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題名 遠距復健公司之商業模式研究-以A個案公司為例
Research on the Business Model of Telerehabilitation Company: A Case Study of Company A作者 吳紹慈
Wu, Shao-Tzu貢獻者 吳豐祥
Wu, Feng-Shang
吳紹慈
Wu, Shao-Tzu關鍵詞 遠距復健
商業模式
數位健康
Telerehabilitation
Business model
Digital health日期 2023 上傳時間 3-Oct-2023 10:43:39 (UTC+8) 摘要 根據台灣內政部公告表示，台灣於2018年正式邁入世界衛生組織所定義的「高齡社會」。隨著人口結構持續老化，復健醫療需求也會不斷攀升，許多專家學者都建議以新科技的介入解決傳統復健的諸多不便，因此「遠距復健」的概念進入了大眾的視野。然而「遠距復健」受限於缺乏適當的軟硬體設備、不穩定的資金、一般民眾的接受度等問題，全世界目前尚未有國家大規模的採用。 為了深究台灣遠距復健公司的商業模式，以及在不同發展階段時商業模式的轉化，本研究萃取了國外遠距復健與數位健康公司經營管理的核心概念、台灣醫療復健市場的特性，融入九宮格商業模式概念之中來設計研究架構。研究上選擇在台灣市場經營最具代表性的遠距復健公司「龍骨王」進行深入的個案研究。 本研究所得到的主要發現包括:遠距復健公司的目標患者會影響其收益流來源，而收益流亦會再反過來再影響其目標患者的決定，此目標患者的決定又進一步影響其新關鍵夥伴的選擇，最後，再影響到其關鍵活動中的產品優化活動。此外。對於遠距復健公司而言，無論其在哪個發展階段、或是能否透過健保取得收益，都會與其關鍵伙伴維持長期的良好關係。 本研究之價值在於同時結合商業模式的分析架構與遠距復健公司經營管理上的重要核心概念，深入探討遠距復健公司的經營模式，以及不同發展階段其商業模式之轉變。此外，本研究亦發現了遠距復健不同於過往文獻中所強調的特性，包括:「台灣的遠距復健公司未必有能力從事『遊說活動』，因此，轉而將重心放在成長策略的調整並積極開發新的目標患者」以及「對於遠距復健公司而言，『草創資金之獲取』未必是關鍵活動，而是會採取有效降低成本的策略以淡化缺乏資金所帶來的影響」 本研究最後並提出實務上的建議、學術上的貢獻以及後續研究上的建議。
According to the Taiwan`s Ministry of the Interior, Taiwan has officially entered the "aged society" defined by the World Health Organization in 2018. With the continuous aging of the population, the demand for rehabilitation will continue to rise. Recently, numerous experts have recommended the integration of new technologies to overcome the numerous challenges faced by traditional rehabilitation, thereby bringing the concept of "telerehabilitation" to the forefront of public awareness. However, telerehabilitation faces limitations such as inadequate software and hardware infrastructure, funding instability, and limited acceptance among the general population. As of now, there has been no widespread adoption of telerehabilitation at a global level. In order to delve into the business models of telerehabilitation companies in Taiwan and understand how these models evolve at different stages of development, this thesis considers the unique characteristics of Taiwan`s medical rehabilitation market and uses the Business Model Canvas as a framework for analysis to conducted a case study of "LongGood", the leading telerehabilitation company in Taiwan. Results indicate that the target patients of a telerehabilitation company can influence its revenue streams, and the revenue streams, in turn, can affect the decisions of its target patients. These decisions further impact the selection of new key partners, which ultimately affects the product optimization activities. Additionally, it is crucial for a telerehabilitation company to maintain relationships with key partners in all stage, regardless of not generate revenue through health insurance,. The significance of this study lies in offering an in-depth exploration of the business models of telerehabilitation companies and their transformation at different stages of development. Moreover, the study uncovers unique characteristics of telerehabilitation that diverge from previous literature. For instance, it reveals that telerehabilitation companies may prioritize the development of new target patients as a growth strategy because of inability to execute lobbying activities. Furthermore, this thesis challenges the notion that fundraising during the startup phase is a critical activity, as telerehabilitation companies employ cost reduction strategies to mitigate the impact of limited funding.