從商業生態系統觀點探討醫療觀光健檢產業

Using Business Ecosystem Theory to Analyze Medical Tourism Health Examination Industry

醫療觀光產值對國家貢獻許多，但醫療產業和觀光產業本為不同領域，故醫療產業和觀光產業結合及合作仍是產業發展重點。過去研究以異業結盟無強調跨產業結合，廠商間界定清楚下似乎不適用，而商業生態系統強調跨產業結合，較適合目前競爭產業現況探討。本研究主要以Moore於1993年所提出的商業生態系統理論（business ecosystem），採用質性研究中訪談法，以立意取樣方式進行研究，訪談醫療及觀光相關產業界具有工作經驗的11位專家。藉以探討醫療觀光健檢產業發展情形，了解商業生態系統醫療觀光健檢產業成員組成，並以商業生態系統特性及階段發展，做為醫療觀光健檢產業之商業生態系統現況及醫療觀光健檢產業之商業生態系統發展策略，以提供未來醫療觀光健檢產業發展建議，提升臺灣醫療健檢知名度、加強行銷推廣並維持及提升品質，以吸引更多國外民眾前來健檢。

Medical tourism has created profitable value for many countries. This sector contained medical business and tourism business which are two different industries. How to make this medical tourism sectors work together therefore became an important issue. Business ecosystem system was a new theory which has been applied in electronic business to induce greater effectiveness. So, we apply business ecosystem theory which was raised by the ecosystem specialist, Moore to analyze the medical tourism sector's development strategy especially for the health examination. This research uses the methods of qualitative studies by interview with the medical tourism specialists especially on health examination specialists. According to the interview results, there are four business ecosystem stages. We try to create the health examination industry business ecosystem development strategy for the health examination industry. This research would provide the guideline and effective strategy for the medical tourism health examination industry.