醫療產業單科醫療連鎖經營之探究—以牙科經營為例

Franchising Management In Medical Industry-Using A Dental Surgeon As An Example

陳文哲(Chen Wen Jer)

指導教授 ： 蔡祥智

亞洲大學/管理學院/經營管理學系碩士班/碩士(2003年)

摘要

醫療產業是一個內需型的市場，由於進入障礙與投資成本較高，往往容易形成寡占的非自由競爭型式，不過就因為醫療產業封閉的特性，使得整體醫療產業的營運模式不容易受大環境景氣循環的影響，不論景氣與否，醫療保健支出每年都還是以15~20％的成長率在增加。
目前全球醫療產業的發展趨勢逐漸由獨資逐漸走向連鎖經營以拓展經營版圖，對於台灣的醫療產業將會有什麼樣的變化？本研究擬針對醫療單科經營（以牙醫為例）進行探討，連鎖經營的商業模式有利有弊，診所如何透過連鎖經營的方式提升競爭力；而為確保合作的成效，合作雙方是動用哪一些協調機制來處理合作中的問題。本研究採用個案分析法來分析單科經營模式在面臨體制環境巨幅變動之下，基層診所面臨來自中大型醫院強大的整合壓力時，所應採行的策略，本研究發現透過醫療儀器供應商與醫師的連鎖經營合作可以產生良好的效果；然而為保持合作關係的穩定，合作雙方必須要採行重要的協調機制以確保合作的成功。從研究中發現，合作雙方可以透過動用股權機制、行政管理支援、行銷管理支援、財務、稅務及法律規劃的機制來促成連鎖經營的成功。

關鍵字

單科醫療經營 ； 連鎖經營 ； 醫療產業

並列摘要

Medical industry is a closed market, which composed of a few firms, because of highly entry barriers and highly existing cost. However, the growth of medical industry remains stable due to its closeness increasing with the growth rate between 15-20%.
This study wants to explore the feasibility of franchising in medical industry, especially in dental clinics. Since the launch of medical insurance, the operating environment of dental clinics has changed greatly. General clinics face the integrating pressures from other hospitals which want to get synergy from integration. In this vein, dental clinics have to come up with solutions to meet the trends. In our study, we find that cooperating with medical suppliers is a feasible strategy. With the nature of complementarities, medical suppliers can donate their expertise in the form of cooperation, while doctors can focus on their medical professional. Therefore, through cooperation with different segments of medical industry, dental clinics can get better performance.
We adopt case study method to explore the significant coordination mechanisms in the cooperation relationships. We find that equity sharing, administrative management support, marketing support and legal consultants are key coordination mechanisms in building cooperation in dental clinics.

並列關鍵字

franchising management ； medical industry ； cooperation

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