The Study of the Medical Aesthetic Market Effected the Strategic Decision of the Purchasing Behavior for Consumers

• Main Authors: Shen-chung Wu, 吳生忠
• Other Authors: Cher-Min Fong
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/geqdsg

碩士 === 國立中山大學 === 高階經營碩士班 === 97 === Taiwan National Health Insurance system by strictly controlling the total amount of health care, the combination of "Medical" and " cosmeic profession " of two Medical cosmeceutical business, medical institutions have been regarded as the most worthy of our efforts to the develop ment of one of the items at their own expense. In the past, Dermatological clinics and Plastic surgery specialist had the advantages of medical profession;"However, without strict legal restrictions, many medical cosmeceutical have mushroomed rapidly of the setting up, making the medical market is fiercely competitive. In this study, Kaohsiung area for more than 18 years of age to study the population of the research parent body, in the consumer behavior theory and the basis of related literature, the use of EBM model structure, using purposive sampling survey method,Issued a total of 400 questionnaires were obtained 375 valid samples, survey data will be analyzed through statistical methods to explore the demographic variables of consumers, the medical knowledge of beauty, consumer characteristics, the purchase decision-making, purchase of consumer behavior analysis, and differences between single-factor analysis of variables, found that the majority Kaohsiung area women, unmarried women and young mature women,Service industry or business people, college education, monthly income of 2 - 4 million is to become the mainstream of medical cosmetic treatment; accept satisfactory cosmetic medical treatment have 78% will come back to hospital for treatment or to introduce relatives and friends therapy; no accepted medical cosmetic experience in the survey of 184 people, 167 people will consider accepting a medical cosmeic treatment, these are exciting message. This study was designed to explore the consumer demand for medical cosmetic treatments, in the hope of providing for medical cosmetic in the foreseeable future in the marketing strategy formulation and marketing of develop the reference, Blue Ocean strategic thinking in order t o find out the value and innovation in medical cosmetic business model, offering consumers value for money and high quality medical cosmetic, to find their own market position, and avoid vicious competition, and create consumer demand and expansion of medical cosmetic market.