The Value of Traditional Therapy and Its Market Orientation:The Care Study of Indonesia

• Main Authors: Chin-fu Yeh, 葉金福
• Other Authors: Hsiu-hua Pai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/pe657q

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 96 === The traditional therapy has been practiced for thousands years. It marks an easy approach to maintain health. The practitioners have accumulated the experiences and advanced their skills in curing diseases and alleviating pain or discomfort. Traditional therapy covers various aspects, and the most significant of all is "Tuina", a kind of massage therapy. The practitioners use their hands or arms to exercise the meridians and joints of patients. The massage can improve the blood flow and circulation of the Qi, which helps organs to have better function. The flow of blood transportation is more viscid than water. Such viscosity brings about difficulty regarding blood circulation. Meridian physiotherapy can improve blood circulation and help the body to fight against diseases and maintain health. Effective and therapeutic meridian physiotherapy techniques include: pushing, pressing, pinching, rolling, rubbing and shaking. After acupuncture, the discomfort can be relieved. The theory of meridian physiotherapy is different from the "Chinese medicine" or "Modern medicine"; it is the so-called traditional therapy, alternative therapy or natural therapy. This traditional therapy is functional and effective, and it can be a profitable industry if it is combined with innovative business management. Traditional therapy is neglected by the government and misunderstood by the public in Taiwan. If it can be transformed into a service industry, it can improve business opportunities by integrating with sports and leisure industries, tourism and healthcare. By doing so, a healthy society can be created. With the expected therapeutic effects and understandable therapies, the government shall formulate related regulations and service strategies for the traditional therapy industry, which manages and executes promotion and advertisements. A complete and comprehensive management mechanism is the key to success. In consideration of the geographic and humane concerns, government policies, public acceptance, economic development of major cities, product categories, professionalism and capabilities of practitioner, a new market can be approached. Service industry is an invisible asset, whose nature includes simultaneity, heterogeneity, and “perishability”. Traditional therapists provide services to relieve discomfort of patients in a Chinese system; however, the therapy is also related to Chinese culture. As a result, the nature of invisible service is significant and professionalism, attitude, reliability, quality, value, security and reputation are all crucial elements in designing a traditional therapy industry. The research aims at understanding the possibility of promoting the neglected traditional therapy, and analyzes the labor economics and public acceptance. It concludes with the viable approaches and analysis results. It is hoped that the value of traditional therapy can be rebuilt.