跨域資源串接－台灣醫美產業的商業模式創新

Resource Brokering: Open Business Model Innovation in Taiwan Aesthetic Medicine Industry

金宏權(Hung-Chuan Chin) ； 歐素華(Su-Hua Ou)

《科際整合管理研討會》 2014第17屆 (2014/06) Pp. 72-87

https://doi.org/10.6495/CIMBM.2014.006

摘要

台灣醫美產業發展快速，年產值在2011年更高達800億元，快速發展的結果，吸引許多集團、投資客、醫師相繼進入醫美市場搶食這塊大餅，劇烈的競爭態勢，醫美早已成為紅海市場。當傳統的「醫療導向」轉為「服務導向」後，醫美診所在資源有限的情況下，必須創造出符合獨特利基的商業模式，才能有效回應競爭，吸引顧客。本研究主軸在於，透過質性研究法，調查三家主流醫美診所的經營實務，探討醫美診所的創新經營模式。本研究發現，以服務導向為主的醫美商模，醫美診所必須巧妙借助外部資源，建構創新醫美服務。從開放創新的理論視角，本研究提出三種外部資源的串接模式，包括互補性資源、互利性資源、以及互賴性資源，且根據自身的核心能力發展出名醫品牌、集團會員制、以及專業分科經營等三種模式，藉此接觸不同的服務客群，拓展錢脈。

關鍵字

開放式創新 ； 商業模式創新 ； 醫美產業 ； 資源串接 ； 工作實務

並列摘要

The burgeoning of aesthetic medicine industry in Taiwan creates more than 80 billion revenues in 2011. Therefore, there are different kinds of investors interested in this industry. This research identifies three unique business models based on different resources endowments. By being one of the members of beauty life group, the company can leverage cosmetic, travel, prevent medicine and health food etc. identified as complementary resource. Another business model is enlarging the ＂star doctor＂ and cooperating with facial mask or other cosmeceutical or cosmetic companies to create synergy. This research identifies it as mutual beneficial resources. Finally, there is a value-chain model, which collaborating with different aesthetic professionals to come up with interdependence resources. This research contributes to the open innovation by finding the resource recombination or brokering possibilities for business model innovation.

並列關鍵字

Open Innovation ； Open Business Model ； Aesthetic Medicine Industry ； Resource Brokering ； Work Practices