The optimization decision marketing of medicial aesthetic clinic business

• Main Authors: Yen-Hui Tsai, 蔡燕慧
• Other Authors: Shu-Hsien Chen
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/56087872734690263679

碩士 === 中臺科技大學 === 健康產業管理研究所 === 99 === Humans pursuit of beauty was never stopped since ancient times. The acceptance of medical cosmetic and plastic surgery were increasing in recent years. According to the worldwide statistics in 2009, show that cosmetic procedure implemented a total of 186,355 in Taiwan, 1.1% of the world. New medical aesthetic clinics have been established, but there are many failures due to poor management. The reason is most physicians specialize in medical fields, for gradually transformed into service-oriented medical aesthetic clinics, not just the medical expertise, but also the need for good management. It’s showed in recent studies that in cosmetic medicine marketing, it’s required more attention to work on the relationships between customers and providers, and to provide diversified, innovative and different customer services. In Taiwan, the cosmetic medicine marketing is vigorous growing, but management of the cosmetic medicine marketing is just in the abstract level. This study helps to identify the optimal management strategies by analyzing the decision from the expert groups, then using the sensitivity analysis to approach the change of weight factor affect individual case. There are four dimensions in the analysis factor included 15 sub-items: Environment, Medical service, Marketing promotion and Business characteristic. Analytic Hierarchy Process (AHP) was used to analysis these factors and help to find out the optimal cosmetic medicine marketing. The result shows that customized service is the most important factor, which due to differentiation of products and attraction to customers. The success of cosmetic medicine marketing management is to build up the unique business characteristic. The main strategy of pricing and marketing management is increase the profit by lower the cost. Sensitivity analysis shows that the greatest disparity factor is medical service in these 3 cases.