醫療旅遊經營模式建構－以醫美診所為例

The Development of Business Model for Medical Tourism-A Case Study of Cosmetic Clinic

吳致芃(Tsu-Peng Wu) ； 陳建和(Chiem-Ho Chen)

《美容科技學刊》 10卷2期 (2013/06) Pp. 23-42

https://doi.org/10.30001/JIES.201306_10(2).0002

摘要

臺灣政府將醫美旅遊列為重點發展項目，卻因相關單位未整合而導致失敗。本研究欲探討醫美診所經營醫療旅遊之現況，並建構其經營模式。立意取樣臺北地區十位醫美診所醫師兼經營者，採半結構式個案訪談，模式包含：價值主張、產品設計、企業資源、行銷通路、核心策略、價值網絡和顧客介面。結果發現價值主張為基礎，規劃產品設計和影響行銷通路。產品設計影響企業資源組成和行銷通路。顧客需求回饋價值主張。醫美旅遊適合微整型項目避免影響遊程。臺灣醫美無公開認證平臺，難以保障品質。地緣文化關係，可鎖定陸客市場。招攬顧客需和旅行業配合，並期待政府法規鬆綁。現階段應著重醫美診所和從業人員認證，規劃有效整合性平臺，供顧客具品質保障和可近性的服務。

關鍵字

經營模式 ； 醫療旅遊 ； 美容醫學

並列摘要

Medical Tourism is very popular and physical examination and medical cosmetic act as a key development projects in Taiwan where medical tourism stepped the first stage since 2005 although the performance still struggles. Previous studies indicated that business model was a major aspect for medical tourism. This research applied reference data of business model and divided it into seven dimensions: value proposition, core strategy, organizational resources, product design, marketing, value chain and customer interface. Interview with experts in medical tourism practices and experienced medical clinic's managers, the proposed business model for medical tourism integrates their opinions and analyzes the components of business model. The research results revealed seven themes in constructing business model of medical tourism. Value proposition is the major construct and it derived product design as well as affected the composition of resources and core strategic positioning. Value chain and marketing fed back to value proposition and product design according to customers' needs. Cosmetic tourism practice has to avoid affecting tourism itinerary therefore it is more suitable for micro-cosmetic surgery items. There is no medical cosmetic specialist certification in Taiwan, so it is difficult to provide quality assurance. Due to geographical and cultural ties, cosmetic tourism should lock on Chinese mainlanders. It is also suggested to deregulate government policy. The next stage should focus on international marketing channels development and beauty clinics offering domestic medical certification. Travel itinerary should be integrated to provide whole package services to customers with quality certification and customized services.

並列關鍵字

Business Model ； Medical Tourism ； Cosmetic Surgery

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