結合產後護理產業與醫療旅遊的創新商業模式
— 國際母嬰健康生活城規劃

本研究的目的在探討以「產後護理機構」產業與醫療觀光產業相結合來創造創新的商業模式之可能性。以游張松教授所提出的VCC價值創造循環理論作為理論架構的基礎，本研究探討台灣「產後護理機構」產業與醫療觀光產業之產業現況、環境、競爭情況以及其面臨的瓶頸進行分析。並由VPS創新價值循環觀點推導，得到產後護理產業與醫療觀光產業相結合之創新商業模式，並進行實體開發之案例的初步規劃--國際母嬰健康城，並評析其關鍵成功因素。本研究結果發現: 產業要產生創新商業模式，並非必定由單一產業再造而成，而可由許多相關產業串連而成，商業模式之創新的組成考量不再是單一產業為方向，更寬廣性的策略聯盟與整合會產生新興產業，全新的市場。本研究個案－國際母嬰健康生活城，將上述兩個醫療相關產業: 「產後護理機構」產業與醫療觀光產業相結合，創造出全新的一個產業，將原本僅有的醫療服務構面，延伸且涵蓋至「食、衣、住、行、育、樂」的全新服務範疇，來產生價值創造循環創新效益，並確立了醫療服務業的核心價值:科技、健康與創意。其運用的相關創新理論與研究方法可套用在各種產業上，未來應可針對其他產業之商業模式創新進行相關研究。

關鍵字

產後護理機構；醫療觀光；商業模式創新；價值創造循環

並列摘要

The purpose of this research was to explore the Innovative Business Model that Combines Postpartum Maternal Health Care and Medical Tourism. The main axis of constructing the content was based on the Value Creation Cycle theory raised by Professor Chang-Sung Yu from NTU Business School. The framework of this research embraced the description of postpartum maternal health care and medical tourism industry development, competitive environments, and weakness and treats they met. With the analysis, this research try to establish an innovation business model that combines postpartum maternal health care and medical tourism by VPS Innovation theory. Then briefly describe the planning of “The International Maternal and Child Health Care” and its main key to success. The main research findings stated below：to create an innovative business model, strategic alliance in cross-business links and business links could be a main key. The case this research studies combines these two medical service related industries: postpartum maternal health care and medical tourism industry to create a brand new industry that extend the service range from medical service to dieting, clothing, accommodation, transportation, education, and recreation in one. At the same time, confirm the core competence of medical service industry: Technology, Health, and Creativity. The theory and methods this research used can be a reference to explore an industry and the possibility of creation of an innovative business model.