客戶甜蜜點之經營品質創新研究─以醫院經營為例;The Sweet Spot Strategy of Quality Innovation – A Case Study on Hospital

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/89560

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Title:	客戶甜蜜點之經營品質創新研究─以醫院經營為例;The Sweet Spot Strategy of Quality Innovation – A Case Study on Hospital
Authors:	陳美玲;Chen, Mei-Ling
Contributors:	高階主管企管碩士班
Keywords:	藥材源頭管理;魅力品質;數位轉型;Herb sourcing management;attractive quality;digital transformation
Date:	2022-07-06
Issue Date:	2022-10-04 11:45:35 (UTC+8)
Publisher:	國立中央大學
Abstract:	中國承數千年傳統醫學的經驗，已建立良好中藥材資源與中藥方劑使用經驗，形成中國傳統醫學的瑰寶；隨著高齡化社會及亞健康人口的年輕化，現代醫學從「治療疾病」逐步朝向「健康促進」的趨勢發展，中醫藥已經是世界傳統醫學的代表，具有獨特的醫療價值。本研究探討A製藥公司，應用創新與數位轉型，從顧客的痛點尋找服務優勢，經由公司內部資源與能力，將醫療產業藥局的作業從傳統人工的三讀五對，推向以系統為主的智慧化管理，導入AI創新技術，建構第一家智慧中藥局，結合了「中藥調劑管理系統」、「藥櫃燈號系統」、「AI藥品智慧分包設備」三大主要系統串連，翻轉中醫藥產業的智慧價值鏈。研究經由九大相互關聯因子的圖像九宮格，分別從目標客層、價值主張、通路、顧客關係、收益流、關鍵資源、關鍵活動、關鍵合作夥伴與成本結構等九項元素進行分析，讓公司的團隊明瞭，企業是透過提供客戶潛在關鍵的加值服務，讓客戶有深度的滿足與互動甜蜜感，並以科技創新和魅力品質特色，取得顧客對藥品價格與經營價值之間新的平衡點，來獲得收入與利潤，且改變市場訂價機制，翻轉傳統醫院藥品採購多以價低者得標的競爭劣勢，進而與客戶共創雙贏的新商業模式。;The treasure of Traditional Chinese Medicine (TCM) was established through the inheritance of thousand years of long history in traditional medicine, the well-established Chinese medicine resources, and experiences in using TCM formulas. The modern medical has been gradually developed from “disease treatment” to “health promotion” due to the aging society and young population of sub-health state nowadays. Thus, TCM has gained recognition worldwide for its unique medical value. This study examined how the business strategy was adopted by pharmaceutical company A in the extremely price-competitive market. This company has successfully created a competitive advantage with a new value chain of TCM industry through its technology innovation and digital transformation, as well as meet the customer’s needs in a way that rivals can’t. There are three intelligence management systems with AI innovation technology have been introduced to the hospitals, which include “TCM Dispensing Management System”, “Medicine Cabinet Lighting System”, and “AI Automated Medicine Dispenser”. This study also analyzed the key factors through a nine-square grid based on nine elements that include customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure. The strategic sweet spot was then determined by providing customers with the potentially key value-added services, technology innovation, feature of attractive quality, as well as to achieve the balance among the price and business value from the customers. This has changed the past market pricing mechanism, and has successfully overcome the weaknesses of low-price tender for the hospital with a new win-win business model.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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