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題名 觀光醫療商機中創新商業模式之探討:以健檢產業為例
Study of New Business Model for the Medical Tourism in Taiwan: A Health Examining Business Orientation作者 黃巧雯
Huang, Chiao Wen貢獻者 陳桂恒
Chan, Keith K. H.
黃巧雯
Huang, Chiao Wen關鍵詞 觀光醫療
健檢
創新商業模式
Medical Tourism
Health Examining Business
Business Model日期 2012 上傳時間 2-九月-2013 15:33:57 (UTC+8) 摘要 觀光醫療已經是亞洲各國極力發展的重點產業，也是台灣近來積極發展的重點產業之一，而在亞洲觀光醫療產業發展上，各國也各自發展特色醫療，如治療目的的重症醫療（關節置換或器官移植等）、美容目的（醫美整形、變性手術）或鎖定預防醫學族群（健康檢查或spa等），而在台灣醫療服務業於健保發展多年下，已具備足夠醫療實力及服務品質，然台灣醫療業者在面對健保赤字及多項管制下，多年前已開始發展自費高單價健檢服務，且已有既定鎖定台灣內需市場之商業模式。本研究目的為探討在觀光醫療商機中，以健檢產業為發展主軸之發展策略及商業模式。主要以台灣已發展健檢產業良好之業者為個案，來探討其現行商業模式作為觀光醫療方向之延伸可行性，本研究透過文獻分析及個案業者訪談之研究方法，來了解觀光醫療產業中健檢產業之商業模式，並由業者角度提出期待政策需求，並進一步提出對業者及政府之建議。 本研究從全球觀光醫療發展狀況及台灣健檢醫療個案以商業模式分析，並業者訪談，研究結果顯示：一、觀光醫療是亞洲各國發展重點，但台灣政策仍缺乏有力行銷策略來拓展國際知名度。二、大陸高階市場具成長潛力，鎖定高階服務，台灣優質健檢醫療有利基。三、業者以因應健保困境而建立的商業模式，延伸至觀光醫療市場，但舊有商業模式似乎對新市場吸引力道不足。四、台灣觀光醫療品牌之國際形象，仍有待建立，政府應快速指派專責單位整合政策配套與民間資源，作聚焦性行銷。 依據個案研究及訪談結果，針對政府及業者分別提出未來建議方向：建議政府需盡速成立專責單位針對觀光醫療政策作更好的整合，透過資源整合將台灣醫療打造國際品牌形象，而在發展政策上，政府不可僅仰賴自由經濟示範區中的國際醫療專區規畫來發展觀光醫療產業，現階段健康檢查是目前台灣業者在觀光醫療相關服務項目中建構最完整的領域，政府應該針對業者提出中短期的配套政策來鼓勵及支援，讓業者更能於現有基礎下，有更有的發揮空間。而對於業者則建議應該重新檢視目前的商業模式，重新了解目標消費者需求，將服務流程再作創新後，聚焦目標大陸市場後，掌握商機。
Medical Tourism is one of the key developing industries in Asia countries, also the major developing industry in Taiwan these years. Asia countries focus on specific fields of medical tourism, such as the treatment of severe medical symptom (joint replacement or organ transplant etc.), cosmetic purposes (plastic surgery, sex reassignment surgery) or preventive medicine (health examining, or spa, etc.). Taiwan has established a complete medical environment to provide sufficient service and capability due to the experience of the National Health Insurance. However, the financial defect of National Health Insurance system results in financial deficit of National Health Insurance. The operators of hospital and clinics have been developing own expense health examination in Taiwan’s local medical market to face the situation. This study aimed to explore business opportunities in medical tourism, especially in the health examining orientation. Cases in this study not only developed outstanding health examining industry in Taiwan, but also owned the positive attitude to develop medical tourism. This study aimed to investigate extending feasibility of the current business model from the medical tourism perspective. This research investigates through the literature analysis and case study as the research methods to understand the business model of the medical tourism industry in health examining orientation. Besides, this research collects the opinions from operators’ point of views to present to industry and government. In this study, we investigated from the overview of the development of