醫美平台行銷策略規劃之個案研究

醫學美容打破了人們對於醫療業的固有印象，率先成功進入了自費市場，這是醫療業難以突破的瓶頸，也開啟了一個突破健保給付限制的新方向。在這個新趨勢下，醫師和美容師不再對立，消費者也不再茫然無措，可以享受到更完善、更專業的諮詢和服務團隊。本研究首先運用訪談法並輔以總體環境(STEP)分析與五力分析，探討醫學美容業的經營環境。接著，將訪談資料進行紮根法的整理，作為醫學美容業競爭力(SWOT)分析的基礎，進一步探討醫學美容業的TOWS矩陣，以建構醫學美容業的經營模式。透過數據AI科技與醫美資源的結合，醫美平台成為一個第三方認證機構，為消費者提供真實有效的決策輔助資訊。目標是讓那些渴望變得更美、更健康的消費者能夠放心地追求美麗。醫美平台將透過數據AI科技成為一個在線平台，提供查詢、比價分析和預約醫美服務的功能。重視認證醫美機構的專業形象、品牌建設和客製化服務，以滿足不同消費者的需求。為了建立良好口碑，強調專業形象和品牌定位，同時為前臺和後臺建立模組化的專業分工。透過客製化的服務，能夠為不同市場區隔的消費者量身打造專屬療程。

關鍵字

醫學美容；數位平台；策略規劃

並列摘要

Medical aesthetics has shattered people's inherent impression of the medical industry and has successfully entered the self-pay market, which is a bottleneck that the medical industry finds difficult to overcome. It has also opened up a new direction to break through the limitations of health insurance reimbursement. In this new trend, physicians and beauty therapists are no longer in opposition, and consumers are no longer confused but can enjoy more comprehensive and professional consultation and service teams. This study first utilizes interview methods and supplements them with STEP (Socio-cultural, Technological, Economic, and Political) and Five Forces analyses to explore the operating environment of the medical aesthetics industry. Subsequently, the interview data is organized using grounded theory as the basis for conducting a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the competitive strength of the medical aesthetics industry. This further explores the TOWS matrix of the medical aesthetics industry to construct its business model. By combining data AI technology with medical aesthetics resources, the medical aesthetics platform becomes a third-party certification institution that provides consumers with real and effective decision-making assistance information. The goal is to allow consumers who desire to become more beautiful and healthier to confidently pursue beauty. The medical aesthetics platform will become an online platform through data AI technology, providing functions such as inquiries, price comparisons, and appointment booking for medical aesthetics services. It emphasizes the professional image of certified medical aesthetics institutions, brand building, and customized services to meet the needs of different consumers. In order to establish a good reputation and emphasize professional image and brand positioning, modularized professional division of labor is established for the front-end and back-end. Through customized services, personalized treatments can be tailored to consumers in different market segments.