全球疫後經濟復甦，仍舊聚焦於科技發展，台灣不論銀行業、餐飲業、媒體等，都紛紛採用AI、即時決策平台以及IT營運上雲平台服務，並建構跨雲的架構。競爭環境的變化不斷產生威脅，適時協助企業組織創新，取得新商機，做出最佳的營運策略。科技發展日新月異，企業面臨全球化的競爭挑戰，如何長期取得競爭優勢，成為組織創新的重要課題。擴增實境(Augmented Reality;AR)融入商業模式創新，呈現出截然不同的體驗，企業品牌形象以創新、有趣的方式與消費者互動，進而聯結週邊商品販賣。企業經營根據內外部環境的變遷對商業模式進行創新。本研究觀察個案公司在外在環境中，快速找出創新策略，研究過程藉由關鍵成功因素探討。本研究主要探討個案公司，透過業者深入訪談；歸納出「組織創新」「商業模式創新」、以及「企業經營策略」。挑戰積極轉型並重新定位，以商業模式創新理論，研究個案公司在不同品牌行銷策略，表現出獨特的演變路徑和鮮明的特徵，創新提升公司的價值和競爭力，其成功經驗為美髮業提供了新思維模式。

The global post-pandemic economic recovery continues to focus on technological development, and in Taiwan, industries such as banking, catering, and media are adopting AI, real-time decision-making platforms, and IT cloud services, and constructing cross-cloud architectures. The changing competitive environment constantly presents threats, and timely assistance to help businesses innovate, obtain new business opportunities, and make the best operational strategies. As technological development continues to advance at an unprecedented pace, businesses face the challenge of global competition. How to achieve long-term competitive advantages has become an important issue in organizational innovation. Augmented Reality (AR) integrated into business model innovation presents a completely different experience, where enterprise brand images interact with consumers in innovative and interesting ways, thereby linking peripheral product sales. Business operations need to innovate their business models according to the changing internal and external environments. The main focus of this research is to investigate the case company and summarize the findings through in-depth interviews with industry experts. “organizational innovation”, “business model innovation”, and “corporate management strategy”. The challenge is to actively transform and reposition using business model innovation theory. Through the study of a case company's different brand marketing strategies, unique evolution paths and distinct features are shown, innovatively enhancing the company's value and competitiveness. Its successful experience provides a new mode of thinking for the hairdressing industry.