global medical tourism to the case study of Taiwan health examination. The preliminary results show: Firstly, medical tourism is the Asian countries development priorities, but Taiwan`s policy still lacks a strong marketing strategy to expand our international reputation. Secondly, China market with high growth potential, locked high service, high-quality health examination of Taiwan has niches. Thirdly, the established business model for Taiwan domestic market is not attracted to extending to the medical tourism market. Fourthly, the international image of Taiwan Medical Tourism brand is still needed to be established, Taiwan government should appoint a dedicated unit to integrate all resources to develop a focused strategy.Based on case studies and interviews, we provide suggestions to both industry and government. We suggest that Taiwan government should immediately appoint a dedicated unit to integrate all resources to develop a better strategy and establish the international brand of Taiwan medical service. About the policy of medical tourism, government shouldn’t only focus on the project of medical tourism zone of “Free Economic Zone” for future development. Till now, the best one of the services related to medical tourism in Taiwan is the service of health examination. Taiwan government should make a proposal for industry to encourage and support them to persistently invest in medical tourism. In addition, we suggest that industry should re-investigate the original business model. They could try to investigate the needs of target customer and re-structure the service process, then focus on target market-China to get the future opportunities.參考文獻 中文部分•吳明彥(2008)「台灣適合的醫療旅行發展模式」，「2008台灣醫療服務國際化企業模式及發展策略」國際研討會，2008年1月26日，義守大學，下載日期：2012/08/04，下載自：http://www.healthcare.isu.edu.tw/upload/83202/19/files/dept_19_lv_3_11855.pdf。•工業技術研究院(2012)：台灣國際醫療現況分析，下載日期：2012/07/15，下載自：http://edm.itri.org.tw/enews/epaper/10103/d01.htm。•劉宜君(2008)「醫療觀光發展之探討：論印度經驗」，中國行政評論，第十六卷，第二期， 第111-151頁•徐菲，陳婉麗(2006) 「印度醫療旅遊業的發展及其對我國的啟示」，南亞研究季刊， 第四卷， 第118頁•劉宜君(2008)「醫療旅遊與台灣永續發展之探討」，實踐大學「願景與整合─2008 兩岸政經文教學術研討會」研討會，2008 年 4 月 25、26 日，台北：實踐大學。•劉宜君 (2007) 「觀光醫療與國家競爭力之分析」，中華國家競爭力研究學會會員大會暨「海峽兩岸政府競爭力與治理績效」學術研討會，2007年 10月 27 日，台北：國立臺北大學民生校區。•王榛驛 (2007) 「 觀光醫療正如火如荼地在亞洲燃燒，具備優勢的我國須急起直追」，工研院 IEK-ITIS 計畫。•莊正中(2007) 「不可能的任務。談日本年金之財務危機與改革困境」。•高宜凡 (2007) 「泰國醫療，經濟起飛新翅膀」，遠見雜誌，第255 期，第 208-211頁。•行政院衛生署中央健康保險局(2011)：二代健保讓醫療利用更有效，下載日期：2012/07/14。http://www.nhi.gov.tw/二代健保讓醫療利用更有效pdf。•行政院(2007)「2015年經濟發展願景第一階段三年衝刺計畫」•洪子仁(2013)「台灣觀光醫療發展最後一哩路」，2013年1月15日，工商時報，第六版。•行政院衛生署網站：自由經濟示範區－國際醫療之規範說明，下載日期：2013/04/04，下載自：http://www.doh.gov.tw/CHT2006/DM/DM2_p01.aspx?class_no=25&level_no=1&doc_no=88049•揚全斌(2005)「日本「8020運動」、「健康日本21計劃」與「健康增進法」簡介」，牙醫界，第24卷1/2期、3期•游常山、黃漢華（2007）「體驗台灣健檢產業7大現象，醫療新大餅為740萬人健康把關」，遠見雜誌，4，63-70。