過去在台灣，視障者擁有法規保障的按摩工作權-非視障者不得從事按摩工作，但自2011年10月31日開始，政府為保障人民平等就業權，只有視障者可從事按摩工作的專屬權正式消失，視障按摩者必須面對更多市場競爭與挑戰。因此，本研究以「具競爭力的經營策略」代替政策保護思維，選擇已成立23年，位於彰化市的啟明經穴保健養生館進行服務創新的個案研究，透過消費觀察、互動訊息、深度訪談和報導文獻等資料，解析其在服務創新的作為，並據以建構啟明的「利基性策略」與「差異化策略」，供身障者或相關組織進行企業化經營參考。

Visually impaired persons in Taiwan had the right as massage worker guaranteed by law in the past. Non-visually impaired persons were not allowed to engage in massage work, even illegal. However, in order to protect citizen’s equal employment rights, on October 31, 2011 the government officially canceled the exclusive right of visually impaired persons to engage in massage work. The visually impaired massagist have had to face more market competitions and challenges ever since. Therefore, this study substituted “market equality” for “policy protection” in massage service industry to discuss visually impaired business competitive advantages. We selected Chi-Min Massage Store with 23 years of massage history as a service innovation case. Through consumer observation, interactive information, in-depth-interviewing and business materials, we analyzed Chi-Min’s business competitive strategy. We found that Chi-Min created her “niche strategy” and “differentiation strategy” for consumer had a chance to enjoy professional services, such kind services were more special attraction than other massage stores. We would like introduce Chi-Min’s service innovation strategies as a reference for disabled or similar organizations to conduct enterprise management strategies.