台灣發展醫療旅遊競爭優勢之探討-以Porter鑽石體系分析

The study on the competitive advantages of the development of Taiwan’s medical tourism based on Porter’s diamond system

葉步順(YEH, PU-SHUN)

指導教授 ： 張四明

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2010年)

摘要

政府於1995年3月開辦全民健康保險，健保收入成長有限下，相繼實施財務控管支付制度，醫院家數15年減少270餘家，減少達33%。醫院為求生存及永續發展，必須在國內激烈競爭市場外，另開創自費市場。國際醫療旅遊事業則是目前全球最具成長的產業，預估2011年，全球觀光醫療產業產值將達400百億美元。台擁有豐富旅遊資源、優質醫療品質、技術及合理醫療費用，在政府政策支持下，如何找到我們的競爭優勢，與國際間競爭，爭取醫療旅遊年400億美元商機，讓台灣醫療院所，旅遊觀光業再次看到春天的燕子。
本文採質化研究，透過「文獻分析法」與「深度訪談法」，蒐集文獻資料確認研究焦點、研究問題，利用Porter鑽石理論結合SWOT分析，探討台灣發展醫療旅遊與亞洲主要競爭國家，新加坡、泰國、印度比較是否具有競爭優勢？具有競爭優勢因素有那些？那些方面不足？機會在那？困難點及政府可協助之處？提供政府，醫療院所及相關旅遊觀光業參考，讓台灣在醫療旅遊世界潮流下，創造出國家競爭優勢。
經訪談後分析主要發現：台灣與主要醫療旅遊競爭國家，新加坡、泰國、印度比較時，華人市場為台灣發展醫療旅遊主要目標市場，我國具有華人市場的語言及地理位置優勢。台灣發展醫療旅遊最主要的機會，在兩岸關係改善，優先發展醫療保健旅遊並持續推動重症醫療；相較主要競爭國家，台灣醫療品質、技術及價格並不具特別吸引力；另，台灣應加強異業結合，國際行銷及加速相關法令修訂，以提昇競爭優勢。
主要建議共分以下三方面：(1)加速推動醫療旅遊專區設立，發揮群聚及拉拔效應；(2)醫療院所建立區域策略聯盟，推動醫療保健旅遊；及(3)積極修改醫療法，允許醫療廣告、及醫療院所公司化。

關鍵字

醫療旅遊；競爭優勢；鑽石理論；SWOT分析

並列摘要

Since the government initiated the national health insurance in March 1995, the insurance revenue has been very limited. Over the past 15 years, the number of hospital has been reduced to 270 by 33% due to the implementation of the payment control system. To maintain competitiveness and sustainable development, the hospitals must develop the self-paying market out of the fierce domestic competition market. The international medical tourism industry has experienced a rapid growth. In 2011, the output value of the international medical tourism is expected to be 400 hundred millions. As Taiwan has various travel resources, outstanding medical care quality and reasonable charges, how do the hospitals find their competitive advantages to compete with international competitors, also target on the 400 hundred million medical tourism business opportunities, and allow the tourism industry to regain growth with the support from government?
This study conducts a qualitative research by using “document analysis” and “in-depth interview”. Based on Porter’s diamond model and SWOT analysis, this study discusses the development of Taiwan’s medical tourism and also explores whether Taiwan has competitive advantages over its major competitors in Asia such as Singapore, Thailand and India. Further, the advantages, disadvantages, weaknesses and opportunities were given as references for government, medical organizations and the tourism industry to create Taiwan’s competitive advantages toward the international trend of the medical tourism.
Through the analysis of interview, it is found that Taiwan mainly targeted on Chinese market and has language and location advantages over its major Asian competitors Singapore, Thailand and India. However, it is very necessary for Taiwan to improve the cross-strait relationship, to prioritize the medical health travel, and continuously promote the critical care medicine in order to get more business opportunities in the medical tourism industry. Comparing to its major competitors, however, Taiwan does not have relative advantage of medical quality, expertise and price. Besides, Taiwan should enhance its horizontal alliance and international marketing and revise the relevant regulations in order to improve its competitive advantages.
The recommendations of this study have the following three perspectives: (1) speed up the construction of medical tourism area to develop the clustering and the pull through effects; (2) build strategic alliance among hospitals to promote medical care travel;(3) actively modify the medical law to allow the medical advertisements and the commercialization of medical organizations.

並列關鍵字

medical tourism； competitive advantages； diamond system； SWOT

參考文獻

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