參考文獻 英文文獻 Abraham, C., Nishihara, E., & Akiyama, M. (2011). Transforming healthcare with information technology in Japan: A review of policy, people, and progress. International Journal of Medical Informatics, 80(3), 157-170. Chen, S., Cheng, A., & Mehta, K. (2013). A review of telemedicine business models. Telemedicine and E-Health, 19(4), 287-297. Ehrenhard, M., Kijl, B., & Nieuwenhuis, L. (2014). Market adoption barriers of multi-stakeholder technology: Smart homes for the aging population. Technological Forecasting and Social Change, 89, 306-315. Fioratti, I., Fernandes, L. G., Reis, F. J., & Saragiotto, B. T. (2021). Strategies for a safe and assertive telerehabilitation practice. Brazilian Journal of Physical Therapy , 25(2), 113. Flick, C., Zamani, E. D., Stahl, B. C., & Brem, A. (2020). The future of ICT for health and ageing: Unveiling ethical and social issues through horizon scanning foresight. Technological Forecasting and Social Change, 155, 119995. Greenhalgh, T., Wherton, J., Papoutsi, C., Lynch, J., Hughes, G., Hinder, S., ... & Shaw, S. (2017). Beyond adoption: A new framework for theorizing and evaluating nonadoption, abandonment, and challenges to the scale-up, spread, and sustainability of health and care technologies. Journal of Medical Internet Research, 19(11), e8775. Haines, K. J., Sawyer, A., McKinnon, C., Donovan, A., Michael, C., Cimoli, C., ... & Berlowitz, D. J. (2023). Barriers and enablers to telehealth use by physiotherapists during the COVID-19 pandemic. Physiotherapy , 118 , 12-19. Hamel, G. (2000). Leading the Revolution Boston, MA: Harvard Business School Press. Hwang, J., & Christensen, C. M. (2008). Disruptive innovation in health care delivery: a framework for business-model innovation. Health Affairs, 27(5), 1329-1335. May, C.R., Finch, T.L., Cornford, J., Exley, C., Gately, C., Kirk, S., Mair, F.S. (2011). Integrating telecare for chronic disease management in the community: What needs to be done? BMC Health Serv. Res. 11 (1), 1–11. Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review. Magretta, J. (2002), What Management Is: How It Works and Why It’s Everyone’s Business. New York: Free Press. 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Anatomy of successful business models for complex services: Insights from the telemedicine field. Journal of Management Information Systems, 32(3), 75-104. Pruthi, S., Stange, K. J., Malagrino Jr, G. D., Chawla, K. S., LaRusso, N. F., & Kaur, J. S. (2013). Successful implementation of a telemedicine-based counseling program for high-risk patients with breast cancer. In Mayo Clinic Proceedings , 88(1), 68-73. Schiltz, A., Zabir, S., Rouille, P., Genestier, P., Ishigure, Y., & Maede, Y. (2013). Business model analysis of eHealth use cases in Europe and in Japan. Journal of the International Society for Telemedicine and eHealth, 1(1), 30-43. Shafer, S. M., Smith, H. J. and Linder, J. C., (2005). The power of business models. Business Horizons, 48(3): 199-207. Stähler, P. (2002). Business models as an unit of analysis for strategizing. In International Workshop on Business Models, Lausanne, Switzerland , 45(7), 2990-2995. Suso-Martí, L., La Touche, R., Herranz-Gómez, A., Angulo-Díaz-Parreño, S., Paris-Alemany, A., & Cuenca-Martínez, F. (2021). Effectiveness of telerehabilitation in physical therapist practice: An umbrella and mapping review with meta–meta-analysis. Physical Therapy , 101 (5), pzab07 Timmers, P., (1998), Business models for electronic markets, Electronic Markets, 8(2): 3-8 Webster, P. (2020). Virtual health care in the era of COVID-19. The Lancet , 395 中文文獻 洪啟盛. (2021). 