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標題: | 臺灣醫美診所經營模式之個案研究 A Case Study on the Business Model of a Taiwan Aesthetic Clinic |
作者: | Tsung-Jen Huang 黃宗仁 |
指導教授: | 劉順仁 |
關鍵字: | 醫學美容,有機醫學保養品,策略鑽石,複合式醫美診所, cosmetic medicine,organic medicine skin care products,strategy diamond model,hybrid aesthetic clinic, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 本論文之主旨在於探討臺灣醫美診所之經營模式,透過診所舉辦長期義診,善盡社會企業責任,打造正派的企業形象,進而建立良好之醫病信任關係,同時以有機保養品的相關周遭產品,提升診所對於顧客之價值,進而創造品牌形象。透過新北市三重區的某醫美、健保複合式診所為例,為臺灣醫學美容結合有機醫學保養品,創造品牌形象,開創醫美診所另一創新方向、用義診方式回饋社會的雙贏經營模式、建立管理中心,朝向創立醫美診所聯盟平台的策略目標。
論文內容主要包含五個部分:第一部分,緒論,主要介紹研究背景與動機、研究目的、研究流程與結構;第二部分,介紹策略鑽石理論,說明使用策略鑽石模型評估決策之價值與應用;第三部份,對臺灣醫學美容產業進行介紹,瞭解醫美產業所含涵蓋的範圍項目,並分析醫美診所與有機保養品產業現況,瞭解國內發展;第四部份為個案分析,以實施義診回饋社會為經營理念的U診所為例,論述其經營策略與一般廣告行銷模式之不同,透過SWOT分析、策略鑽石模型探究該診所之經營策略,以及如何透過此種經營模式與販售有機醫學保養品的品牌形象建立醫病信任、設立營運管理中心等,接著也提出後續發展的重點績效評估方向;第五部分,結論與建議,總結前述各方面之差異性與經營特色,並提出未來醫美診所經營方向之相關建議,分別為:一、透過專科經營的複合式診所,挽回消費者信心;二、鼓勵內部創業並以連鎖方式企業化經營,透過統一大量採購與專業分工建立成本優勢;三、透過義診回饋之社會企業經營模式,促進內部團結並建立外部信任;四、進行垂直整合建立品牌優勢;五、擴展管理中心,創立醫美診所創業平台幫助診所擴張。 This thesis aims to discuss the business model of the aesthetic clinics in Taiwan, explained how clinic builds a corporate image through providing a fixed ratio of free medical service to fulfill socially responsible business (RSB), thereby establishing a good relationship between doctors and patients. Furthermore, it could also sales organic skin care and other related products to enhance the clinic brand value in consumer's mind. For this reason, this study selected a aesthetic clinic located in San Chong District, New Taipei City as an empirical case, illustrates a hybrid aesthetic clinic, which provides medical services covered by health insurance and aesthetic services by own expense, explained how does a aesthetic clinic creates a positive brand image through fulfill RSB, and vending organic skin care products. Provides a new direction for clinic operation, which is helpful for both clinic and society. This thesis consists of five major parts. Part I, introduces the research background, motivation, objectives, process and structures. Part II, introduces the strategy diamond model and its application that used in the case study of the thesis. Part III, clarifies the scope of aesthetic medicine industry, comprising photoelectric treatment, micro-surgery, and plastic surgery, and then elaborates the development of aesthetic medicine industry in Taiwan. Besides, understanding the development of common organic skin care products authentication mechanism, and discusses the relationship between the aesthetic clinic and organic skin care products. Part IV, case study, selects U clinic as an example, and discusses the different mode between the portion free clinic services mechanism to contribute to society and the general business strategy marketing modes. And explores the clinic's business strategy through the SWOT analysis, strategy diamond model, to explains how to set up a standard for selling organic medical care products to build a positive, upright brand image and then create the trust between doctors, consumers, and employees. Part V, summarizes the foregoing aspects of the differences and operating characteristics, and make relevant recommendations on the future direction of the operation of aesthetic clinic: First, the clinic might restore consumer confidence through building specialist hyper clinics; Second, establish a chain clinic group through internal entrepreneurship could specialization services, and do unity procurement to drive down costs; Third, takes the social enterprise business model might promote internal unity and establish external trusts; Fourth, vertical integration might help in building brand advantage; Fifth, sets up the headquarters of the aesthetic clinic as an entrepreneurial platform, might help in clinics expansion. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19578 |
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顯示於系所單位: | 會計與管理決策組 |
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