| Summary: | 碩士 === 國立臺灣大學 === 醫療機構管理研究所 === 96 === Background and objective：Globalization makes the medical service can be provided through trade. Gradually the trend of outsourcing of medical services creates the medical tourism market. This study explore the Asian medical tourism industry by secondary data collection, analysis the competitive environment which Taiwan face,, and evaluate the competitiveness. Additionally, by the development of business model to understand the operation of medical tourism in Taiwan. Finally, according to the outcome, the researcher give some suggestions to cases and Taiwan about medical tourism.
Method：There are two parts in this study, the first one is the analysis of Asian medical tourism industry by sub-gathering. The other is the exploration of business model by literature review and depth-interview.
Conclusion: By the analysis of medical tourism industry in Asia, baby boomer is considered a target group in the future of wellness tourism. Healthcare tourism of the kidney will grow gradually in the future. Medical insurance payments in U.S. and the problem of waiting list in UK, they will be great markets of Medical travel. On the supply side of medical tourism, the Asia is the fast-growing region in the world and "language" is the key factor of the distribution in the Asian market. According to competition analysis, the performance of Singapore is better, and the performance of Taiwan is middle. Finally, on the global development of medical tourism related issues, the Government plays a vital role.
In case study, case-by-case comparative analysis of business models, the value of content, target market and the internal capacity in operation are similar .But in proprietary level, the value of content and the internal capacity to highlight the competitive advantage by different medical tourism are still different. In terms of competitive strategy, when medical service is higher, reliability and quality will be essential elements to maintain competitiveness.. In financial factors, because the market of Taiwan has not opened, the cases are more conservative. Finally in the comparison of development model, ,the operators of wellness tourism are more active, and the medical travel is viewed as the growth of business volume in order to create long-term revenue .
Suggestion：1. The wellness tourism could add Chinese medicine products. 2. The healthcare tourism market of kidney should remain the value of "convenience" and accompanying care staff. Besides, the market could be extended to other dialysis centers. 3. Medical travel in Taiwan must choose a benchmarking to learn how to market themselves in the world and enhance the medical accessibility overseas. 4. The development strategy of medical tourism in Taiwan should view the medical travel as the core, ascertain Taiwan''s target markets, and expand marketing channels actively. In order to access to the trust of consumers, we have to show the brand image of medical quality in Taiwan among Asian countries.
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