醫學美容服務創新與顧客價值關係之研究

A Study of the Relationships Between Service Innovation and Customers Value in the Medical Cosmetic Industry

孔繁麗(Stacy Fan-li Kung)

指導教授 ： 陳坤成

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

摘要
國內的醫學美容產業已經進入飽和狀態，許多業者用降價策略來吸引顧客。如何在競爭激烈的醫學美容市場中脫穎而出，需要與眾不同的經營策略。
本研究透過醫學美容消費者的問卷調查及三個醫學美容實例探討後，量化研究結果顯示，在重建市場邊界中的「方便性」因素是消費者選擇醫學美容中心時最重要考量項目；而服務創新方面顧客最重視推出新產品與療程前能事先溝通及解釋。因量化分析結果，只能反應消費者的需求，需要透過深入訪談實例個案，才能瞭解業者的經營策略，是否也能符合顧客價值。所以，從個案探討中得知A個案成功的利用服務創新，以及價值創新中的重建市場邊界策略爭取相關顧客群，並培養更多忠誠顧客，使得業績穩定成長；B個案利用重建市場邊界策略，創造顧客新需求，把醫學美容市場變大，同時又給同業競爭者製造一個進入障礙；C個案利用跳脫產品生命週期方法，大量招徠顧客，使市場規模擴大，以達到重建市場邊界及業績大幅成長之目的。
研究結果發現，消費者非常重視便利性。所以業者在設計醫學美容療程組合時，內容組合要一次滿足顧客需求，同時考慮組合療程的方便性。建議經營醫學美容採用服務創新、重建市場邊界的策略，才能符合顧客價值，增加消費者的購買意願。本研究結果可提供醫學美容業者之參考。

關鍵字：醫學美容、服務創新、價值創新、重建市場邊界、顧客價值

關鍵字

醫學美容 ； 服務創新 ； 價值創新 ； 重建市場邊界 ； 顧客價值

並列摘要

Abstract
The domestic medical cosmetic industry has already got into the saturated market, therefore, many medical cosmetic centers attract the customers by reducing the price. A different business strategy is necessary in order to outshine others in the vehement competition of the medical cosmetic market.
This research adopts questionnaire survey of medical cosmetic consumers and using case study of three medical cosmetic centers. The quantitative result shows that “convenience” is the most important factor of “reconstruction boundary in the market” when customers choose a medical cosmetic center. However communication and explanation are most important factors to customers in the service innovation aspect before announcing new products and treatment. In order to understand whether the operational strategy can match with customer’s value, interviewing the individual cases of medical cosmetic centers is necessary since the quantitative study only reveals the consumers need. Case A attracts the related customers of medical cosmetic and cultivates more loyal customers by “reconstruction boundary in the market” of value innovation and “service innovation”, to make the performance gradually growing. Case B makes use of the strategy of reconstruction boundary in the market and creates the new need for customers resulting in enlarging the market of medical cosmetic industry and an obstacle for the competitors to enter this field at the same time. Case C attracts a lot of customers by “breaking free from the product life cycle”, and enlarges the market of medical cosmetic industry to achieve the goal of reconstruction boundary in the market and increase the growth rate of operational performance.
The result shows the convenience is most important considering factor for consumers. Therefore the business operators should design the treatment combination which must satisfy the customer’s “one stop shopping” and convenience. It is suggested that adopting “reconstruction boundary in the market” and “service innovation” strategy can match with the customer’s value in order to run a medical cosmetic business and increase the customer’s purchasing willing for the medical cosmetic business. The results presented in the thesis can be a guideline for the medical cosmetic business operators.

Key words: Medical cosmetic, service innovation, value innovation, reconstruction boundary in the market, customer’s value.

並列關鍵字

Medical cosmetic ； service innovation ； value innovation ； reconstruction boundary in the market ； customer’s value

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