醫學連鎖診所業之商業模式

本研究旨在探討台灣醫美連鎖診所業的商業模式及其市場溝通策略。隨著台灣醫美市場的迅速發展，醫美已成為大眾生活的一部分，因此了解這一行業的商業模式變得尤為重要。本研究以質性研究方法進行，通過深度訪談和三角定位法，收集相關數據並進行分析。研究結果顯示，台灣醫美連鎖診所的商業模式主要包括顧客區隔、價值主張、通路選擇、顧客服務等要素。此外，本研究還探討了不同類型醫美診所的顧客旅程和市場溝通策略，發現品牌形象、專業服務和顧客關係是影響顧客選擇的重要因素。具體而言，研究發現台灣醫美連鎖診所在與顧客服務和相關的價值主張方面具有明顯優勢，特別是在提供個性化服務和專業建議方面。這些診所通過針對不同顧客群體設計獨特的市場溝通策略，有效提升了顧客的忠誠度和滿意度。此外，研究還指出，在品牌形象的建立過程中，醫美診所通常利用社交媒體和口碑行銷來擴大影響力和吸引新顧客。

關鍵字

醫美連鎖診所；商業模式；市場溝通；顧客旅程

並列摘要

This study aims to explore the business models and market communication strategies of Taiwan's medical beauty chain clinics. With the rapid development of Taiwan's medical beauty market, medical beauty has become an integral part of people's lives, making it essential to understand the business models of this industry. This research employs qualitative methods, including in-depth interviews and triangulation, to collect and analyze relevant data. The findings reveal that the business models of Taiwan's medical beauty chain clinics mainly include customer segmentation, value proposition, channel selection, and customer service. Additionally, this study investigates the customer journey and market communication strategies of several types of medical beauty clinics, discovering that brand image, professional services, and customer relationships are key factors influencing customer choice. Specifically, the research found that Taiwan's medical beauty chain clinics have significant advantages in customer service and value proposition, particularly in providing personalized services and professional advice. These clinics effectively enhance customer loyalty and satisfaction by designing unique market communication strategies for different customer groups. Furthermore, the study highlights that in the process of building brand image, medical beauty clinics often utilize social media and word-of-mouth marketing to expand their influence and attract new customers.