輔助及另類療法產業創新策略之研究－以台灣某芳香療法公司為例

The Study of Innovation Strategy for The Business of Complementary and Alternative Medicine– The Case of An Aromatherapy Company in Taiwan

郭梅蘭(Mei-lan Kuo)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

二十一世紀以預防醫學為主流，對醫療保健的需求也相對提高，許多傳統療法在經過科學實證後逐漸被肯定。輔助及另類療法在新世紀醫療照護中受到關切，目前使用輔助及另類療法結合現代醫學及預防醫學的理念，已蔚為潮流且被廣泛的應用。現代人生活壓力大，導致身心失衡、賀爾蒙分泌失調，芳香療法能促進神經細胞機能的恢復、幫助解除身心疲憊、加強免疫系統等。目前在產、官、學、研界的積極合作與發展之下，也獲得更高度的肯定，因而帶動相關健康產業的蓬勃發展。但目前市售精油品質良莠不齊，許多精油供應商對精油的標示混淆不清，正派的精油進口商或供應商，常常被廉價的化工合成香精油打的招架無力。過去眾多的專家學者致力於精油使用方法及療效的研究，證實有其正面的效果，但芳療業者在市場展露性與拓展銷售業績上，並無太大的實質助益。
如何區隔市場、創造差異化，結合不同專業領域的企業結盟，運用有效的資源整合，以最適當的創新策略，來增加知名度與提高其競爭優勢，以研擬台灣芳療產業未來的發展方向，創造新的學術議題及新的商業機會，乃為本研究最主要的目的。因此，本研究運用競爭優勢策略分析模式，透過問卷調查進行分析與探討，找出芳香療法產業的關鍵成功因素，驗證策略意圖、策略目標及執行方案的可行性，使所得結果供組織推衍未來發展方向之競爭策略，同時提升其競爭能力。

關鍵字

創新策略 ； 精油 ； 芳香療法 ； 輔助及另類療法

並列摘要

The Preventive medicine is the mainstream in the 21th century. While the Medicare requirement is relatively raised, many traditional therapies are empirical affirmed by the science progressively. The complementary and alternative medicine are concerned in the Medicare of new century. Complementary and alternative therapies in health care in the new century are concerned. Current use of complementary and alternative therapies combined with modern medicine and the concept of preventive medicine is becoming the trend and is widely used. People nowadays live under big pressure and suffer from the mental unbalance and hormone imbalance. The aromatherapy is able to recover the neurocyte function and help to release the tired body and mind, and enhance the immune system. At present, it obtains high affirmation under the positive cooperation and development by industry, government, academic circles and research field. As a result, it promotes the vigorous development of the related health industry. But the qualities of essential oils are uneven in the market currently and there are many essential oil suppliers didn’t make clear indications. The decent essential oils importers and suppliers are severely hit by the cheap chemical mixture essential oil suppliers. In the past, even if there were many specialists devoted to the study of the application method of essential oils and curative effect and proved its positive effect, it didn’t make essence benefit for the sales of aromatherapy entrepreneur.
How to segment the market, create the differentiation, cooperate with the different specialized fields enterprise and make the effective sources integration to increase the popularity and raise the competition advantage by the suitable innovation strategy in order to draw up the future development aspect for Taiwan aromatherapy entrepreneur. This study aims at create new science subject and new business opportunity. Thus, this study uses questionnaires approach to investigate and analyze the key success factors by applying the competition advantage and strategy analysis models. To find the key success factory for aromatherapy entrepreneur, examining the feasibility of strategy intention, strategy target and the executive plan. Results are expected to provide to competition strategy for future development direction and enhance business competitiveness.

並列關鍵字

Essential oil ； Innovation strategy ； Complementary and Alternative Medicine ； Aromatherapy

參考文獻

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