台灣牙醫診所經營模式之個案研究

A Case Study of the Business Model of a Dental Clinic in Taiwan

邱承熙(Cheng-His Chiu)

指導教授 ： 李存修

國立臺灣大學/管理學院/財務金融組/碩士(2017年)

https://doi.org/10.6342/NTU201701451

摘要

本研究立足於文獻分析法，並以個案研究法，對於位於基隆市安樂區之L個案診所之經營與市場竸爭進行研究。該個案診所創立於1998年，近幾年隨著附近人口增多，集合式住宅不斷興建，帶來蓬勃商機，以致於個案診所所在地附近陸續出現了牙醫診所。因而本研究就個案診所之經營模式，分析其經營策略，並以SWOT分析個案診所經營所出現之優勢、劣勢、機會以及威脅。
本研究經由個案研究法，個案診所之優勢，包括1.醫術精湛獲得值得信任；2.口碑佳帶動消費的主動行銷。劣勢，包括1.高訂價標榜流失部份客群；2高品質服務提供帶動成本上升；3. 區域人口結構出現變化。威脅，包括:1大批牙醫醫療技術專業人員強勢入駐；2. 新客層對醫療專業之要求轉向。至於機會，包括1. 擦亮L診所之招牌；2. 基隆市目前仍有市場，亟需牙醫診所進駐。
本研究並對個案診所之經營提出相關建議。

關鍵字

牙醫 ； 牙醫診所 ； SWOT ； 經營策略 ； 差異化經營策略 ； 目標集中策略

並列摘要

This case study was conducted based on literature analysis to investigate the business model and market competitiveness of a L clinic in the Anle District, Keelung City. The case clinic was founded in 1998. In recent years, the population in the district has increased and revenue houses have been constructed one after another, resulting in ample business opportunities. Consequently, dental clinics have emerged around the region of the case clinic. Thus, this study examined the business model of the case clinic and analyzed its business strategies through SWOT analysis.
The strengths were identified as trustworthy proficiency and proactive marketing led by positive word of mouth. The weaknesses were hefty price tags that deter partial customers, high costs resulting from high quality of services, and changing demographic structures in the region. The threats include a great amount of dental specialists coming to the region and new customers’ changed needs of healthcare expertise. The opportunities include brand marketing of the L clinic and the substantial market need of dental clinics in Keelung City.
Suggestions were proposed for the business operation of the case clinic.

並列關鍵字

dentist ； dental clinic ； SWOT ； business strategy ； differentiation strategy ； focus strategy

參考文獻

袁寶華（2014），新竹地區牙醫業的藍海策略－以某牙醫診所為例，交通大學管理學院高階主管管理碩士學程碩士論文。

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