「中美珍」一家坐落於台北雙連市場的熟食肉脯店，自第一代林老先生創店以來，飄香已七十餘年。二代接班人-吉昌叔，在堅持傳承上一代風味的同時，導入當時少見的真空包裝模式，提升了商品的品質與保存時間。而三代接班人-阿信的加入，父子二人一起探討研發新產品，奠定了中美珍獨樹一格的風味。
然而，2020年爆發的新冠肺炎，讓許多的餐飲業者面臨倒閉的危機，中美珍也發現不能再拘泥於傳統現場銷售的模式。阿信開始認真經營，原因一時有趣而設立的粉絲社團，並透過與顧客的互動了解顧客需求，並著手調整產品與營運模式，他們發現疫情期間，中美珍營業時間雖然減少，但實際營收並未大幅下降。也讓吉昌叔與阿信開始思索之後的營運走向和可能性。
本個案研究透過COVID-19對市場的影響，中美珍及時應對、修改經營模式，維持營運部分探討危機管理。並開始擴展更年輕客群，導入電子支付、建立社群，增加網路行銷擴展業務部份探討傳統品牌如何應用服務模式創新找出適合當代的消費者，創造出新的商業模式。並於中美珍在人力限制下，該如何透過”虛實整合”融合各通路的優勢，建立起屬於自己的行銷脈絡，透過讀者相互討論提出相關議題與理論，獲得學習效益。

Founded by the first-generation Lin in 1943, Zhong Mei Jian has been a family-run deli meat shop for over 70 years. The second-gen owner, Zhi-Chang, introduced vacuum packaging that was rare at that time, which improved the product's quality and preservation time while preserving the flavor. Xin, the third-generation owner, then worked with his father to create new products, establishing the classic and unique flavor.
When many restaurants and food and grocery stores were closed in 2020 due to COVID-19 outbreaks, Zhong Mei Jian felt the need to change their traditional in-store selling methods. Xin first founded a fan group out of interest, but by interacting with customers and learning their requirements, he altered the products and the business processes. During the pandemic, the opening hours were shortened, but the revenue did not suffer much, which led Zhi-Chang and Xin to rethink the direction of the operation and future opportunities.
Throughout this case study, we discussed how did a traditional brand like Zhong Mei Jian manage the impact of the pandemic through click-and-mortars and adapting their operation strategies to create a new business model for current consumers, which includes approaching younger consumers, implementing digital payments, creating communities, and increasing sales through digital marketing.

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