美容醫學診所差異化策略和求治者滿意度分析：A診所之個案研究

Abstract

近年來，台灣美容醫學產業雖然逐漸成熟，但是也開始出現削價競爭、醫療糾紛、廣告不實等問題。因此，國內美容醫學診所必須要採取差異化策略，才能凸顯其品牌價值、吸引求治者，建立永續經營的基礎。本研究以A診所為個案研究對象，透過質化訪談探討其核心價值和差異化策略，再透過量化問卷結果分析求治者滿意度，最後再使用SWOT架構分析A診所的優勢、劣勢、機會和威脅。研究結果顯示，A診所的專業、先進技術為其核心優勢，但目前缺乏品牌力，應加強國內外各行銷管道的經營，並和旅遊業者合作創造新商機。國內整形市場目前快速成長，且再生醫學和預防醫學成為新興趨勢，為美容醫學產業帶來許多商機，但仍須留意政治經濟環境不確定性以及醫療技術持續進步可能帶來的威脅。

In recent years, the cosmetic surgery industry in Taiwan has gradually matured, but issues such as price cutting, medical disputes, and false advertising have also emerged. Cosmetic surgery clinics must establish differentiation strategies in order to highlight their brand value, attract customers, and build a foundation for sustainable operations. We conducted a case study of Clinic A, using qualitative interviews to identify core values and differentiation strategies, quantitative surveys to analyze customer satisfaction levels, and the SWOT framework to determine the clinic’s strengths, weaknesses, opportunities, and threats. Our results show that Clinic A’s main strength lies in its professional and advanced surgical techniques, but the clinic currently lacks brand recognition. Therefore, the clinic should strengthen management of domestic and overseas marketing channels, and also collaborate with partners in the tourism industry to create new opportunities. The rapid growth of the cosmetic surgery industry and the emerging trends of regenerative medicine and preventive medicine are bringing many opportunities to the industry. However, the clinic should also be attentive to threats that stem from uncertainties in political and economic environments and continued advances in medicine.