Title page for etd-0523115-092908


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URN etd-0523115-092908
Author I-feng Sun
Author's Email Address No Public.
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Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Strategy for Plastic Surgery Clinics Entry into Second-tier Cities
Date of Defense 2015-05-11
Page Count 80
Keyword
  • Medical cosmetology
  • Second-tier city
  • Strategic positioning
  • Abstract In Taiwan, the acceptance of cosmetic surgery of people is growth. Most cosmetic surgery clinics seem to gather in the densely populated metropolitan cities such as Taipei, Taichung, Tainan and Kaohsiung. Yet there is a new territory that everyone doesn’t enter. These are the 2nd tier cities and the surrounding areas which about twenty-thirty hundred thousand population, these areas such as Pingtung City, GangsSan District, Yongkang District and Shanhua areas. Clinics which located in these 2nd tier cities should find a survival way in this niche market.
    This research is an individual case study. This case study emphasis on the development of the course events and the relevant factors with in-depth analysis of the facts, explain the reasons, and the solution or improving the rising issues.
    This case study comes from both intensive investigation and case-related information data collecting, including the clinical cases, the official medical websites, Facebook and medical clinics related personnel. In this process, the main interviews including clinics managers, physicians, nurses, beauticians and so on. In addition with a long observation at the clinics, we understand the main customer base, clinics style, service processes. After a comprehensive discussion with careful observation, the conclusion can be used as the main reference for the similar issues' decisions and judgments.
    The clinic operating strategy decisions started with the "integrated services": combining facial skin care, laser treatment, petit cosmetic surgery and cosmetic surgery to achieve maximum satisfaction.
    The business strategy aspects come from details of interviews and records in able to discuss its entrepreneurial background, conditions, policies and growth process, and conclude several distinct similar and competitive points within the medical cosmetic industry. The entrepreneurial and successful experience with the current situation and future development can be use to build a business mode in 2nd tier cities areas, so that the cosmetic industry and the public can be benefit from it.
    Advisory Committee
  • Tsai, Hsien-tang - chair
  • Chao-Cheng Chung - co-chair
  • Cher -Min Fong - advisor
  • Cher-Hung Tseng - advisor
  • Files
  • etd-0523115-092908.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2015-06-23

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