醫學美容消費行為之探討

Consumer Behavior Discussion in Medical Cosmetic Industries

10.6838/YZU.2009.00022

楊悅君

醫學美容 ； 消費行為 ； Medical Cosmetic ； Buying Behaviors

元智大學管理研究所學位論文

2009年

碩士

陳家祥

繁體中文

醫學美容是近幾年來崛起的新興產業，它結合醫學的專業以及美容技能，提供顧客安全、優質有效的整合性服務。面對醫學美容競爭激烈的市場，該如何以創新經營策略來吸引顧客，應是最具關鍵的成功因素。 本研究探討桃園縣某區域教學醫院美容中心，整型美容科及皮膚美容科消費群之消費行為，透過文獻探討及實務經驗，設計問卷並採取立意抽樣(purposive sampling)法收集100份有效樣本。以SPSS15.0統計分析醫學美容消費者購買決策行為與生活型態、人口統計、價值觀變數之相關性進行分析，並將分析所得結果，提出行銷策略與建議。 本研究結果發現：醫學美容消費者以女性為主，資訊來源以親友及已進行過醫學美容的消費者介紹居多；而購買動機則是希望取悅自己並能增加自己自信心和優勢；評估醫學美容是以治療效果的好壞以及服務品質與售後服務完善為準則 ，最後，本研究根據研究結果提供管理者8項策略：1、雙向溝通、雙贏局面：事前做好溝通，才能將所有可能的風險降至最低。2、提升服務品質：讓服務流程標準化。3、顧客滿意經營：訂製客製化且專業性的產品與服務。4、提供多元化產品、跨產業合作：讓顧客可以在很短的時間內完成一系列量身設計的產品。5、女性顧客行銷：讓女人覺得貼心的服務是非常必要的。6、頂級服務、贏得顧客心：找出20%關鍵顧客。7、重視顧客抱怨：確保抱怨處理品質的一致化。8、提供硬體、軟體設備服務：提升消費者對醫療美容的信心度。以作為醫院行銷決策之參考。

Medical cosmetology is one of the fastest emerging professions in the last few years. It combines the specialties of medicine and cosmetology to provide the customer a safe, highly effective, and comfortable service. Facing the industry’s intense competition, innovation in the management strategy to successfully attract the customer is of utmost importance. This study discusses the consumer behavior, the reshaping cosmetology, and the dermatology department in a regional education institution hospital’s cosmetology center in the Taoyuan County through the practice experience, questionnaire and literature reviews. We collected 100 effective samples with purposive sampling method. Meta-analysis of the medical cosmetology customers’ purchasing behaviors and the life styles, the population statistics, and the value variable relevance were done with SPSS15.0. Depending on the results of analysis, we propose new marketing strategy and suggestion. These findings suggest that the medical cosmetology consumers are primarily females. The information was obtained from the relatives, friends and experiences of the customers. The purchasing motive are self-satisfaction and improve self-confidence and self-worth. Appraising the medical cosmetology is by taking the treatment result, as well as the service qualities, and the post-sale service as a criterion. Finally, this research provides the superintendent eight strategies: 1. Bi-directional communication and win-win situation: Good communication decreases risk; 2. Promote service quality and standardization of service flow; 3. Customer satisfaction: special made orders and tailored to each customer’s needs. 4. Provide multiplex product, cross industrial cooperation and enable tailor-made product to be available in a short time period; 5. Target female customers: Lets women think intimate service is extremely essential; 6. Top service, wins the customer’s heart, and discovers 20% essential customer; 7. Respect the customers’ complaints: Listen and process the needs of customers; and 8. Provides the hardware and software equipment service: Promote the consumers’ confidence in medical cosmetology is important in hospital marketing decision-making reference.

1. 李麗燕(2017)。開放陸客來台 對台灣醫美產業影響研究。淡江大學中國大陸研究所碩士在職專班學位論文。2017。1-90。