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| Title: | 台灣醫學美容診所發展策略探討—以A診所個案為例
A Strategy of Cosmetic and Plastic Surgery Clinic in Taiwan –A Case study of Clinic A |
| Authors: | 鍾予閎
Chung, Yu-Hung |
| Contributors: | 黃國峯
酈芃羽
鍾予閎
Chung, Yu-Hung |
| Keywords: | 醫美整形
SWOT分析
五力分析
Ansoff矩陣
Cosmetic and Plastic Surgery
SWOT analysis
Porter five force analysis
Ansoff matrix |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:33:13 (UTC+8) |
| Abstract: | 隨著醫療與科技的進步，醫美整形相關的項目越來越多元，所能帶來的美感與自然感不斷提升，加上對於美容整形風氣的接受度不斷提高，醫美產業在台灣的市場與機會與日俱增，許多醫師及投資者紛紛加入醫美產業。然而，醫療產業與商業的初始目的本不相同，卻因為醫美產業的興起而有所疊合，將醫美產業的管理範疇歸屬於衛福部底下的同時，對於原先醫療法制的價值觀是一個衝擊且有許多的衝突。然而，醫美產業於台灣立足已逾二十載，期間有許多苛絆，卻也順利走出一條路。如今台灣的醫美產業也是眾人爭逐的紅海市場之一，且市場有不斷擴增的趨勢。深入了解目前醫美產業的概況與限制，方是進入此一市場的不二法門。除此之外，本研究以一間知名醫美整形集團為例，透過訪談及數據蒐集並分析，探討其於台灣醫美市場發展歷程及策略。
本研究以深度訪談法訪談診所負責人，獲取診所從草創至今的發展沿革及每個時間斷管理團的策略級所面臨到的困難與決策，並透過近年來ERP系統中的部分數據更進一步了解該診所的客戶雛形。將診所得來的資料與其他次級資料做整理後，以SWOT分析、五力分析級Ansoff矩陣三種模型分析市場及個案概況，並總結出以下發現：
1. 醫美整形產業在台灣仍有許多灰色地帶，但隨著科技及技術的進步，市場不斷的擴大，仍吸引大量醫師、業者投入，但品牌知名度、醫師的技術及經驗是搶佔市場的關鍵。
2. 個案診所成功的關鍵因素有三：1. 擁有自己的行銷客服團隊。2. 醫師專司單一手術項目，效益大幅提升。3. 跳脫思維勇於創新。
Along with the improvement of medication and technology, the services of Cosmetic and Plastic Surgery have become more diverse, and the prettiness and naturalness of each service have also improved. Moreover, people are getting more acceptable to cosmetic and plastic surgeries in Taiwan, and the market expands rapidly. Therefore, more and more doctors and investors decide to involve in this industry. However, Cosmetic and Plastic Surgery is the combination of two completely different industries, medication and business. Due to different value systems of the two industries, the development of Cosmetic and Plastic Surgery in Taiwan has lots of conflicts along the way, but still opens up its own path.
Nowadays, Cosmetic and Plastic Surgery industry has become one of the competitive industries that many people contend in Taiwan, and better understanding of the overview and limitations are the only ways to enter this industry. In addition, this research also uses a well-known Cosmetic and Plastic Surgery clinic in Taiwan as a case study, and discusses its strategies and development in Taiwan through analyzing its data and interviews.
After collecting development history and strategic decision making at different timing through interviews with the owner and data through ERP system, this research used SWOT analysis, Porter five force analysis, and Ansoff matrix to analyze the market and development strategy, and concluded as follow:
1. Although there are still many blurry areas, along with the improvement of the technologies and techniques, the Cosmetic and Plastic Surgery market has been expanding constantly in Taiwan, attracting many doctors and investors to join, but reputation of the brand and the experience of the doctors are still the key success factors to seize the market.
2. There are three key success factors of the case clinic: 1. Having its own marketing team. 2. Doctors concentrate on one type of specialized surgery only, rapidly accumulating experience and proficiency. 3. Thinking open-mind and willing to innovate. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363021 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100900 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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