| Abstract: | 隨著台灣經濟的成長及人民生活水平的提高，還有醫療科技和儀器的高速成長進步，國人對整形美容的接受度及需求逐漸提高。加上韓劇的流行，韓國人對整形開放的風氣也感染了台灣民眾。台灣六大都會區台北市、台中市、高雄市、新北市、桃園市、台南市還有科技城新竹市等城市的大醫院整形美容中心和醫學美容診所如雨後春筍般成立；平面及網路電子媒體也大肆報導，整形美容儼然已成為現代人生活的一個重要部分。
這幾年來醫美市場已經非常飽和，然而每年都有大量的新開幕醫美診所，所以價格競爭激烈，導致醫美診所出現倒閉潮，特別是從2020年初出現新冠肺炎後，台灣的國境關閉，國外的病人進不來台灣，特別是大陸、香港、澳門、新加坡、和馬來西亞的華人進不來，台灣的醫美消費市場相對比較小，屬於淺碟式的市場，所以在台灣內部的醫美診所競爭又更加激烈了，削價競爭成為常態，醫美市場已經成為一片「紅海市場」，全盛時期忠孝東路三段到四段，有400多家的醫美診所，號稱台灣的整形一條街，目前只剩下不到200家診所； 2021年、2022年新冠肺炎疫情更加嚴峻，台灣的國境持續關閉，再加上國際情勢不穩定，出現停滯性的通貨膨脹，台灣醫美診所倒閉潮更加嚴重了，在這樣的惡性循環環境之下，醫美市場已經快變成「黑海市場」了。
本研究是運用策略行銷分析架構來探討A醫療事業在醫美紅海市場當中的生存之道，本研究發現，A醫療事業的發展過程當中，採取以下的策略作為：1、A醫療事業對病人的11點安心承諾 2、A醫療事業為提升現場服務流程，推動診所MOT (moment of truth，診所服務關鍵時刻) 3、A醫療事業醫師群共出版11本書 4、A醫療事業發展自有品牌（MD+）的醫學美容保養品 5、A醫療事業獲得醫策會的專業認證 6、A醫療事業的媒體報導，建立整個醫療事業的品牌和知名度 7、A醫療事業積極參與台灣整形外科醫學會和美容外科醫學會和其他醫學會的各項活動 8、A醫療事業為推廣台灣醫療，設立國際醫療平臺 9、A醫療事業的行銷經營策略 10、A醫療事業的數位轉型 11、A醫療事業的公益活動 12、A醫療事業為因應新冠肺炎疫情，診所再定位，推動健康美學的生活新概念 13、A醫療事業採用四合一的策略聯結，這四個策略包括有差異化策略、專注策略、架構聯盟策略、和顧客導向策略，藉由這一些策略作為，讓A醫療事業得以在競爭激烈的醫學美容產業當中，從20年前的一家整形外科診所，發展到20年後的現在，擁有整形外科診所、皮膚科診所、中醫診所、牙醫診所和美容美體公司的醫療事業集團。
With the growth of Taiwan`s economy and the improvement of people`s living standards, as well as the rapid growth and progress of medical technology and equipment, compatriot`s acceptance and demand for plastic surgery have gradually increased. Coupled with the popularity of Korean dramas, the Korean people`s openness to plastic surgery has also infected the Taiwanese people. Large hospital plastic surgery centers and medical beauty clinics have sprung up in Taipei, Taichung, Kaohsiung, New Taipei, Taoyuan, Tainan, and Hsinchu, a science and technology city in the six metropolitan areas of Taiwan; The media also reported that plastic surgery has become an important part of modern life.
This study uses the strategic marketing analysis framework to explore the survival of A medical business in the medical beauty Red Ocean market. This research finds that in the development process of A medical business, the following strategies are adopted: 1. A medical business`s relationship with patients 11 peace of mind commitment. 2. A Medical business promotes MOT(moment of truth). 3. A Medical business has published 11 books. 4. A Medical business developed own brand,MD+, to improve on-site service processes of medical beauty care products. 5. A medical business has obtained professional certification from Joint Commission of Taiwan. 6. Media coverage of the medical business, building brand and awareness for the entire medical business. 7. Actively participate in various activities of Taiwan Plastic Surgery Association, Aesthetic Surgery Association and other medical associations. 8. A medical business establishes an international medical platform in order to promote Taiwan`s medical care. 9, A medical business marketing strategy 10, A medical business digital transformation 11, A medical business public welfare activities 12 、A medical business In response to the new crown pneumonia epidemic, the clinic has been repositioned to promote a new concept of life with healthy aesthetics. 13. A medical business adopts a four-in-one strategic connection and customer-oriented strategies, through these strategies, A medical business develop from a plastic surgery clinic 20 years ago in the highly competitive medical beauty industry to now 20 years later, with a plastic surgery clinic, A medical business group of dermatology clinics, Chinese medicine clinics, dental clinics and beauty and body care companies. |
