醫療旅遊產業成長策略之探討：健檢企業 S 集團個案研究

Abstract

在高齡化的浪潮之下，如何保持身體健康成為熱門的議題，觀光旅遊的風氣催生了醫療旅遊產業的興起，台灣有優異的醫療實力，同時觀光產業發展成熟，客觀上具有發展醫療旅遊的條件。健康檢查是預防醫學的重要手段，當精準醫療的趨勢來臨，高階健檢逐漸成為疾病篩檢的主流方案，以高階健檢為核心業務的 S 集團，透過社群精神凝聚成員的智能資本，集團如何持續的成長，是所有成員共同關注的議題。 本研究以次級資料分析的方式進行，首先，藉由國家競爭優勢鑽石模型，探討台灣醫療旅遊產業在全球的競爭力。其次，透過五力分析模型，說明 S 集團在兩岸健檢業者中的競爭優勢。最後，關於 S 集團的成長策略，在安索夫矩陣的架構之下，採用價值網模型分別探索台灣市場的競爭策略，中國市場進入策略及事業多角化策略。研究發現(1)台灣具有發展醫療旅遊產業的優勢，未來發展需建立品牌，進行策略性規劃及法令制度的鬆綁。(2)S 集團在兩岸的高階健檢產業發展，具有產業競爭優勢，服務模式深具發展潛力。(3)S 集團可分別透過台灣市場競爭策略，中國市場進入策略及事業多角化策略，達成集團的成長目標。中國市場的進入模式，在進入市場初期以合資方式進行，待商業模式成功，再以特許經營模式擴大經濟規模。總結的管理意涵有以下三點，(1)以「員工夥伴」為核心產品的發展哲學，是企業常保競爭優勢的秘訣，也是保持企業成長的內在要素。(2)以「利他共好」為理念的經營哲學，可以為價值網創造最大的價值，也是增進企業成長的外部要素。(3)以「集體天才」為文化的創新哲學，可以釋放個人才華，展現集體智慧，是融合內外部要素的因子，也是促進企業成長的連結要素。

It has become an important issue that how to maintain good health in the aging society. Prosperous tourism promotes the development of medical tourism industry. Taiwan not only can provide excellent medical service but also the tourism industry is well developed. Taiwan has filled most requirements for developing medical tourism industry. Health check plays a crucial role in the field of preventive medicine. Precision health check becomes a main solution for early detection of diseases because precision medicine is on an upward trend. Precision health check is the core business of health check enterprise S group. S group advocates community awareness and thinks highly of intellectual capital. All members are highly concerned about the growth of the group. The study is conducted by means of secondary data analysis. First, we investigate the competitiveness of Taiwan in medical tourism industry of the world through Michael Porter’s Diamond model. Second, Michael Porter’s Five Force model is used to illustrate the competitive advantage of S group among health check competitors in Taiwan and China. Finally, the growth strategy of S group is initially analyzed under the framework of the Ansoff matrix. Detailed exploration of the strategy is categorized as the competition strategy of the Taiwan market, China market entry strategy and the diversification strategy. The study found that (1)Taiwan has the advantage in developing medical tourism industry. In the future, it is necessary to establish a brand, make strategic planning and revise market regulations. (2)S group has the advantage in developing precision health check industry and the service model is attractive. (3)S group can achieve the goals of growth through the competition strategy of the Taiwan market, China market entry strategy and the diversification strategy. The proposed mode of China market entry is joint venture at the beginning. Once the business model is proved to be successful, the franchise mode would be better for creating scale of the industry. There are three implications of the research. First, the philosophy of considering staff as a core product of the company can create the competitiveness of the company. This is an intrinsic factor of the growth of the company. Second, the philosophy of encouraging altruistic behavior to achieve the common good of the players in the value net can create maximum benefit of the system. This is an extrinsic factor of the growth of the company. Finally, the innovative philosophy of collective genius as a culture can release individual talents and display group intelligence. This is a factor that integrates internal and external factors and is also a connecting factor that promotes the growth of the company.