台灣醫學美容微整形產業在中國的經營策略

How to Do Business in China? The Experiences of the Firms in the Micro Cosmetic Surgery Industry of Taiwan

黃煒庭(Wei-Ting Huang)

指導教授 ： 林霖

國立暨南國際大學/管理學院/高階經營管理碩士學位學程在職專班/碩士(2016年)

摘要

隨著科技進步與社會的高齡及少子化的趨勢，人類對抗老與外在容貌的要求更加重視，除了對自身內在健康的重視外，對於外在容貌也更加重視，也越來越有能力提高於醫學美容相關服務及療程的花費，對這種非必要性醫療行為接受度逐漸升高，進而推升醫學美容市場之發展契機，而醫美也悄悄的在世界市場中已形成新興的產業與各界重視的投資焦點。
本研究先從簡單介紹台灣醫學美容發展歷程，在探討台灣目前醫美市場現況，了解並分析目前台灣在該產業上所遇到的問題，進而以兩岸發展的觀點，評估台灣醫學美容產業在台灣的發展與兩岸醫美產業合作發展的可能性與限制，隨著醫學美容服務市場的擴大，了解中國對醫美醫師人力與醫美相關產品的需求及可能發展之契機。

關鍵字

醫學美容產業 ； 微整形 ； 中國大陸

並列摘要

As technology advances and trends of low birth rate and aging society, people regard anti-aging and appearances as important. In addition to health, nowadays people value appearances more than before and also have the abilities to consume more in medical cosmetic treatment and medical cosmetic related. People begin to gradually accept non-necessary medical treatment, and the opportunity proceeds to boost the development of medical cosmetic as well as marketing of medical cosmetic. Medical cosmetic has formed a sunrise industry in the world and has become the focus of investment.
This study starts to briefly introduce history of the development of medical cosmetic in Taiwan, and explore Taiwan's current status of the medical cosmetic marketing for understanding and analyzing the issue that the industry in Taiwan is experiencing. In the point of view of cross-strait development, this study focuses survey on the possibilities and limitations of development of medical cosmetic industry in Taiwan and development of medical cosmetic industry of cross-strait. With the expansion of medical cosmetic marketing, the purpose is to understand the opportunities and requirements of manpower and related products of medical cosmetic in China.

並列關鍵字

Medical Cosmetic Markets ； Micro-Cosmetic Surgery ； China

參考文獻

一、中文部分

工商時報 (2010)。「人口高齡化有機美容商機大」。生技醫療A10版。

王明旭 (2006)。台灣醫療旅遊發展與市場定位探討。醫療時論，28（7），3-8。

王啟秀、陳文郎、陳芃蓒 (2011)。台灣發展醫療觀光服務業競爭優勢之研究。中華管理評論國際學報，1(14)，1-17。

王鈺鳳 (2011)。中國遊客對台灣醫療觀光的期望、品牌權益、知覺風險、決策影響因素與行為意圖之相關研究。國立高雄應用大學觀光與餐旅管理系碩士論文，未出版，高雄市。