台灣醫學美容業經營型態之研究

本研究首先運用訪談法輔以總體環境（STEP）分析與五力分析，探討醫學美容業之經營環境，然後將訪談資料以紮根法統整，做為醫學美容業競爭力（SWOT）分析之依據，進而探討醫學美容業之TOWS矩陣；以建構醫學美容業之經營型態。本研究針對台灣醫學美容業經營型態進行探討，研究結論歸納如下：一、醫學美容業之環境分析，在總體環境方面整形風氣已然成型，如何結合生化科技、創新療程，運用先進儀器設備，以滿足M型兩極化消費需求為首要考量；在產業環境方面，掌握預防醫學興起與抗衰老療程的需求，建構顧客良好關係為醫美業之重要努力方向；在個體環境上，人性化的感性管理、客製化的產品與療程、創新化的經營理念、互利共享的產銷關係，方能滿足多樣化的消費需求。二、台灣醫學美容經營型態為多元化與異業結盟或專業化的醫療行為與精緻化的療程及產品。三、台灣醫學美容業之經營策略有三：（一）建構以滿足消費者需求為目的之供應鏈體系、（二）結合政府政策開拓消費市場、（三）強調保健思維之產品與服務。

關鍵字

醫學美容；紮根法；經營型態

並列摘要

This study first applies the interview method combined with STEP analysis and Five Forces analysis to examine the management environment of aesthetic medicine; the interview data is compiled through the grounded theory and used as the basis for conducting the SWOT analysis of aesthetic medicine's competitiveness. Subsequently, the TOWS Matrix of aesthetic medicine was carried out to establish the business model of the aesthetic medicine industry. This study explored the business model of the aesthetic medicine industry in Taiwan and came to the following conclusions: 1. The environmental analysis of the aesthetic medicine industry reveals that, although plastic surgery has become a trend in the overall environment, combining biochemical technology with innovative therapies and cutting-edge equipment to satisfy the demands of the m-shaped consumers is considered priority. In regards to the industry environment, being able to grasp the emergence of preventive medicine and anti-aging therapy needs, as well as building excellent relations with the clients are important considerations for the aesthetic medicine industry. As far as individual environment is concerned, humanized management, bespoke products and therapies, innovative management philosophies and a mutually beneficial production-marketing relation will cater to the diverse needs of consumers. 2. The business model of aesthetic medicine in Taiwan often involves diversified strategic alliances, professional medical care conducts and refined therapies and products. 3. The management strategies of the aesthetic medicine industry in Taiwan are threefold: (1) Establish a consumer-oriented supply chain; (2) Develop the consumer market in resonance with the government's policies; (3) Develop products and services that emphasize the concept of healthcare.