觀光醫療產業經營模式之探討與分析以北部醫院為例

Medical tourism industry discussion and analysis of business model - A Case Study of Northern Hospital

吳美智(Mei-Chih Wu)

指導教授 ： 湯玲郎

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00042

摘要

由於受到創新觀念的影響，醫學界亦開始重視如何將醫院特色差異化，以適應當今環境改變之現象並尋求醫院的利基點。二十一世紀是全球化競爭及產業結構快速變遷的時代，當產業環境改變時，傳統的經營策略已經不適用。「觀光業」與「醫療業」皆為服務性產業，為突破健保支付制度的瓶頸，醫療院所也需要以服務創新為導向，開拓「觀光醫療」市場以醫療服務國際化開啟自費空間。因此醫療要如何透過結合兩種不同的產業，帶動內需產業及經濟成長。以創新思維，發展一個具有服務創新氣氛的觀光醫療是值得深入研究的議題。 本研究藉由相關文獻探討醫療觀光的服務模式，並透過個案研究與參與者進行晤談，整理相關資料後，進行彙集分析。以創新經營模式、SWOT分析及如何將醫院特色差異化，擬定整合之下，以服務創新模式進行架構分析，希望可以提供如何以創新經營模式將觀光醫療推廣發展至國際舞台。 本研究結論指出，將服務創新經營模式運用在觀光醫療異業結盟上，針對觀光客提供最尊榮的服務。讓觀光客在觀光醫療策略整合下享有感動服務，並經由客製化所提供的附加價值服務讓觀光客有不一樣的消費體驗，造就觀光醫療整合促使醫療不只是醫療、觀光也不只是觀光，才可真正同時滿足醫療與觀光之目的。透過資源整合，結合當地觀光文化，來推動觀光醫療，是最佳的服務創新方式，而醫療方面，則以發展高階健檢及特色醫療為最好的發展模式，來提升國家「觀光醫療」競爭力進而開創整個市場的新契機。

關鍵字

觀光醫療 ； SWOT分析 ； 創新經營模式

並列摘要

As a result of the impact of innovative concepts, the medical community has begun to pay attention to the difference of the hospital characteristics to adapt to today's phenomenon of environmental change and to seek hospital profit basis points. The twenty-first century is the globalization of competition and rapidly changing era of the industrial structure, when the industry environment changes, the traditional business strategy is not applicable."Tourism" and the "medical industry" are all service industries, and to break through the bottleneck of health care payment system, hospitals also need to service innovation-oriented, open up "medical tourism" market open to international medical services at their own expense space. So medical people need to use the same combination of two different industries and domestic industry and economic growth. Innovative thinking to develop an atmosphere of service innovation, medical tourism is a topic worthy of further study.
Through literature review this study medical tourism service models, and case studies through interviews with participants, the compilation of relevant information, the pooled analysis. A new business model, SWOT analysis and how to differentiate the hospital characteristics, under the proposed integration, service and innovation model architecture analysis conducted in the hope of a new business model on how to promote the development of medical tourism to the international stage.
The conclusion that the use of the service business model innovation and cross-industry alliance in medical tourism, the tourists with the most honor for service. For medical policy in the tourism tourists have moved under the integration services, and through customized value-added services provided to tourists are not the same consumer experience, created to promote integration of medical tourism is not just medical care, tourism is not just tourism, can truly meet the medical and tourism purposes. Through the integration of resources, combined with local tourism and culture, promote the future of medical tourism, is the best way to service innovation, and health care as if the development and characteristics of high-end medical health check for the best development model to enhance the state "medical tourism" competition force and thus create a whole new market opportunity.

並列關鍵字

medical tourism ； SWOT analysis and Business model innovation.

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