醫學美容創業創新商業模式探討－以某醫療器材為例

Abstract

近年來，雖然台灣的創業風氣盛行，但在現實的統計數據資料中，即便新創企業順利度過了創業初期，能持續營運超過五年的卻不到1%。而在企業運作中，商業模式扮演著相當重要的角色。因此，如何為新創企業設計良好的商業模式並使其能持續穩定成長，成為一項新的課題，也引發本研究的動機。 本研究採用個案研究法，選定某一醫療器材的創業作為分析的個案。透過半結構式訪談法深入了解創業者對創業的想法與整體規劃，以及其商業模式的建構。創業，是企業初期發展的動態過程，利用質性個案分析與逐字稿分析的方式，可以更了解該個案商業模式的各項構建要素與未來可用資源，並提供其他創業者參考或借鏡。本研究給予其他醫療產業創業者的管理意涵可總結為「三個重要」，即創業者個人特質與創業經驗是重要的；了解產業價值鏈重要關係人是重要的；創業者能為產品找到出發點是重要的。 整體而言，本研究透過商業模式九宮格、NABC價值基礎法則與POCD創業管理框架解釋研究個案如何為商業模式進行設計，並針對創業活動進行系統性規劃，不僅將理論與實務做連結，亦能讓創業者在實務上以此為借鏡，得以永續經營。

In the recent years, entrepreneurship has been prevailing in Taiwan. However, according to the statistical data, even if the start-up companies can survive through the beginning of the venture, only 1% of them have lasted for more than 5 years. Therefore, how a start-up company can develop a successful business model to steadily grow and make profits becomes a new challenge, which is also the starting point of this study. This thesis applies the method of case study based on an entrepreneurial case of medical device. Through the semi-structured interview, researcher strives to understand the entrepreneurial ideas, future scheming, and the business model development. Since to start a new business is a dynamic process, by taking advantage of qualitative analysis and narrative analysis, researcher can analyze various components of the business model and explore potential resources in the future. Based on the case in this study, we concluded the “Three Important factors” for managers and entrepreneurs in the medical industry, namely, personal characteristics and entrepreneurial experiences of the entrepreneurs, connection with the key stakeholders in the industry value chain, and finding the starting point for the products. To sum, by applying Business Model Canvas, NABC Method and POCD entrepreneurial management model, this thesis explains how the business model was developed and the entrepreneurial activities were systematically organized in the focal case. The findings provide future entrepreneurs an example of “the Best Practices”, and contributes to the literature on the sustainability of new venture.