醫美市場對於醫療設備之選擇影響因素探討－以博而美公司醫美部門為例

Factors Influencing the Selection of Medical Equipment in Aesthetic Market–A Case Study of TBMS Aesthetic Department

彭建文(Chien-Wen Peng)

指導教授 ： 劉立倫

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700067

摘要

由於健保制度實施的影響，導致自費市場逐漸興起，在快速變化的醫美市場環境中，代理商對於醫療設備要考量那些因素去選擇才能發掘具有前瞻性的產品進而為公司創造獲利？
本次研究以博而美國際股份有限公司醫美部門為個案探討對象，將醫療設備之選擇影響因素的層級架構，設計出符合 FAHP的問卷格式，再委託各項專家填寫，計算出其權重之比例。在其權重部分以市場環境最為重要(0.494%)，其次則是供應商之條件(0.217%)，再來則是產品特性(0.162%) 、代理條件 (0.070%) 以及最後的與部門與現有產品產生綜效性 (0.057%) 。我們得知市場大環境之影響甚鉅，倘若沒有一個穩定的經濟狀況及個人具消費力之條件，即使有不錯的產品也乏人問津。
上述構面及準則可做為醫美部門在未來規劃創造出更寬廣的產品涵蓋面，增加業務單位之銷售籌碼。若選擇的產品是符合現有團隊之核心競爭力及核心市場，將會產生莫大的綜效，也可以讓醫療產業在選擇購買設備時作為參考指標。

關鍵字

醫學美容 ； 醫療設備選擇 ； FAHP ； 專家訪談

並列摘要

As a result of the health care insurance system implementation influence, causes the patient pay market to emerge gradually, in the fast change medical aesthetic market environment, the business agent must consider these factors regarding the medical equipment to choose the potential product then to create the profit for the company?
This research take the aesthetic department of TBMS company as case discussion object, choice influence factor the medical equipment level construction, designs tallies the FAHP questionnaire form, again entrusts each item of expert to fill in, calculates proportion of its weight. The most important in its weight part by the market environment (0.494%), next is condition of the supplier (0.217%), again comes is the product strength (0.162%), the proxy condition (0.070%) as well as final has the synthesis effect with the department and the existing product (0.057%).We knew the environment influence the market seriously, if does not have a stable financial circumstance and the individual consumer buying power condition of, even if has the good product also has no opportunity to sell.
The above construction factor and the criterion might do for aesthetic Department create the broader product coverage in the future plan and increase sale chip.If chooses the product is conforms to core of competitive power and the core market of current existing team, will be able to have the greatest synthesis effect, also might let the medical industry when the choice purchase equipment will take the norm for reference.

並列關鍵字

Aesthetic ； The medical equipment choice ； FAHP ； The expert interview

參考文獻

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26. 台灣醫療產業概況 工研院 2015

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