•王素真 、洪耀釧 、林耀三 (2011)「影響民眾利用自費健康檢查之相關因素探討」，工程科技與教育學刊第八卷第二期，第320～329 頁。•蔡宗仁(2005)「台灣健檢產業創新商業模式之研究」，未出版碩士論文，國立台灣大學國際企業學研究所，台北。•蔡明達(2000)「市場資訊處理程序與組織記憶對行銷創新影響之研究」，未出版博士論文，國立政治大學企業管理學系，台北。•湯明哲(1978)「關係企業整合與控制功能之研究」，未出版碩士論文，國立政治大學企業管理研究所，台北。•馬克‧強生(2008)「企業與產業變革推手: 商業模式再創新」，哈佛商業評論：破壞式創新專刊。•馬克‧強生(2010)「白地策略－打造無法模仿的市場新規則」（林麗冠譯），台北市：天下遠見出版。英文部分•William Bies and Lefteris Zacharia(2007).”Medical tourism: Outsourcing surgery”, Mathematical and Computer Modelling, 46: 1144-1159.•Grennan, Troy (2003).” A Wolf in Sheep’s Clothing? 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Eisenhardt (1989). “Building Theories from Case Study Research.” Academy of Management Review, 14 (4), 532-550.網站部分•新加坡國際醫療網：http://www.singaporemedicine.com/cn/healthcaredest/sg.asp•行政院衛生署中央健康保險局網站：http://www.nhi.gov.tw/•健康人民2020網站：http://www.healthypeople.gov/2020/default.aspx•東京健康管理中心網站：http://www.pl-tokyo-kenkan.gr.jp/•財團法人醫院評鑑暨醫療品質策進會:http://www.tjcha.org.tw/FrontStage/index.aspx 描述 碩士
國立政治大學
科技管理研究所
100359014
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100359014 資料類型 thesis dc.contributor.advisor 陳桂恒 zh_TW dc.contributor.advisor Chan, Keith K. H. en_US dc.contributor.author (作者) 黃巧雯 zh_TW dc.contributor.author (作者) Huang, Chiao Wen en_US dc.creator (作者) 黃巧雯 zh_TW dc.creator (作者) Huang, Chiao Wen en_US dc.date (日期) 2012 en_US dc.date.accessioned 2-九月-2013 15:33:57 (UTC+8) - dc.date.available 2-九月-2013 15:33:57 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2013 15:33:57 (UTC+8) - dc.identifier (其他 識別碼) G0100359014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59271 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 100359014 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 觀光醫療已經是亞洲各國極力發展的重點產業，也是台灣近來積極發展的重點產業之一，而在亞洲觀光醫療產業發展上，各國也各自發展特色醫療，如治療目的的重症醫療（關節置換或器官移植等）、美容目的（醫美整形、變性手術）或鎖定預防醫學族群（健康檢查或spa等），而在台灣醫療服務業於健保發展多年下，已具備足夠醫療實力及服務品質，然台灣醫療業者在面對健保赤字及多項管制下，多年前已開始發展自費高單價健檢服務，且已有既定鎖定台灣內需市場之商業模式。本研究目的為探討在觀光醫療商機中，以健檢產業為發展主軸之發展策略及商業模式。主要以台灣已發展健檢產業良好之業者為個案，來探討其現行商業模式作為觀光醫療方向之延伸可行性，本研究透過文獻分析及個案業者訪談之研究方法，來了解觀光醫療產業中健檢產業之商業模式，並由業者角度提出期待政策需求，並進一步提出對業者及政府之建議。 本研究從全球觀光醫療發展狀況及台灣健檢醫療個案以商業模式分析，並業者訪談，研究結果顯示：一、觀光醫療是亞洲各國發展重點，但台灣政策仍缺乏有力行銷策略來拓展國際知名度。二、大陸高階市場具成長潛力，鎖定高階服務，台灣優質健檢醫療有利基。三、業者以因應健保困境而建立的商業模式，延伸至觀光醫療市場，但舊有商業模式似乎對新市場吸引力道不足。四、台灣觀光醫療品牌之國際形象，仍有待建立，政府應快速指派專責單位整合政策配套與民間資源，作聚焦性行銷。 依據個案研究及訪談結果，針對政府及業者分別提出未來建議方向：建議政府需盡速成立專責單位針對觀光醫療政策作更好的整合，透過資源整合將台灣醫療打造國際品牌形象，而在發展政策上，政府不可僅仰賴自由經濟示範區中的國際醫療專區規畫來發展觀光醫療產業，現階段健康檢查是目前台灣業者在觀光醫療相關服務項目中建構最完整的領域，政府應該針對業者提出中短期的配套政策來鼓勵及支援，讓業者更能於現有基礎下，有更有的發揮空間。而對於業者則建議應該重新檢視目前的商業模式，重新了解目標消費者需求，將服務流程再作創新後，聚焦目標大陸市場後，掌握商機。 