Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24604
標題: 醫學美容中心創新商業模式之研究
A Study on the Innovative Business Model of Medical Cosmetic Center
作者: 袁上雯
Yuan, Shang-Wen
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-3007200821233000
醫學美容中心
產業分析
創新商業模式
價值網
出版社: 高階經理人碩士在職專班
引用: 一、 中文部份 Caves, R. 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Delaware Healthcare Association(2001),Glossary of health care terms,http://www.deha.org/Glossary/GlossaryG.htm ISAPS (The International Society of Aesthetic Plastic Surgery):http://www.isaps.org/Stats2004CompRes.asp Swiss Egosciences:http://www.egosciences.ch/dictionary.html 工研院產業經濟與趨勢研究中心(IEK-ITIS)http://www.iek.itri.org.tw/internet/home/home.aspx 工商時報:http://www.tol.com.tw/CT_NS/ctsearch.aspx 中央健康保險局:http://www.nhi.gov.tw/ 中國衛生部:http://202.96.155.170/publicfiles//business/htmlfiles/wsb/index.htm 中華民國美容醫學醫學會(Chinese Society of Cosmetic Surgery and Anti-aging Medicine; CSCSM):http://www.cscsm.org.tw/ 生技與醫療器材報導月刊http://mdnews.itri.org.tw/UserPages/index.aspx 台灣皮膚雷射美容中心網站http://www.taiwanlaser.com/index2.htm 行政院衛生署:http://www.doh.gov.tw/cht2008/index_populace.aspx 行政院衛生署藥物食品檢驗局資訊網:http://www.nlfd.gov.tw/ShowModule.aspx?mtab=Chk&act=Sltxt&rwin=Y&tab=413 美國時代雜誌:http://www.time.com/time/ 衛生署統計室衛生統計資訊網:http://www.doh.gov.tw/statistic/index.htm
摘要: 醫學美容逐漸盛行,加上醫學美容中心只要具有醫師執照即可進行執業。因此醫學美容市場不斷的成長,但卻也發現愈來愈多的相關醫療院所相繼倒閉,原因在於,醫師大多專研於醫學相關領域,對於已經漸漸成為服務業的醫學美容中心來說,不只要具有醫學的專業知識,更需要有一個良好的行銷能力與通路,才能讓醫學美容中心能夠永續經營。 現階段國內醫學美容中心主要是以獨立方式經營,許多的儀器設備成本與療程皆較不具經濟規模,且醫學美容相關技術不斷提升,若要跟上技術變化的腳步,必須投入相當多的資本,再者,民眾對於醫療相關知識較為缺乏,若要民眾了解醫學美容相關知識,勢必要投入更多的力量,面對醫學美容的轉型與市場的變化,醫學美容必須找尋出創新的商業模式,以因應產業的改變,並維持醫療院所的營運。 本論文主要在以醫學美容中心作為研究主體,針對所有醫療院所附設醫學美容中心作為對象,探討如何突破目前產業發展的瓶頸,運用策略建構,建立醫學美容中心創新商業模式,以做為醫學美容中心業者未來經營方向之參考。 醫學美容中心一直是以附設於醫療院所的方式在市場中運作,但由於需投入的資金與設備相當的多,加上民眾對於醫學美容的相關知識不甚了解,因此必須傳遞大量的醫學美容知識給需要的民眾。若能聯合相關產業的業者去建構一個平台,並以專業分工的方式,讓每一個體系皆能發揮其所長,並可專注於自身較為擅長的服務上,如此可以節省許多的成本,並可提供顧客一個更完善的服務與知識,有助於整個醫學美容產業的未來發展。 因此,本研究建議醫學美容中心應採創新商業模式,讓醫學美容中心產業能夠以更完整的平台呈現給顧客,並透過本身的核心能耐與競爭優勢,建立起醫學美容中心新的營運方向,且運用新的整合平台將醫學美容中心價值網關係結合傳統美容中心、醫學美容生技廠商、健檢與抗老化診所進行合作,透過連結取得相關醫療資訊,並可增加彼此間的利潤分配,降低成本與風險,並提供顧客最優質的服務。
Medical cosmetic center is becoming more popular than ever. Anyone who owns a doctor's license can run a medical cosmetic center. However, due to the rapid growing demand for medical cosmetic centers, more and more related hospitals and clinics have closed down. Although it is no doubt that most doctors are good at their medical professional knowledge, however, medical cosmetic center have gradually become service oriented. Therefore not only should a doctor possess the professional knowledge, but should also possess marketing skills and know-how to operate medical cosmetic center well and in a sustainable manner. Today the existing domestic medical cosmetic center is mainly operated independently. Therefore, all the cost of equipment and procedures are less economical. In the meantime, the technology of medical cosmetic center is progressing rapidly. In order to keep pace, one must invest a lot of efforts and finances. What is more, because of the lack of awareness of medical knowledge in the general public, doctors must pay much attention to ensure that they understand the massive amount of information surrounding them daily. Facing this inevitable trend of change, medical cosmetic center needs to form a great innovative business model to maintain the smooth operation of hospitals. The purpose of this thesis aims to probe completely the structure of medical cosmetic center. All medical cosmetic centers attached to hospitals and clinics are the main targets. As a matter of fact, to break through the present dilemma, strategic planning and create an innovative method will need to be used as the future direction. Since medical cosmetic center has been operated and affiliated to hospitals and clinics for years, to transfer a great amount of useful medical knowledge to people, one needs invest lots of money and equipment to achieve the goal. Particularly when people do not really understand the related knowledge, investors should put more efforts in marketing campaign and come up with good ideas for the product promotion. In a word, advertisement helps to sell goods and services. Thus, the research suggests medical cosmetic center should apply an innovative business model to customers in a complete and considerable platform which has never been thought and applied before. Investors should build a new direction of medical cosmetic center through core competence and competitive advantages. With the new integrated platform, medical cosmetic center can unite traditional beauty shops, biotechnological research organizations, health screening clinics, and anti-aging centers to receive the latest relevant medical information through rapid connecting value net. The result can increase the distribution of the profits, reduce fixed costs, and avoid possible risks. The most important thing is to offer the best service to potential customers as efficiently as possible.
URI: http://hdl.handle.net/11455/24604
其他識別: U0005-3007200821233000
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