近代醫學美容經營策略最佳化之研究

近期研究指出醫學美容經營需重視顧客關係，提供多元化、創新及差異化服務，台灣醫學美容市場蓬勃發展，但對醫學美容經營仍屬摸索階段，本研究透過專家群體分析找出最佳化策略，再運用敏感度分析評估因素之準則權重改變時，去分析影響個案改變的程度。變數探討分四大構面包括環境層面、診療服務、推廣形式、建立特色，再細分為十五項準則，採用層級分析(Analytic Hierarchy Process, AHP)找出最佳策略。結果顯示單項評估準則以客製化服務為首重因素，其引發產品差異化能吸引顧客提昇績效。整體經營成功要以建立特色為目標，定價策略與經營型態是以減低成本來增加營運獲利。最後採敏感度分析三個個案顯示以診療服務差距最大。

關鍵字

醫學美容；層級分析；敏感度分析；評估準則

並列摘要

It's showed in recent studies that in cosmetic medicine marketing, it's required more attention to work on the relationships between customers and providers, and to provide diversified, innovative and different customer services. In Taiwan, the cosmetic medicine marketing is vigorous growing, but management of the cosmetic medicine marketing is just in the abstract level. This study helps to identify the optimal management strategies by analyzing the decision from the expert groups, then using the sensitivity analysis to approach the change of weight factor affect individual case. There are four dimensions in the analysis factor included 15 sub-items: Environment, Medical service, Marketing promotion and Business characteristic. Analytic Hierarchy Process (AHP) was used to analysis these factors and help to find out the optimal cosmetic medicine marketing. The result shows that customized service is the most important factor, which due to differentiation of products and attract ion to customers. The success of cosmetic medicine marketing management is to build up the unique business characteristic. The main strategy of pricing and marketing management is increase the profit by lower the cost. Sensitivity analysis shows that the greatest disparity factor is medical service in these 3 cases.