zh_TW dc.description.abstract (摘要) Medical Tourism is one of the key developing industries in Asia countries, also the major developing industry in Taiwan these years. Asia countries focus on specific fields of medical tourism, such as the treatment of severe medical symptom (joint replacement or organ transplant etc.), cosmetic purposes (plastic surgery, sex reassignment surgery) or preventive medicine (health examining, or spa, etc.). Taiwan has established a complete medical environment to provide sufficient service and capability due to the experience of the National Health Insurance. However, the financial defect of National Health Insurance system results in financial deficit of National Health Insurance. The operators of hospital and clinics have been developing own expense health examination in Taiwan’s local medical market to face the situation. This study aimed to explore business opportunities in medical tourism, especially in the health examining orientation. Cases in this study not only developed outstanding health examining industry in Taiwan, but also owned the positive attitude to develop medical tourism. This study aimed to investigate extending feasibility of the current business model from the medical tourism perspective. This research investigates through the literature analysis and case study as the research methods to understand the business model of the medical tourism industry in health examining orientation. Besides, this research collects the opinions from operators’ point of views to present to industry and government. In this study, we investigated from the overview of the development of global medical tourism to the case study of Taiwan health examination. The preliminary results show: Firstly, medical tourism is the Asian countries development priorities, but Taiwan`s policy still lacks a strong marketing strategy to expand our international reputation. Secondly, China market with high growth potential, locked high service, high-quality health examination of Taiwan has niches. Thirdly, the established business model for Taiwan domestic market is not attracted to extending to the medical tourism market. Fourthly, the international image of Taiwan Medical Tourism brand is still needed to be established, Taiwan government should appoint a dedicated unit to integrate all resources to develop a focused strategy.Based on case studies and interviews, we provide suggestions to both industry and government. We suggest that Taiwan government should immediately appoint a dedicated unit to integrate all resources to develop a better strategy and establish the international brand of Taiwan medical service. About the policy of medical tourism, government shouldn’t only focus on the project of medical tourism zone of “Free Economic Zone” for future development. Till now, the best one of the services related to medical tourism in Taiwan is the service of health examination. Taiwan government should make a proposal for industry to encourage and support them to persistently invest in medical tourism. In addition, we suggest that industry should re-investigate the original business model. They could try to investigate the needs of target customer and re-structure the service process, then focus on target market-China to get the future opportunities. 