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    题名: 兩岸政策調整下醫美診所之策略行銷分析 : 以A診所為例
    Analysis of the Strategic Marketing of Aesthetically Medical Clinics under the Cross-Strait Policy Adjustment: Case Study on Clinic A
    作者: 畢德玲
    Bih, Der-Ling
    贡献者: 巫立宇
    Wu, Lei-Yu
    畢德玲
    Bih, Der-Ling
    关键词: 兩岸政策
    醫美診所
    策略行銷 4C 模型
    外顯單位效益成本
    專屬陷 入成本
    客製化服務
    Cross-Strait Policy
    Aesthetic Medicine Clinics
    Strategic Marketing 4C Model
    Customized Service
    日期: 2020
    上传时间: 2021-02-01 14:05:32 (UTC+8)
    摘要: 在台灣的醫美產業中，政府的政策與法規的實施皆帶來極為重要的影響。在政黨輪替之後，新的兩岸政策導致來台觀光旅遊之陸客數量驟減，對整體經濟造成衝擊，呈現大幅下滑的走勢，而醫美產業也不例外，尤其醫美診所更可明顯感受到顧客類型的變化與數量的減少。本研究透過個案訪談，探討政府政策調整下，醫美診所應如何制定因應策略，希望能深入研究，挖掘洞察，以提出台灣醫美診所未來可能之營運建議。

    研究方法將先透過文獻探討方式研究產業趨勢變化，接著透過訪談法了解 A診所在兩岸政策調整下所受到之衝擊，並以策略行銷 4C 模型分析 A 診所究竟是採取哪種因應策略及以化解衝擊，並提升產業競爭力。

    研究結果顯示，至醫美診所消費的顧客，在眾多決策時的考量因素中，最重視醫美診所的「技術品質」以及「客製化服務」，若從策略行銷 4C 模型的角度出發，就是「外顯單位效益成本」以及「專屬陷入成本」。A 診所感同身受消費者心理層面，不僅事前提供完善的檢查機制來確保顧客生理狀，同時深入了解消費者期望，並透過專業且技術純熟的醫師與完整的器材，針對顧客的期望提供客製化的治療方案，以改善至完美效益，在術後也為顧客量身打造專屬的恢復計畫並定期追蹤。而 A 診所為了滿足顧客其他的需求，更是與其他科別異業合作，從顧客的角度出發，打造滿足各式需求的醫美生態圈。此舉不僅為 A 診所成功化解兩岸政策之衝擊，更為其長遠的營運發展奠定良好的基礎，帶來持續的競爭優勢。
    Taiwan’s governmental policies and regulations have had a significant impact on Taiwan’s aesthetic medicine industry. After the change of ruling party from KMT to DPP in 2016, the new cross-strait policy has led to a drastic decrease in the number of Chinese visitors to Taiwan, impacting Taiwan’s economy, especially in the medical aesthetic industry. Through case interviews, this study explores how medical aesthetic clinics should formulate strategies in response to changing governmental policies, in order to provide insight and suggestions for the future operation of medical aesthetic clinics in Taiwan.
    Research for this study occurred in two phases. First, changes in industry trends were studied through literary research. Then, to further understand the impact of
    adjustments in cross-strait policy on the medical aesthetic industry, interviews with Clinic A and analyses of Clinic A’s strategies using the 4C model of strategic marketing were conducted.
    The results of the study showed that among the many considerations for decision making, the customers going to the clinic most valued the clinic`s "technical quality"
    and "customized service.” Therefore, Clinic A has the professional physicians and complete advanced equipment to provide customized treatment plans in accordance
    with customers’ expectations.
    Clinic A has also expanded to other niche medical fields to create a medical ecosphere that satisfies a consumer’s many medical needs. This not only helps Clinic A successfully overcome the negative impact of cross-strait policy but also lays a good foundation for its long-term business development.
    參考文獻: 一、中文文獻
    1.台灣自由行：中國取消赴台個人遊兩岸受影響個人論「損失」, Retrieved August 01,2019, from https://www.bbc.com/zhongwen/trad/world-49197235
    2.全球醫美現況分析, Retrieved January 16,2019, from https://kknews.cc/zh-tw/health/oajzxnp.html
    3.巫立宇、邱志聖（2015）。銷售與顧客關係管理。台北市：新陸。
    4.吳建華、謝發昱、黃俊峰、陳銘凱（2004）。個案研究 教育研究的取徑：概念與應用。台北市：高等教育。
    5.邱志聖（2014）。策略行銷分析架構與實務運用。智勝文化。
    6.陳萬淇（1992）。個案研究法。台北：華泰。
    7.健檢電子簽證陸客來台2天輕鬆搞定, Retrieved August 02,2014, from https://solomo.xinmedia.com/health/8211-chinaMedi
    8.陸客可以跟團，不能自由行, Retrieved August 01,2019, from https://www.businesstoday.com.tw/article/category/80392/post/201908010015
    9.產業價值鏈資訊平台醫療器材產業鏈介紹, from https://ic.tpex.org.tw/introduce.php?ic=C200
    10.【跨產業】從藍海到紅海，醫美產業如何殺出一條血路, Retrieved September 18,2020, from https://blog.tiandiren.tw/archives/10453
    11.與醫美醫師有約：談兩岸醫美發展現況, Retrieved 2020, from https://www.tma.tw/ltk/109630412.pdf

    二、英文文獻
    1.Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
    2.Maslow, A. H. (1943). Preface to motivation theory. Psychosomatic medicine.
    3.Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation practice, 15(3), 283-290.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932414
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108932414
    数据类型: thesis
    DOI: 10.6814/NCCU202100004
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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