群英整形集團醫療美容服務的運營戰略研究

Abstract

整形醫美產業在這十年來非常蓬勃的發展，但是這個產業橫跨了服務業跟醫療業，而且這個市場有不斷擴大發展的趨勢，似乎是一個不可逆的藍海市場。在以往根本沒有很成熟的模式，但由於是快速的變化及發展，所以商業模式不斷被注入及引用，如何在這行業持續取得領先並持續發展，並且和其他兢爭者有區隔，是所有集團不斷努力的方向。 此論文研究的目的是:借由分析一個在中國臺灣發展已經有相當基礎的醫美集團營運的狀況，利用以往已經研究過的文獻資料，且透過對目前醫美市場發展訊息收集及資訊分析，來瞭解目前市場發展趨勢。 透過此整形集團以往的經驗，加上使用管理學裡PEST 及SWOT 分析方法，找出其中可能潛在不足的問題，加以導入創新的運營模式，並且研究制定確切可實施的戰略方針，以提供企業未來戰略的修正或是制定，作為在另一個中國大陸市場發展的模式。

The cosmetic surgery industry has developed very vigorously in the past decade, but this industry spans the service industry and the medical field, and this market has a trend of continuous expansion and development, which seems to be an irreversible blue ocean market. There was no mature business model in the past, but because of rapid changes and developments, business models are constantly being applied and cited. How to continue to lead and develop in this industry, and to differentiate from other contestants, is all the direction of the group's continuously concerning efforts. The purpose of this paper is to analyze the operation of a medical aesthetics group that has developed a fairly basic development in Taiwan, to use the literature data that has been studied in the past. And finally, through the current medical aesthetics market development information collection and information analysis, makes us to understand the current market trends. Through the past experience of the plastic surgery group, coupled with the use of PEST and SWOT analysis methods in management, we can find out the potential deficiencies. Then we also could introduce and study innovative operating models, and formulate precise and implementable strategic policies to provide the future of the company. Finally, the strategy can be revised or formulated as a model for development in another mainland Chinese market.