產後護理機構創新平台商業模式研究

Business Model Innovation and Analysis of Postpartum Care Center

榮少麒(Shao-Chi Jung)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2018年)

https://doi.org/10.6342/NTU201801084

摘要

近年來消費者因環境的改變且經歷多次食安危機，對於健康照護日趨重視，同時也因為少子化的緣故，促使產後護理機構逆勢成長。然而，為了能在競爭日趨激烈的市場中突出，也為了因應近年來電子商務及科技發展，產後護理機構及相關業者開始著重於線上服務，紛紛提供消費者多樣化影音、線上教育及線上商城等服務以獲得青睞，但也因建置成本較高，現階段該產業的科技應用普及仍有成長空間，而消費者也為了在養育嬰兒上獲得更多了解，需透過多方平台與內容學習，然而資料搜尋的便利性及可靠性時常造成其極高的搜尋成本，以及對資料內容的相信與否成為其困擾。

本研究首先探討台灣產後護理機構市場現況，了解現階段產後護理機構、嬰幼兒相關用品廠商及消費者三方之習慣及痛點，並藉由價值創造循環及創新循環架構提出改善方式，促使三方能因規模化經濟而提升其效益，並透過平台的標籤化資訊與篩選機制，使消費者也能藉此獲得更便利、更安心的資料來源。

本研究將透過創新平台的正向循環設計及內容的標籤篩選，有效藉由規模經濟解決供應商及消費者現階段痛點，也期許透過平台的正向循環，使台灣產後護理產業於科技面有更正面的發展，共創更便利且更具經濟效益的營運模式。

關鍵字

價值創造循環 ； 循環式創新 ； 規模經濟 ； 產後護理 ； 月子中心 ； 平台

並列摘要

In Taiwan, although fertility rates is in decline, there is an industry still growing up. The industry is postpartum care center. In recent years, because of changes in the environment and the safety concerns of foods, consumers put more effort in their health care. At the same time, because of the decline of birthrate, consumers also pay more attention to choose the postpartum care center they like. In order to attract customers, care center focus on providing multi-services but it need a lot of construction costs. For customers, they use multi-platforms and contents websites to learn more knowledge about baby care. However, the convenience and reliability of data searches often result in extremely high search costs for them, and the belief in the content from different websites becomes a problem.

In order to stand out in the highly competitive market and to response to the development of e-commerce and technology, postpartum care center and baby-care-related businesses have begun to focus on online services, providing consumers with audio and video materials, online education and online shopping service., etc. However, because of the high cost of construction, there is still a lo of space for growth in the industry.

First, in order to realize the real conditions about postpartum care centers, baby-care-related companies and consumers, this study analyzed the current situation of postpartum care industry in Taiwan. And the study will proposed improvements through Value Creation Cycle(VCC) and Vision-Position-Scenario model(VPS) to create a more convenient and more economical business model.

並列關鍵字

Value Creation Cycle ； Vision-Position-Scenario model ； postpartum care center ； platform ； Economic of Scale

參考文獻

英文文獻

Chang-Sung Yu, “A Novel VCC and Business Model for Designer Entrepreneurs”, Global Business & International Management Conference, August 2012, Portland, OR, USA.

Chang-Sung Yu, “VCC-Value Creation Cycles”, Business Model Innovation, Lecture Notes, National Taiwan University, 2012.

Chang-Sung Yu, “VPS-Vision, Positioning and Scenario”, Business Model Innovation, Lecture Notes, National Taiwan University, 2012.

Chang-Sung Yu and Ju-Nan Chang, “The Dilemma and Resolution of ODM/OEM in Global ICT Industry”, Global Business & International Management Conference, July 2013, Vancouver, Canada.