美容業在疫情下的價值展現：方法目的鏈的應用

Demonstration of value in the beauty industry in the pandemic: An application of the means-end chain theory

目前許多人越來越重視美容需求，導致店家有不斷增加的趨勢，甚至建立連鎖加盟體系；加上美容服務項目眾多，需多消費者到美容店保養已經成為一種習慣。但這近兩年因為疫情影響，人與人的接觸減少了，連帶許多業者都受到牽連。面臨這樣的困境，本研究希望以個案研究法探討美容業的價值，瞭解現在美容業所遇到的困難，以及獲得可能的結果，進而能產生其附加價值。最終希望能讓消費者看見美容業在後疫情時代的創新與改變。

Because many people pay more and more attention to beauty demand, resulting in an increase in stores, and even the establishment of a chain franchise system, coupled with the large number of beauty service projects, consumers to beauty stores have become a habit, but in the past two years, because of the impact of the epidemic, because it is necessary to reduce people-to-people contact, many operators have been implicated. This study explores the value of the beauty industry by case study method, understands the difficulties encountered by the beauty industry now, or the value obtained, and hopes to let consumers see the innovation and change of the beauty industry in the post-epidemic era.