Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23238
標題: Apply Grey Analysis, Regression Analysis, and TRIZ to Develop the Strategies of the Medical Tourism Industry in Taiwan-From Japanese Consumer Viewpoint
應用灰關聯分析法、迴歸分析法與TRIZ擬定台灣觀光醫療之策略發展—以日本消費者為例
作者: 林千惠
Lin, Chien-Hui
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-3007200812164800
觀光醫療
消費者決策模型
灰關聯分析法
TRIZ理論
劇場理論
願付價格
出版社: 行銷學系所
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摘要: 觀光醫療將成為二十一世紀新型態之創新產業,它的誕生將改變全球消費者就醫行為與態度,而不斷追求產業升級之台灣,在此股浪潮之下亦於2003年著手規劃投入觀光醫療產業之發展,然由於台灣觀光醫療產業尚屬發展期,故多數相關產業策略發展多以供給面(產業角度)切入,有鑑於此,為使產業策略發展更具完整性,本研究將以需求面(消費者角度)為立基點,以日本消費者為研究對象展開研究,以下茲簡述本研究對台灣觀光醫療產業發展之貢獻: 一、萃取出台灣觀光醫療產業之28個關鍵成功因素: 本研究應用消費者決策模型為理論架構,結合劇場理論與願付價格之觀點,設計出台灣觀光醫療需求面之問卷。為提升樣本代表性,本研究除了於台灣發放問卷給在台灣的日本人,亦與日本神戶大學教授一同合作,透過其研究團隊於日本中央大學、國立農業研究中心、山形大學、酪農學園大學、和歌山大學、水產大學等學術機關協助下問卷發放,共計總發出300份問卷,回收率為70.67%。分析結果顯示,透過灰關聯分析法共萃取出28個影響台灣觀光醫療產業之關鍵成功因素。 二、以產業需求面為立基點發展出15項策略: 由於關鍵成功因素反應產業能成功發展所需重視的問題面向,因此,為協助產業突破現況與問題,本研究將28個關鍵成功因素轉換為台灣觀光醫療產業發展時所必須重視的核心問題,並將這些影響產業的核心問題定義為「關鍵核心問題」,應用TRIZ理論針對產業之關鍵核心問發展策略。其中,由於TRIZ理論對問題本質相同之關鍵成功因素,將發展出相同的創新原則(係指用來發展策略之參考原則),故本研究將把問題本質相同之關鍵成功因素進行合併,簡明扼要呈現台灣觀光醫療產業需求面之15個關鍵核心問題,再以TRIZ理論依序發展出15項策略,並以短、中、長期階段性地落實15項策略。 三、比較產業供給面與需求面在策略目標之一致性: 有鑑於台灣觀光醫療產業尚屬發展期,目前相關策略發展多以供給面出發,故本研究期由需求面發展台灣觀光醫療產業之策略。為確立產業供需面對發展方向之一致性,本研究蒐集現行產業供給面之策略,歸納出五大策略目標,並與本研究以需求面所發展之15項策略進行比較。研究顯示台灣觀光醫療產業之供需面在策略發展上具一致性目標,例如:皆認為台灣應從品質著手,設計以顧客為中心之服務內容,滿足顧客多元化的需求,同時,亦都認為由於觀光醫療為專業人力密集之產業,故產業應更重視並規劃人力資源發展,如此才能將台灣觀光醫療服務行銷全球!
Medical tourism will be an innovative industry for 21st century and it will change the attitude when the consumer seeks for medical advice globalization. Taiwan, as a country in pursing sustainability industry enhancement has also putting her efforts in the development of medical tourism industry since year 2003. In Taiwan, most strategies for medical tourism were planned from the perspective of the supply-side at the initial stage. However, the purpose of this study developed the strategies based on the demand-side to complement the strategies of the Medical Tourism industry in Taiwan. The target population of this investigate was Japanese consumer. This study has made three contributions and is as bellows: 1.To extract 28 key successful factors of the Medical Tourism industry in Taiwan: This study applied the Consumer Decision Process model with the combination of the concept of Dramaturgy Theory and Willing-to-Pay in designing the questionnaire. In order to improve the quality of the sample, this study has co-operated with Kobe University, Chuo University, National Agricultural Research Center, Yamagata University, Rakuno University, Wakayama University, and National Fisheries University to assist in delivering the questionnaires in Japan. There are a total of 300 questionnaires with 70.67% return. The outcome extracts the 28 key successful factors of the Medical Tourism industry in Taiwan 2.To develop 15 strategies based on the demand-side of the industry: The study identified 15 core problems about Medical Tourism industry in Taiwan by 28 key successful factors. To cope with the 15 core problems, this paper applied TRIZ to develop 15 strategies and practices it by three stages which are the short-term, medium-term and long term. 3.To compare the consistence between the supply-side and the demand-side strategies of the Medical Tourism industry in Taiwan: To ensure the consistency of the development in between the supply and demand side, this study collects the strategy from the supply side and concludes them into five strategy goal before compare them with the 15 strategies as stated above. The result shows that the development between the supply and demand sides is consistency. For instances, Taiwan should focus on the service quality and design based on the needs of the customers in order to satisfy the need of multi requirement. At the same time, Taiwan should make important and have a comprehensive management on the professionalism of related resources before she can move the medical tourism industry towards the global market arena.
URI: http://hdl.handle.net/11455/23238
其他識別: U0005-3007200812164800
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