隨著全球經濟和社會結構的快速變化，尤其是在大流行病影響下，彩妝市場也經歷了前所未有的挑戰與變遷。本研究旨在探討疫情前後彩妝市場消費習慣的改變，以及這些變化背後的動因。通過文獻回顧和消費者訪談，我們發現疫情對彩妝市場的影響是多方面的，包括消費者行為的轉變、產品需求的改變以及市場趨勢的調整。疫情不僅改變了人們的生活方式，也重塑了他們對美的追求和表達方式。

疫情期間，隨著居家工作成為常態，人們對彩妝產品的需求出現了轉移，從追求外觀美化轉向注重皮膚健康和自然美。這促使彩妝品牌不得不重新思考產品線，更加注重產品的天然成分和保健功能。此外，線上銷售和社交媒體的興起為彩妝品牌提供了新的銷售渠道和市場推廣方式，這不僅改變了消費者的購物習慣，也促進了彩妝市場的快速發展。

隨著疫情逐漸平息，彩妝市場正在進行重大調整，以適應新常態下的消費者需求。品牌需要針對消費者的新需求進行創新和多元化，同時加強線上銷售和行銷活動，以保持市場競爭力。本研究的結果顯示，未來彩妝市場的成功將依賴於品牌能否靈活應對變化，並滿足消費者對健康、安全和多樣化產品的需求。

With rapid changes in the global economy and social structures, especially under the impact of the pandemic, the cosmetics market has experienced unprecedented challenges and transformations. This study aims to explore the changes in cosmetics consumption habits before and after the pandemic, as well as the driving forces behind these changes. Through literature review and consumer interviews, we found that the impact of the pandemic on the cosmetics market is multifaceted, including changes in consumer behavior, product demand, and market trends. The pandemic has not only changed people's lifestyles but also reshaped their pursuit and expression of beauty.

During the pandemic, as working from home became the norm, there was a shift in demand for cosmetics products from focusing on appearance beautification to emphasizing skin health and natural beauty. This forced cosmetics brands to rethink their product lines, focusing more on natural ingredients and health benefits. Additionally, the rise of online sales and social media has provided new sales channels and marketing methods for cosmetics brands, changing consumer shopping habits and promoting rapid development in the cosmetics market.

As the pandemic gradually subsides, the cosmetics market is undergoing significant adjustments to accommodate the new consumer demands in the new normal. Brands need to innovate and diversify based on new consumer needs, while strengthening online sales and marketing activities to maintain market competitiveness. The results of this study indicate that the future success of the cosmetics market will depend on brands' ability to adapt flexibly to changes and meet consumers' demands for health, safety, and diversity.

謝辭 ii
摘要 iii
Abstract iv
目 錄 v
圖表目錄 vii
第一章 導論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究方法 2
第二章 文獻回顧 3
第一節 彩妝市場趨勢 3
第二節 消費者心理與行為變化 3
第三節 大流行後的趨勢和預測 4
第三章 彩妝市場消費習慣前後對比 5
第一節 疫情前的彩妝市場消費習慣 5
第二節 疫情後的彩妝市場消費習慣 5
第四章 影響疫情前後彩妝市場消費習慣改變的因素 7
第一節 疫情對經濟的影響 7
第二節 健康與安全考量 8
第三節 彩妝市場消費習慣前後對比 8
第四節 社交活動的變化 8
第五章 消費者意見與訪談結果分析 9
第一節 消費者對疫情前後彩妝市場的看法 10
第二節 消費者對產品需求的改變 11
第三節 消費者選擇品牌和產品的考量 11
第四節 消費者對未來市場的預期 12
第六章 彩妝品牌應對策略 13
第一節 產品創新與多元化 14
第二節 線上銷售策略 14
第三節 行銷活動與促銷 15
第四節 品牌形象的重新定位 15
第七章 結論與建議 15
一、 研究結論 16
二、 對彩妝市場相關業者的建議 17
三、 研究限制與未來展望 17
參考文獻 19
附錄 21

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