美容醫學產業在轉換經營權下組織再造與改變之道：以某美容醫學診所為例

本研究初以回顧組織變革之文獻，展開一系列個案公司內部運營現況分析，對現正面臨危機窘境的某美容醫學診所進行訪談，運用個案分析與企業診斷的研究方法徹底了解內部實際運轉過程，再以不影響營業額的狀況下研擬出專屬的變身計畫，將理論與實務整合，強化核心競能之際也建立後續成長動力。訪談之個案公司為該事業領域的領先者，且同時擁有足夠的規模（年營業額）及歷史，經由個案公司職位高、年資久之經理授意後，方能與其執行長及各單位部門之主管訪談，願意撥出寶貴的時間和提供內部的核心思想，對於本研究的結果與討論，深具意義。研究顯示個案公司所面臨的組織管理瓶頸為產業進入成熟期，同業間無一不以削價來增加銷售數量，既面臨連年營收萎縮又正值經營權轉換之際，為了繼續生存不得不徹底進行內部整頓，故利用Kotter於2002年所提出的組織變革理論，協助個案公司提振士氣、重拾員工們的服務熱忱並拯救業績，改革半年後，初步評估其成效有正向的趨勢，經分析後理出個案公司進行變革之關鍵成功因素為：（一）目標設立時，勿好高騖遠，確實將願景提出與員工溝通、分享（二）上位者對變革態度有恆心、毅力，對變革的需求具敏銳度，願意賦予同仁權限（三）以顧客的角度思考，視病猶親，誠心瞭解其需求（四）將業績指標納為組織系統的一部分，造成內部的良性競爭、教學相長（五）善用資訊科技系統，節省管理成本（六）建立完善的內部溝通管道，鼓勵表達意見（七）員工樂於學習新事物、勇於創新，且教育訓練參與度高（八）員工對於組織變革之內容接受度、配合度高，互相提醒彼此，變成一種正向風氣除給予個案實際建議外，相信本研究結果將可提供美容醫學產業經營者關於組織變革管理的策略與方向，亦可提供對此產業有興趣之專家學者作為研究參考，將有重大之參考價值。關鍵字：美容醫學產業、個案分析、企業診斷、組織變革

關鍵字

美容醫學產業；個案分析；企業診斷；組織變革

並列摘要

This study first reviews the literature about organizational change, then extends to of series of analysis on internal business operation of corporation case to conduct the interview with an aesthetic medicine clinic which is facing operation crisis. By applying the research method of case analysis and management consulting, one can thoroughly comprehend the actual internal operating status and develop the exclusive transformation project while not affecting the business revenue for the company, to enhance the core competitiveness and establish further growth dynamic by integrating theoretical and practical aspects. The case corporation of this interview is the leader of the field of such industry with sufficient scale (annual revenue) and history. The interview is conducted with the CEO and chiefs of each division after acquiring the approval from the veteran and senior manager of the case company. Their voluntary on providing their precious time and core thinking about the company internals has contributed a lot to the discussion and conclusion of this study. The bottleneck of organizational management the case company is facing is that the industry has entered into the phase of maturity in which the industrial peers are increasing their sales by cutting the price. The case company has to conduct the overall internal adjustment in order to survive since the company is experiencing shrinkage of revenue in successive years and transition of right of management. Therefore, the Organizational Change Theory that Kotter presented in 2002 is here applied to promote the morale of the case company and rebuilt the employees’ passion to serve as well as reviving the revenue. It is primarily estimated that the result has a positive trend after six months of the reformation. The key factors for the success of changing of the case company are categorized as below after analyzing: 1. Make no unpractical outlook after setting the goals and be sure to share and communicate with employees about such goals 2. Perseverance is required for decision makers’ attitude toward changing as well as sensitivity on demand of change and willingness to provide authorization to colleagues 3. To sincerely understand customers demand by putting itself at their positions 4. Include the performance indicators as a part of organizational system to create virtuous internal competition for mutual growth 5. Make good use of information technology system to reduce management cost 6. Establish efficient internal communication channels and encourage the expressions of comments 7. Employees are willing to learn new knowledge, dedicate to innovation and with high rate of participation of educational training 8. Employees are highly accepting and complying with the organizational changing while reminding each other to form a positive atmosphere Besides practical suggestion from the case, it is believed that the result of this study can provide strategy and guidance about organizational change management to the managers of aesthetic medicine industry, as well as serving as the reference for researchers interested in this field with important values. Keywords：Aesthetic medicine industry、Case analysis、Management consulting、Organizational change

並列關鍵字

Aesthetic medicine industry ； Case analysis ； Management consulting ； Organizational change

參考文獻

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美容醫學產業在轉換經營權下組織再造與改變之道：以某美容醫學診所為例

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