台灣觀光醫療產業策略評估 --以價值創新為基礎--

Value Innovation Strategy of Taiwan Medical Tourism Industry

張紫薇(Tzu-Wei Chang)

指導教授 ： 柯承恩

國立臺灣大學/管理學院/高階公共管理組/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10253

摘要

1990年代，麥可•波特 (Michael E. Porter) 在國家競爭優勢中提到，創新就像整體體質的改善，策略或制度上都要隨著環境的變遷而因應調整。創新是競爭力的關鍵，發揮新創意，打破遊戲規則，開創新競爭市場，才能創造更多的市場價值。利用創新彌補本身弱點，成效遠大於增加新的優勢。企業創新的重點在於改善不利的生產因素，去除瓶頸及威脅，更將刺激企業尋找新的解決方案。
相對之下，金偉燦(W. Chan Kim)與莫伯尼(Renée Mauborgne)二位學者，提出以價值創新為基礎的企業發展策略。強調企業應以核心能力為發展基礎，運用不以競爭為手段的創新方法，不在現有的框架內與同業競爭，甚至應擺脫競爭，尋求無人競爭的藍海。所有藍海始自一群有需求卻未被滿足的客戶，把思考焦點轉移到如何去超越現有的需求，將過去不存在的東西，結合個別功能，進而開發客戶的新需求。
醫療保健產業在今日已是全球成長最快的產業之一，全世界在醫療保健支出從2001年的3.3兆美金成長至2005的4.4兆美金(Chanda, R. 2004), 近年來 OECD主要國家之NHE/GDP比率皆呈緩步上揚的趨勢，可預期未來醫療保健市場的成長潛力極大。
新世紀的競賽是品質與創意的競爭，國際觀光事業是目前全球最富生機的產業，它不僅是開發中及未開發國家重要經濟活動與收入來源，同時也是現代化國家整體發展的指標。旅遊型態及目的的重新整合，新觀光產品之產生，將使觀光事業全面改觀。新技術、產品、市場區隔及管理理念不斷湧現，結合觀光及醫療產業，創造出觀光產業的新價值，觀光醫療將是促進台灣經濟成長的明日之星。
本研究正是以波特的國家競爭優勢、競爭策略及金偉燦與莫伯尼二位學者的藍海策略之創新理論為基礎，採用探索性的研究，透過對觀光醫療產業關係者：政策決策者、醫療院所經營者、觀光業及一般消費者，進行訪談，總結出台灣在觀光醫療產業上的潛力、機會及展望。

關鍵字

台灣觀光醫療產業 ； 觀光醫療 ； 創新價值

並列摘要

In the 1990s, Michael E. Porter, in “The Competitive Advantage of Nations” mentioned that innovation, like structural improvement of the whole body, calls for an adjustment of the strategy and system in response to environmental change. The capability of innovation is the key to competition. To win the competition, it is necessary to break up the old rules of the game, play up the novelty, open a new competition market, and create more market value. The effect of making up the disadvantages through innovation is much greater than that of creating new advantages. The key to a business’s innovation often lies in its ability to improve the disadvantageous factors of production. As these disadvantageous factors of production are visible bottlenecks and obvious threats, they can stimulate a business to search for new solutions.
By comparison, W. Chan Kim and Renée Mauborgne held the view that a business should base its development strategy on the innovation of value. They underscore that a business can use its core ability as the foundation for development, employ non-competitive means for innovation, and compete with similar businesses outside the industrial framework and even free itself from competition for a competition-free expanse of Blue Ocean. The Blue Ocean begins with customers whose economic needs are not satisfied. The focus of thinking should be shifted to answering the question of how to transcend the present economic needs. This calls for combining the individual functions of things not existing in the past for the development of the customer’s new economic needs.
Medical and health care has become a fastest growing industry in the world. The global medical care spending increased from US$3.3 trillion in 2001 to US$4.4 trillion (Chanda, R. 2004) in 2005. In recent years, the NHE/GDP ratio of major OECD nations has shown gradual increase. This shows the potential of the medical and healthcare market is still tremendous. The competition in the new century is one of quality and novelty, and international tourism is an industry bursting with vitality in the world. It is not only the most vital economic activity and source of income of developing and underdeveloped nations but also the index of modern nations’ total development. A recombination of the mode and goal of tourism will lead to the advance of new tourist products and put a new face on the tourist industry. New technology, new products, new market partition, and new concepts of management are emerging incessantly. The combination of tourism and medical industry will create new values in the tourism industry. Medical tourism is definitely tomorrow’s star industry in Taiwan’s economic development.
This is an exploratory research based on Porter’s concept of the competitive advantage of nations, competitive strategy and Kim’s and Mauborgne’s innovation theories. Through interviews with people concerned in medical and tourist industries, including policy makers, hospital operators, tourist agencies, and ordinary consumers, the study draws the conclusion on the potential, opportunity, development, and future prospects of Taiwan medical tourism industry.

並列關鍵字

Taiwan medical tourism industry ； Medical tourism ； Value innovation

參考文獻

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