遠距醫療在偏鄉醫療照顧的應用. 台灣醫學, 25(5), 634-642. 田羽晨. (2019). 原住民部落接待家庭之商業模式探討-以卓溪鄉部落接待家庭為例. 國立臺灣師範大學，未出版碩士論文. 許哲瀚, & 唐憶淨. (2008). 遠距居家照護的現況與未來. 台灣老年醫學暨老年學雜誌, 3(4), 272-285. 賴明弘, & 高姿宜. (2017). 以核心策略觀點探討自造者空間業者之商業模式. 科技管理學刊, 22(3), 1-29. 黃明國, 方秀珍, 許慧玉, 葉美杞, & 李秋慧. (2021). 因應 COVID-19 台灣遠距醫療應用探討. 醫院雜誌, 54(1), 15-23. 梁瑋倫, & 林昌賜. (2020). 智慧醫療的應用趨勢與商業模式.電機工程會刊, (創刊號 1), 60-67. 張慈映. (2004). 因應高齡化社會之需求探討我國未來產業發展機會-以遠距照護為例. 曾政光, 王芸, & 通信工程. (2002). 遠距居家照護之發展現況與趨勢. 工業技術研究院產業經濟與資訊服務中心出版. 潘信良.（2022）. 台灣復健專科醫師人力需求推估. 國立臺灣大學，未出版碩士論文.劉惟成. 劉惟成. (2013). Big Data 應用於網路口碑監測服務之商業模式研究-以意藍科技為例. 國立政治大學，未出版碩士論文. 鄭永琪. (2016). 居家遠距復健服務市場可行性分析.國立政治大學，未出版碩士論文. 魏文一. (2011). 台灣復健及物理治療經營策略與服務行銷探討. 國立台灣大學，未出版碩士論文. 網路資料 內政部，2018-04-10，老年人口突破14% 內政部：臺灣正式邁入高齡社會，內政部網站 https://www.moi.gov.tw/News_Content.aspx?n=2&s=11663 經濟部技術處，2016-10-12，從2016 HIMSS亞太年會看智慧健康醫療發展趨勢，經濟部技術處網站 https://www.moea.gov.tw/MNS/doit/industrytech/IndustryTech.aspx?menu_id=13545&it_id=78 台大康悅復健科診所，2015-02-07，何謂復健，台大康悅復健科診所網站 http://www.kangyue.com.tw/index.php?option=com_zwin_combo&act=news§ion=1&catid=5&itemid=1277 中山醫學大學附設醫院-護理部，2016-07-31，常見復健治療項目，中山醫學大學附設醫院網站 http://web.csh.org.tw/web/g31050/wp-content/uploads/2014/02/1470813113646.pdf 三軍總醫院，2016-02-01，復健醫學部工作手冊，三軍總醫院網站 https://wwwv.tsgh.ndmctsgh.edu.tw/files/web/192/contents/10051/070000-3-006_%E5%BE%A9%E5%81%A5%E9%86%AB%E5%AD%B8%E9%83%A8%E5%B7%A5%E4%BD%9C%E6%89%8B%E5%86%8A.pdf 世界物理治療師聯盟(World Confederation for Physical Therapy)，2015-02-07，Report of the world physiotherapy/inptra digital physical therapy practice task force，世界物理治療師聯盟網站 https://world.physio/sites/default/files/2020-06/WCPT-INPTRA-Digital-Physical-Therapy-Practice-Task-force-March2020.pdf 描述 碩士
國立政治大學
科技管理與智慧財產研究所
110364108資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110364108 資料類型 thesis dc.contributor.advisor 吳豐祥 zh_TW dc.contributor.advisor Wu, Feng-Shang en_US dc.contributor.author (Authors) 吳紹慈 zh_TW dc.contributor.author (Authors) Wu, Shao-Tzu en_US dc.creator (作者) 吳紹慈 zh_TW dc.creator (作者) Wu, Shao-Tzu en_US dc.date (日期) 2023 en_US dc.date.accessioned 3-Oct-2023 10:43:39 (UTC+8) - dc.date.available 3-Oct-2023 10:43:39 (UTC+8) - dc.date.issued (上傳時間) 3-Oct-2023 10:43:39 (UTC+8) - dc.identifier (Other Identifiers) G0110364108 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147731 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 110364108 zh_TW dc.description.abstract (摘要) 根據台灣內政部公告表示，台灣於2018年正式邁入世界衛生組織所定義的「高齡社會」。隨著人口結構持續老化，復健醫療需求也會不斷攀升，許多專家學者都建議以新科技的介入解決傳統復健的諸多不便，因此「遠距復健」的概念進入了大眾的視野。然而「遠距復健」受限於缺乏適當的軟硬體設備、不穩定的資金、一般民眾的接受度等問題，全世界目前尚未有國家大規模的採用。 為了深究台灣遠距復健公司的商業模式，以及在不同發展階段時商業模式的轉化，本研究萃取了國外遠距復健與數位健康公司經營管理的核心概念、台灣醫療復健市場的特性，融入九宮格商業模式概念之中來設計研究架構。研究上選擇在台灣市場經營最具代表性的遠距復健公司「龍骨王」進行深入的個案研究。 本研究所得到的主要發現包括:遠距復健公司的目標患者會影響其收益流來源，而收益流亦會再反過來再影響其目標患者的決定，此目標患者的決定又進一步影響其新關鍵夥伴的選擇，最後，再影響到其關鍵活動中的產品優化活動。此外。對於遠距復健公司而言，無論其在哪個發展階段、或是能否透過健保取得收益，都會與其關鍵伙伴維持長期的良好關係。 本研究之價值在於同時結合商業模式的分析架構與遠距復健公司經營管理上的重要核心概念，深入探討遠距復健公司的經營模式，以及不同發展階段其商業模式之轉變。此外，本研究亦發現了遠距復健不同於過往文獻中所強調的特性，包括:「台灣的遠距復健公司未必有能力從事『遊說活動』，因此，轉而將重心放在成長策略的調整並積極開發新的目標患者」以及「對於遠距復健公司而言，『草創資金之獲取』未必是關鍵活動，而是會採取有效降低成本的策略以淡化缺乏資金所帶來的影響」 本研究最後並提出實務上的建議、學術上的貢獻以及後續研究上的建議。 