「美容」是技術體驗的服務，在新型冠狀病毒COVID-19防疫措施管控期間（簡稱疫情），使美容產業消費需求與經營面臨巨大的改變。本研究目的旨在了解美容產業受疫情影響之消費需求改變與經營者之因應策略，並根據研究結果對經營者提出具體的建議。為了解疫情期間消費者美容需求情況，於111年3月23日至4月7日以網路問卷方式收集，有效問卷達92.13%。隨後以團體焦點訪談資深美容美體經營者瞭解其疫情影響及其因應策略；研究結果顯示：351位顧客到美容院主要消費需求調查，分別為臉與身體保養服務及抒壓放鬆，受疫情影響消費者在皮膚保養與身體舒緩雖需求增加，但擔心染疫少出門，到店消費與消費金額兩方面都是呈現下滑。4位經營者在團體訪談結果發現：疫情對美容店家的主要衝擊包括收入銳減、顧客變少與支出壓力持續增加，及對疫情無盡頭感慨等，主要因應策略與其人格相關。最後根據研究結果提出具體經營與行銷建議，包括：1.利用網路公域與私域管道持續與顧客保持良好的溝通與互動、2.拓展異業合作項目創造營收、3.經營者與人員持續進修學習、4.線上付款減少實體貨幣感染機會與增加便利性、5.增闢居家服務管道規劃、6.培養從業人員積極態度以面對疫情與經濟大環境的不確定感。

"Beauty" is a service production of technical experience. During the control period of the new coronavirus COVID-19 epidemic for prevented measures, the consumption demand and operation of the beauty industry are facing huge changes. The purpose of this research is to understand the changes of consumer demand in the beauty industry affected by the epidemic and the coping strategies of the operators, and provided some specific suggestions to the operators based on this research results. In order to collect consumer beauty needs during the epidemic period，we through online questionnaires from March 23 to April 7,2022, than took a group focus interview with senior beauty and body operators to understand what the impact of the epidemic and how their coping strategies. The research results showed that 351 subjects of their main consumption needs of customers in beauty salons were face and body care and stress relief services. Affected by the epidemic, consumers have increased demand for skin care and body relief, but they are worried about the epidemic and avoided going out. Therefore，both in-store consumption and consumption total amount have declined. The results of 4 operators in group interview what had found the most impact of the epidemic on beauty stores included: sharp dropped in income, fewer customers, pressure on spending, and endless emotions about the epidemic. We also found who operators mainly respond to strategies related to their personalities. Finally, according to the research results, we provided some specific management and marketing suggestions, including: 1. Use public domain and private domain internal channels to maintain positive communication and interaction with customers, 2. Expand cross-industry cooperation projects to create extra revenue, 3. Continuous training for Operator and employee, 4. Payment on line reduces the chance of infection by contact and increases convenience, 5. Increases the planning of home service channels, 6. Cultivates positive attitudes of employees to face the uncertainty of the epidemic and the economic environment.