美容醫學產業商業模式之研究

The Research About Business Model of Aesthetic Medicine Industry.

賴盈蒔(Ying-Shih Lai)

指導教授 ： 陳秀足 ； 蔡展維

國立屏東科技大學/管理學院/時尚設計與管理系所/碩士(2016年)

摘要

近年來隨著美容醫學的消費者需求量攀升迅速驚人，使得許多企業主紛紛投入大筆資金，讓美容醫學市場蓬勃發展。特別是近年來隨著收入的增加，越來越多人有能力花費於美容醫學相關服務及療程，也對這種美容醫學行為接受度逐漸升高。但有別於傳統醫療產業，美容醫學有著非必要性之醫療行為之特色，也因此其商業模式與傳統醫療產業有著很大的不同。
本研究嘗試以質性研究中之深入訪談法及行動研究法對處於美容醫學產業此競爭激烈與環境變化迅速之維格醫學美容中心進行個案研究。經與受訪者的個人訪談，將其所敘說的經驗故事，整理成商業模式故事圖，並透過故事圖之探討以了解其經驗，管理方式與背後所隱含的管理意涵，進而發展出一套可供美容醫學產業參考之經營準則。

關鍵字

商業模式 ； 美容醫學 ； 醫學美容 ； 行動研究

並列摘要

With the rapid growing demand in aesthetic medicine in recent years it has driven countless entrepreneurs to invest tremendous of funds into the business and prospered the development of aesthetic medicine. Particularly, as the income improves along the years, more people are capable of affording cosmetic related services and therapies and in the meantime, the acceptance for this type of aesthetic medical practice has gradually ascended. Distinct from the traditional medical industry, aesthetic medicine owns a characteristic of non-necessity medical practice, therefore there is a wide range of dissimilarity in business model between the two.

This study attempts to probe the relationship between the fierce competition in aesthetic medicine industry and the fast changing environment by conducting a case study on Vigor Beauty clinic through the use of the in-depth interview and the action research in the qualitative research. After collecting all the experience narrated by the subjects, the data is assorted into a story-like diagram of business model in order to examine and comprehend its experience, management and the essence of its management so as to come up with a comprehensive management standard for aesthetic medicine industry as a reference.

並列關鍵字

Business Model ； Aesthetic Medicine ； Action Research

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