中國醫美商業模式分析與創新

Abstract

醫學美容產業的發展在當今社會早已行之有年，尤其在近十年，由於醫療科技進步、醫療產業市場化與網路資訊發達，醫學美容行為在日常生活中早已不是什麼新鮮事。然而，於市場化的過程中，醫療行為本身仍須具備高度的專業能力。在中國大陸醫美機構如雨後春筍般出現的此時此刻，如何建構既能達成醫療目標又能滿足消費者需求同時能夠合理營利的模式，是所有經營者必須面對的關鍵課題。 本研究第一部分由醫學美容行為的本質來推演出產業的特性與終端經營者會面對的問題：資訊不對稱、成效、客制化感受，並歸納出能夠解決問題的六個重要要素：專業、貨幣、服務、社交、溝通、流程。第二部分透過分析市場上現存的兩類具代表性的經營模式與其創造價值的方式來瞭解他們解決問題的主要途徑、經營邏輯與難以解決的問題。 第三部分對應市場環境的變遷與各個經營問題的歸因，在解決問題的六個重要要素中選出最關鍵的四個要素：專業、社交、溝通、流程，透過組合的方式產生出六個解決問題的途徑。第四部分，將六個解決問題的途徑導入現有的經營系統中，產生新的商業模式。以價值創造循環模型的原理分析創新商業模式在各個節點所能產生的正向循環：培訓循環、資訊對稱循環、最佳療效循環、社群口碑循環。最後，闡述此創新商業模式的弱點、經營邏輯與初期的生存策略。

The development of medical cosmetology industry has already been there for decades. Thanks to medical technology evolution, medical industry marketization, and advanced information technology of internet, the conduct of aesthetic medicine is more and more familiar for people nowadays in this ten years. However, professionality of medical service is still a must in the path of marketization. Since the establishment of medical cosmetic organization is booming, how to construct a business model which can not only fulfill medical oriented goals but also earn reasonable profit become a key issue that every business owner must confront. In the first part of this research shows the deduction logic from the nature of medical cosmetology to industrial characteristics and the problems that business owners will face, which are information asymmetry, medical service outcome, and the feeling of customization. Meanwhile, concludes six factors which can in some ways resolve these problems: professionality, monetary, service, social, communication, and process. Second, analyze two existing typical business model to reveal their value creating activities, ways to resolve problem, business logic, and inherent problems. The third part focus on market changes and the attribution to the problems above, and then select four key factors among the six: professionality, social, communication, and process. By combining the four factors, comes out six problem solving modules. The fourth part, apply the six modules to the existing business practice and innovate the new business model. Analyze the system and nodes of the new business model with the principal of value creation cycle, we can obtain four positivity cycle: the cultivation cycle, the information symmetry cycle, the best medical service outcome cycle, and the social praise cycle. In the end, illustrate the inherent problem, business logic, and the start-up strategy of this model.