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 、研究目的與問題 3 第三節 、研究範圍與限制 3 第四節 、研究目標與流程 4 第五節 、名詞釋義 5第二章 、文獻回顧及理論探討 7 第一節 、國際觀光醫療服務相關研究 7 第二節 、健康檢查相關文獻回顧 27 第三節 、波特鑽石理論 46 第四節 、創新商業模式相關文獻 48第三章 、研究設計與方法 59第四章 、資料分析與討論 66 第一節 、觀光醫療健檢產業鑽石理論分析 66 第二節 、商業模式分析之顧客價值主張 70 第三節 、個案商業模式分析 –新光醫院健康管理中心 74 第四節 、個案商業模式分析 –美兆健檢診所 81 第五節 、創新商業模式整合及現行醫療業者研討會回饋 90 第六節 、綜合論述 91第五章 、結論與建議 94 第一節 、結論 94 第二節 、建議 98 第三節 、未來研究方向建議 101第六章 、參考文獻 102 zh_TW dc.format.extent 1798363 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100359014 en_US dc.subject (關鍵詞) 觀光醫療 zh_TW dc.subject (關鍵詞) 健檢 zh_TW dc.subject (關鍵詞) 創新商業模式 zh_TW dc.subject (關鍵詞) Medical Tourism en_US dc.subject (關鍵詞) Health Examining Business en_US dc.subject (關鍵詞) Business Model en_US dc.title (題名) 觀光醫療商機中創新商業模式之探討:以健檢產業為例 zh_TW dc.title (題名) Study of New Business Model for the Medical Tourism in Taiwan: A Health Examining Business Orientation en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文部分•吳明彥(2008)「台灣適合的醫療旅行發展模式」，「2008台灣醫療服務國際化企業模式及發展策略」國際研討會，2008年1月26日，義守大學，下載日期：2012/08/04，下載自：http://www.healthcare.isu.edu.tw/upload/83202/19/files/dept_19_lv_3_11855.pdf。•工業技術研究院(2012)：台灣國際醫療現況分析，下載日期：2012/07/15，下載自：http://edm.itri.org.tw/enews/epaper/10103/d01.htm。•劉宜君(2008)「醫療觀光發展之探討：論印度經驗」，中國行政評論，第十六卷，第二期， 第111-151頁•徐菲，陳婉麗(2006) 「印度醫療旅遊業的發展及其對我國的啟示」，南亞研究季刊， 第四卷， 第118頁•劉宜君(2008)「醫療旅遊與台灣永續發展之探討」，實踐大學「願景與整合─2008 兩岸政經文教學術研討會」研討會，2008 年 4 月 25、26 日，台北：實踐大學。•劉宜君 (2007) 「觀光醫療與國家競爭力之分析」，中華國家競爭力研究學會會員大會暨「海峽兩岸政府競爭力與治理績效」學術研討會，2007年 10月 27 日，台北：國立臺北大學民生校區。•王榛驛 (2007) 「 觀光醫療正如火如荼地在亞洲燃燒，具備優勢的我國須急起直追」，工研院 IEK-ITIS 計畫。•莊正中(2007) 「不可能的任務。談日本年金之財務危機與改革困境」。•高宜凡 (2007) 「泰國醫療，經濟起飛新翅膀」，遠見雜誌，第255 期，第 208-211頁。•行政院衛生署中央健康保險局(2011)：二代健保讓醫療利用更有效，下載日期：2012/07/14。http://www.nhi.gov.tw/二代健保讓醫療利用更有效pdf。•行政院(2007)「2015年經濟發展願景第一階段三年衝刺計畫」•洪子仁(2013)「台灣觀光醫療發展最後一哩路」，2013年1月15日，工商時報，第六版。•行政院衛生署網站：自由經濟示範區－國際醫療之規範說明，下載日期：2013/04/04，下載自：http://www.doh.gov.tw/CHT2006/DM/DM2_p01.aspx?class_no=25&level_no=1&doc_no=88049•揚全斌(2005)「日本「8020運動」、「健康日本21計劃」與「健康增進法」簡介」，牙醫界，第24卷1/2期、3期•游常山、黃漢華（2007）「體驗台灣健檢產業7大現象，醫療新大餅為740萬人健康把關」，遠見雜誌，4，63-70。•王素真 、洪耀釧 、林耀三 (2011)「影響民眾利用自費健康檢查之相關因素探討」，工程科技與教育學刊第八卷第二期，第320～329 頁。•蔡宗仁(2005)「台灣健檢產業創新商業模式之研究」，未出版碩士論文，國立台灣大學國際企業學研究所，台北。•蔡明達(2000)「市場資訊處理程序與組織記憶對行銷創新影響之研究」，未出版博士論文，國立政治大學企業管理學系，台北。•湯明哲(1978)「關係企業整合與控制功能之研究」，未出版碩士論文，國立政治大學企業管理研究所，台北。•馬克‧強生(2008)「企業與產業變革推手: 商業模式再創新」，哈佛商業評論：破壞式創新專刊。•馬克‧強生(2010)「白地策略－打造無法模仿的市場新規則」（林麗冠譯），台北市：天下遠見出版。英文部分•William Bies and Lefteris Zacharia(2007).”Medical tourism: Outsourcing surgery”, Mathematical and Computer Modelling, 46: 1144-1159.•Grennan, Troy (2003).” A Wolf in Sheep’s Clothing? 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