- 學位論文
探討美容產業經營者在疫情後之因應策略
Exploration on Response Strategies of the Beauty Industry Operators in the Post-epidemic Era
摘要
探討美容產業經營者在疫情後之因應策略 研究生 : 花川雅 指導教授 : 黃宜純博士 國立臺中科技大學美容系碩士班 摘要 「美容」是技術體驗的服務，是需與顧客長時間密切接觸的專業項目，COVID-19病毒的快速傳染讓感染病例和死亡人數持續攀升，防疫措施管控限制人們的日常行動，減少了非必要接觸與開銷，也使民眾生活和生計都面臨甚巨的疫情衝擊。本研究目的為針對美容產業了解其受疫情影響與相關因應策略，以突破外在環境因素所帶來的低出門率經濟危機，給予經營者具體的建議。 研究以網路問卷方式收集消費者美容需求資料分析，其結果作為資深美容經營者訪談之背景資訊參考；研究結果問卷量性分析與焦點訪談結果顯示: 顧客到美容院主要消費需求分別為臉與身體保養項目及紓壓放鬆，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。疫情對美容店家的主要衝擊包括；收入銳減、顧客變少及支出壓力持續增加，及疫情無盡頭等。其對應之經營策略透過質性訪談分析結果主要為: 1.開通線上渠道、拓展通路，增加網絡曝光與資訊露出多方觸及消費者2. 增加關懷問候與線上指導DIY居家保養護理並聚焦顧客需求做促銷活動3. 持續進修學習及拓展異業合作項目創造營收，讓經營策略與時俱進，並配合時代潮流，將門店危機化為轉型升級。 關鍵詞 : 美容產業、經營策略、異業合作、網路曝光
並列摘要
Exploration on Response Strategies of the Beauty Industry Operators in the Post-epidemic Era Student: Chuan-Ya Hua Advisors: Yi-Chun Huang Department of Beauty Master's Program National Taichung University of Science and Technology ABSTRACT "Beauty" is a technical experience service, a professional project that requires long-term close contact with customers, the rapid spread of the COVID-19 virus has continued to increase the number of infections and deaths, and the control of epidemic prevention measures restricts people's daily actions, reduces unnecessary contact, and expenses, and exposes people's lives and livelihoods to a huge impact of the epidemic. The purpose of this study is to understand the beauty industry's impact on the epidemic and related response strategies, so as to break through the economic crisis of low exit rate caused by external environmental factors, and to give specific suggestions to op-erators. The study collected data by interntt analysis of consumers' beauty needs in the form of questionnaires, and the results were used as a reference for the background information of interviews with senior beauty operators; The results of the question-naire quantitative analysis and focus interview results show that the main consumer demand of customers to beauty salons is face and body care projects and pressure re-lief, although consumer demand for skin care and body soothing has increased due to the impact of the epidemic, but they are worried about the epidemic and less going out, both in-store consumption and consumption have declined。The main impact of the epidemic on beauty stores includes : Revenues have plummeted, customers have fallen, spending pressures have continued to increase, and the pandemic has reached no end. The corresponding business strategy through qualitative interview analysis results are mainly: 1. Open online channels, expand channels, increase network exposure and in-formation exposure to reach consumers. 2. Increase caring greetings and online guid-ance diy home maintenance and care and focus on customer needs to do promotional activities. 3. Continuous further education and learning and expansion of cross-industry cooperation projects create revenue, so that business strategies keep pace with the times, and in line with the trend of the times, the store crisis into trans-formation and upgrading. Keywords : Beauty industry, Business strategy, Cross-industry cooperation, Network exposure