。
文章在明确当前价值共创理论的研究发展情况下，针对日本 A 美容院顾客
培训体系在价值共创视角下的重构与设计进行研究，通过对日本 A 美容院原有
培训体系进行诊断分析，发现其存在顾客培训课程缺乏、顾客培训效果评估制度
不足、顾客培训管理制度缺漏等实际问题。基于价值共创的双向性与多元化等特
征，分析 A 美容院顾客培训需求体现在顾客的美容服务，以及组织的战略层面
及业务层面，结合价值共创理论，形成基于价值共创的 A 美容院培训体系设计
的总体思路与方案，建立 A 美容院顾客培训课程体系、培训师资体系、培训效
果评估制度及培训过程管理制度。最后，对该方案指导下的顾客培训体系实施提
出相应的对策，提出促进 A 美容院对不同类型顾客需求的及时响应策略。这将
在很大程度上修正了以往的培训方案中存在的顾客—企业价值共创水平有限的
问题，帮助 A美容院构建双向共赢的服务体系。
本研究所提出的基于价值共创的顾客培训体系，不仅有助提升 A 美容院的
顾客需求响应速度，并在此基础上构建双向共赢的服务体系。同时，也有助于类
似行业企业培训体系的建构，对其他服务业顾客培训体系的建立有一定的启示
作用。
关键词： 美容院；培训；价值共创；顾客价值
I

华侨大学硕士学位论文
Abstract
With the increasingly fierce external competition, the continuous growth point of
internal value creation is decreasing. Thus, exploring and discovering the external value
of an enterprise is the key to maximize its operating efficiency. Under the traditional
values, customers are only the beneficiaries of value, and their role is limited to value
exchange. However, the theory of value co-creation holds that the value that customers
and enterprises can create is the same, and the win-win situation can be achieved by
the way of value co-creation between these two parties. In the beauty industry,
customers have a certain degree of viscosity and sustainability, they can be the potential
source of an enterprise's success. For example, the group of high quality and stable
customers can not only promote the growth of the enterprise benefits through their
consumption but also bring a continuous flow of customers for the enterprise through
the way of " old customer introduce new customer", so as to improve the industry
reputation of the enterprise. Therefore, the marketing level and profit growth of beauty
salons can be improved by value co-creation with their customers, including to adapt
to the customers' demand for beauty salon products, to improve the communication and
interaction between customers and beauty salons by means of customer training, to
enrich the value attributes of customers relative to beauty salons.
Based on value co-creation theory, this paper aims to explore the reconstruction and
design of the customer training system of A beauty salon in Japan. Firstly, this study
found some practical problems such as the lack of customer training courses, the
imperfect regulations in customer training effect evaluation, and customer training
management through the diagnosis and analysis of its previous training system.
Furthermore, comprehensively considering the theoretical basis and the practical
problems, this paper puts forward the general idea and scheme of A beauty salon’s
training system design and then sets new systems like customer training curriculum
system, teacher system, training effect evaluation system, and training process
management system accordingly. Finally, this paper also provides some corresponding
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