台灣牙醫診所經營模式研究

Abstract

本論文希望探討台灣牙醫診所現在及未來的經營模式，主要分析醫療服務業的基礎理論為依據，針對台灣牙醫診所面臨的現況，進行分析，希望能為台灣牙醫診所建構一個符合醫療經營者利益及也能為病患提供高貴不貴的高品質雙贏醫療環境，創造能符合現今及未來台灣牙醫診所運行的營運模式。 論文內文主要包括五個部份:第一部分，緒論，主要介紹研究背景與動機、研究問題與目的、研究方法與範圍及論文流程與結構；第二部份，文獻探討，針對論文的主要概念和理論進行闡述，包括醫療服務業、產業策略分析、差異化優勢、差異化優勢創建的必要性、行銷認知差異化、顧客價值主張及藍海策略行動架構分析法；第三部份則是透過產業現況與分析來評估了解並且詳述國內牙醫診所常面臨的狀況與問題，牙醫產業現況、利用SWOT分析傳統型診所與價值型診所的差異；第四部份，論述牙醫診所未來主要發展趨勢為顧客價值型牙醫專科診所，期望保險公司的商業醫療保險能包含牙醫診所全部自費治療項目，並期許政府能真正落實國際醫療為台灣牙醫產業創造藍海；最後，第五部分以結論與建議來總結各方面優缺點、差異性及可提升與改善的空間。

This thesis aims to discuss the present and future business models of the dental clinics in Taiwan based on the healthcare services business theories to study the current status faced by the dental clinics. It hopes to construct a high quality healthcare environment in line with both the benefits of the healthcare providers and patients, and to develop a operation business model for the dental clinics in Taiwan. This thesis consists of five major parts. Part I, introduces the research background, motivation, topics, objectives, methodology, scope and structures. Part II, elaborates based on major concepts and theories in the literature, including the healthcare services industry landscape, strategy analysis, the differentiation advantages, marketing differentiation, customer value proposition and the Blue Ocean Strategy framework.. Part III, assesses the problems faced by the dental clinics in Taiwan through the analysis of current status of dental industry, and use SWOT to analyze the differences between traditional clinics and clinics with value proposition. Part IV, proposes that Customer Value-based dental clinics as the key development trend for the future dental clinics and the expectation of the coverage of the out of pocket dental treatments in the health insurance in the future, and anticipates the government policies support of the international healthcare services development to create the blue ocean for the dental industry. Finally, Part V, concludes with analysis of plus and minus, differentiation, rooms for improvement, and recommendations.