5G時代牙科數智化轉型經營策略： 以嶺先牙醫集團為例

Abstract

本論文之研究旨在經由個案分析法，探討嶺先牙醫連鎖診所在面對市場高度動態競爭的環境下，考量本身優勢作為與競爭者挑戰等各項主觀與客觀因素，同時在面臨無法避免的5G場景，如何做好連鎖牙科診所的策略定位，並且因應趨勢做好數智化轉型及規模化是每一位診所經營管理者無法避免的責任。 對現今的醫療業來說，面對5G時代帶來的巨大人類行為改變，一直以來被視為專業及服務業輸出的醫療行業來說在針對人工智慧、個人化、內容商務面臨轉型又該如何因應呢？5G時代的即將來臨，能否急劇加速醫療數位化發展？ 也是另外一個我們需要探討的議題。 論文內文主要包括五個部份：第一部分，緒論，主要介紹研究背景與動機、研究問題與目的、研究方法與範圍及論文流程與結構；第二部份，SWOT分析( SWOT analysis )文獻探討，針對論文的主要概念和理論進行闡述，包括醫療服務業、企業競爭策略分析（eenterprise competitive strategy analysis）、企業五力分析( Porter five forces analysis )、行銷認知差異化( differentiated marketing )、顧客價值主張（ customer value proposition ）及大數據(big data)與人群輪廓分析法( audience profiling strategy )；第三部份則是透過產業現況與分析來評估瞭解並且詳述國內牙醫診所常面臨的狀況與問題，同時也分析中國與歐美牙醫市場的產業現況及現行相似性的醫療產業截至目前的數智化場景應用；第四部份，則是以開放式訪談的部分訪問了幾位以醫療產業IPO的前輩，藉由前人的經驗，讓我們可以在未來5G場景( 5G networks )應用中避免犯錯，更快的完成企業轉型；第五部份，則是利用個案連鎖牙醫診所成長歷程與經營策略轉型來探討牙醫診所未來主要發展趨勢，並試圖找出5G時代大數據場景的數智化轉型的商業應用模式；最後，第六部分以結論與建議來總結各方面優缺點、差異性及可提升與改善的空間。

This essay explores and investigates using individual situation methods to determine the Leading Dental Corporate Group’s strength and challenges under a highly changing competitive market with both intrinsic and extrinsic perspectives. This essay not only dissects the whole market in a wide variety of views but also evaluates how should Leading Dental Corporate Group find its correct position in the industry under the trending 5G technology boosting society. Leading Dental Corporate Groups strongly believe that due to the advance in technology and market’s adaption on 5G, it is a significant responsibility that can’t be ignored for every business owner. In modern society, the trending 5G world will result in a great amount of changes to human’s behavior. As a company that can always be seen as excellent in medical support using AI, customizations, luxurious services and supports, how are we going to face this new 5g revolution? This is another huge problem that we are facing and discussing. This essay concluded six main parts: 1. Introduction (including background knowledge, purpose and motivations, questions, methods and main theories, structures and concepts) 2. SWOT for analysis and exploration of the main concepts and theories for this essay including the medical industry and competitiveness of current industries evaluations. A variety of methods will be used including: enterprise competitive strategy analysis, 2. Porter Five Forces analysis, differentiated marketing, customer value proposition, big data and audience profiling strategy. 3. The third part will be using current market behavior to analyze, explore, and understand all the problems and potential problems that dental firms will be facing, at the same time analyze the China and Western dental industry market. There will be a variety of compare and contrast between all three markets using data and information up till today. 4. An open interview with the Medical industry IPO’ leader, with their experience and thoughts to prevent us from making mistakes in the future 5G networks world. It will also speed up the process of our innovation. 5. A deep constructed analysis will be written using dental chain store systems’ experience and management strategies to compare and discuss the future trend for Leading Dental Corporate Group; hopefully to find the solution for the upcoming 5G network world and apply those on to Leading Dental Corporate Group. 6. Lastly, a conclusion with a combination of both advantages and disadvantages will be included to improve and increase Leading Dental Corporate Group’s operating quality.