“按摩 + 养发”一体式头疗服务的 市场机遇洞察——基于问卷调查分析

Market Opportunity Insight of Integrated Head-Therapy Service of “Massage + Hair Care”—Based on Questionnaire Survey Analysis

摘要: 本研究聚焦线下“按摩 + 养发”一体式头疗服务，针对服务同质化、信任缺失、标准化程度低等核心痛点，运用描述性统计分析、熵权法、主成分分析、二元Logistic回归、有序Logistic回归，探究该业态消费者信任构建的关键影响因素与市场发展机遇。结果显示：头疗消费者主力为居住在一、二线城市的18~35岁女性学生和白领；头疗消费呈现“实用功能 + 情感疗愈”双轮驱动的特征；用户信任缺失源于行业服务乱象、产品信息不透明等方面；其对头疗服务的需求偏好集中于专业化与多样化。基于此，本研究参考ISMAS模型，从兴趣–搜索–口碑–行动–分享营销流程提出建议，助力头疗机构优化服务体系、构建消费者信任，实现转型升级。

Abstract: This study focuses on the integrated head-therapy service combining “massage and hair care” in offline settings. Addressing core pain points such as service homogeneity, lack of trust, and low standardization, the study employs descriptive statistical analysis, the entropy weight method, principal component analysis, binary Logistic regression, and ordered Logistic regression to investigate the key factors influencing consumer trust building and market development opportunities in this business format. The results show that the main consumers of head therapy are female students and white-collar workers aged 18~35 living in first- and second-tier cities; head therapy consumption is characterized by a dual-driver model of “utilitarian function + emotional healing”; consumer distrust stems from industry service irregularities and opaque product information; and consumers’ demand preferences for head therapy services are concentrated on professionalization and diversification. Based on these findings, and drawing on the ISMAS model, this study proposes recommendations along the interest-search-word-of-mouth-action-share marketing process, aiming to help head therapy providers optimize their service systems, build consumer trust, and achieve transformation and upgrading.