zh_TW dc.description.abstract (摘要) According to the Taiwan`s Ministry of the Interior, Taiwan has officially entered the "aged society" defined by the World Health Organization in 2018. With the continuous aging of the population, the demand for rehabilitation will continue to rise. Recently, numerous experts have recommended the integration of new technologies to overcome the numerous challenges faced by traditional rehabilitation, thereby bringing the concept of "telerehabilitation" to the forefront of public awareness. However, telerehabilitation faces limitations such as inadequate software and hardware infrastructure, funding instability, and limited acceptance among the general population. As of now, there has been no widespread adoption of telerehabilitation at a global level. In order to delve into the business models of telerehabilitation companies in Taiwan and understand how these models evolve at different stages of development, this thesis considers the unique characteristics of Taiwan`s medical rehabilitation market and uses the Business Model Canvas as a framework for analysis to conducted a case study of "LongGood", the leading telerehabilitation company in Taiwan. Results indicate that the target patients of a telerehabilitation company can influence its revenue streams, and the revenue streams, in turn, can affect the decisions of its target patients. These decisions further impact the selection of new key partners, which ultimately affects the product optimization activities. Additionally, it is crucial for a telerehabilitation company to maintain relationships with key partners in all stage, regardless of not generate revenue through health insurance,. The significance of this study lies in offering an in-depth exploration of the business models of telerehabilitation companies and their transformation at different stages of development. Moreover, the study uncovers unique characteristics of telerehabilitation that diverge from previous literature. For instance, it reveals that telerehabilitation companies may prioritize the development of new target patients as a growth strategy because of inability to execute lobbying activities. Furthermore, this thesis challenges the notion that fundraising during the startup phase is a critical activity, as telerehabilitation companies employ cost reduction strategies to mitigate the impact of limited funding. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 論文結構 5 第二章 文獻探討 6 第一節 遠距復健 6 第二節 商業模式 15 第三節 遠距醫療產業的商業模式 22 第四節 文獻小節 25 第三章 研究架構與方法 27 第一節 研究架構 27 第二節 研究設計 32 第三節 研究流程 35 第四章 個案研究 36 第一節 公司介紹與發展階段 36 第二節 價值主張 39 第三節 關鍵活動 53 第四節 關鍵伙伴 61 第五節 獲利模式 66 第六節 個案研究彙整 68 第五章 研究發現與討論 71 第一節 價值主張 71 第二節 關鍵活動 73 第三節 關鍵伙伴 75 第四節 獲利模式 78 第六章 研究結論與建議 79 第一節 研究結論 79 第二節 實務上的建議 83 第三節 學術上的意涵與貢獻 85 第四節 未來研究與建議 87 第五節 研究限制 89 參考文獻 90 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110364108 en_US dc.subject (關鍵詞) 遠距復健 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 數位健康 zh_TW dc.subject (關鍵詞) Telerehabilitation en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Digital health en_US dc.title (題名) 遠距復健公司之商業模式研究-以A個案公司為例 zh_TW dc.title (題名) Research on the Business Model of Telerehabilitation Company: A Case Study of Company A en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻 Abraham, C., Nishihara, E., & Akiyama, M. 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