| 摘要: | 歷史的鴻溝劃分了兩岸的交流，無法分離的民族性在時間的演譯下，也逐漸開放大陸與台灣的之間接觸。近年，隨著中國經濟的起飛，陸客除了追求健康以外，更加注重完美的外在，而台灣優質的醫療環境已是有口皆碑，不僅具有優秀的醫療專業人才，也在大陸設置臺資醫院，陸客對台灣的醫療模式深具信任，因此來臺進行醫療美容觀光的人數速成長，而醫美這塊大餅也是亞洲各國爭相競爭的區域，在醫療觀光各國政府紛紛祭出行銷的方式，如印度積極擴充高級儀器、新加玻推廣管家式賓至如歸的單一便捷窗口、泰國以五星級度假式醫院進行one-stop shop、韓國利用影視巨星級及降低稅收做為號召、馬來西亞推廣我的第二故鄉概念進行醫療美容觀光行銷，台灣則以優惠的價格來應對這些追求美麗外在的人群。
本研究採量化問卷調查，發現吸引陸客來臺醫美消費的因素以收費低為優先考量，會再次想消費的因素則以技術性為主要因素，綜觀臺灣憑藉著一流技術跟優惠的價格，快速打響全球醫美知名度，接著開放了醫美簽證後，搭配大陸觀光客來臺，更加速了兩岸交流的速度。台灣在醫美價格及品質上對於中國大陸來說是具有相當的吸引力，醫務管理經驗及優異手術的技術奠定良好的醫療環境，然而兩岸在政策面的管理卻無規範，建議能制定客製化、便捷的行政流程，另外，擴展具有國際醫療的人才庫，才能突顯及因應醫療美容觀光。
In the past, the history broke the connection between China and Taiwan . However, because of the inseparable national character, after a period, the government has gradually opened up the communication and connection between the both sides. In the recent years, with the blossom of China''s economy, customers who come from China not only pursue their health but also focus on perfect appearances. And, Taiwan is known for its high-quality medical environment; for example, Taiwan not only has the excellent medical professionals, but also starts to expand the medical branches in China. Therefore, China’s customers express their trust to Taiwan’s medical model on the rapid growing number of visitors to Taiwan for medical cosmetic. What’s more, the medical-cosmetic market is also a competitive field among the Asian countries. After a lot of countries launch the medical cosmetic tourism marketing strategies, such as India’s high-level instruments, Singapore promoting the convenient butler service, five-star resort-style hospital in Thailand for one-stop shop, South Korea using the film celebrities and reducing taxes as a call, Malaysia using the concept of “my second hometown” to promote, and Taiwan exerting a preferential price to satisfy those people who focus on beautiful appearances.
In this quantitative survey research, we found that the main factor of attracting customers from mainland China to come to Taiwan for the medical cosmetic is the lower price, and the main factor which lets those customers want to consume again is the factor about the technical issues. Therefore, Taiwan quickly gets the good global reputation with preferential prices and good technology. With the opening of the medical-cosmetic visa with the tourist, it speeds up the communication between Mainland China and Taiwan. Without a doubt, Taiwan has more attractive price and quality than Mainland China in the medical cosmetic market with the medical experiences of management and excellent surgery techniques that establisha good medical environment. Nevertheless, there isn’t any policy of management between Taiwan and Mainland China. Therefore, I recommend that developing the customized and convenient administrative process can be the solution. Besides, expanding a database including international medical talents, which can highlight and respond to medical cosmetic tourism. |
