連鎖牙醫診所營運模式與策略之研究

Abstract

本論文之研究旨在經由個案分析法，探討國維牙醫連鎖機構「Dr. Wells」在面對市場高度動態競爭的環境下，如何考量本身優勢作為與競爭者挑戰等各項主觀與客觀因素，擬定出一套可持久之策略定位。 緣自1992年，Dr. Wells的前身—「國維牙醫診所」誕生於天母忠誠路上，在曾育弘博士「喜歡微笑、創造微笑」的理念堅持下，Dr. Wells懷抱著創新優質的服務信念與國際級的醫療品質，逐漸萌芽擴展；期間Dr. Wells以堅定追求醫療品質的目標，是成為值得信賴的口腔醫療專家的關鍵。 因此，舒適安全的醫療空間、頂尖先進的醫療設備、不斷提升與創新的醫療技術、專業精進的醫師團隊都是Dr. Wells對自我的基本要求，並深切體會患者真正的需求與感受，珍視患者的每個意見與想法，讓每位患者留下溫馨美好的診療經驗；另外更積極投入各種與患者間溝通的管道，如就診前的醫療諮詢與診療後的關懷追蹤，獲取絕對信賴，藉此滿足患者身、心、靈的需求。這些以服務為導向的醫療品質，就是讓患者發自內心的幸福微笑『Miracle of Smile』。 Dr. Wells經過九年的成長與發展（2005-2013），已獲得牙醫界同業的肯定與客戶對品牌的認同，但是未來仍面對更艱辛的挑戰與業務推展。對於如何能賡續建立一個積極與活躍的行動列車，本研究期能透過相關理論與文獻的整理、公司內部主管（如診所院長）與現有客戶訪談分析，並兼以本身工作業務累積之長期產業經驗，綜合剖析此產業（牙醫連鎖加盟）所面臨的嚴峻競爭處境，最後針對Dr. Wells提出一套可持久之策略定位以繼續取得競爭利基優勢及保持穩定獲利。The current thesis is aimed at investigating and proposing a sustainable strategic position for the dental chain store, Dr. Wells. A case study approach is used as the research methodology to take into account multiple layers of subjective and objective influential factors, such as core strength and competitive challenge, in the highly competitive and dynamic marketplace. In 1992, Dr. Wells, formerly known as "Gwo-Wei Dental Clinic" was established on Zhongcheng Rd., Shilin Dist., Taipei. Dr.Sebastian Tseng founded this business with the motto: “Miracle of Smile". Dr. Wells was then successfully growing with the distinctive mission of delivering innovative and globally leading quality of dental care service. Persistent pursuit of high quality of medical care largely accounts for Dr. Wells’ public image of trustworthiness, especially by many fellow medical professionals. Consequently, Dr. Wells clinics are constantly maintained to a high standard for patient’s perceptions of clinic comfort and safety, top-notch medical equipments, continuous improvement and innovation in the treatment technology, and sophisticated professional team of dentists. The dentists and service personnel in Dr. Wells are well trained to deeply understand the patients' underlying needs and feelings, highly value every thought and opinion proposed by patients, and accordingly create warm and wonderful treatment experiences for every patient. In addition, to fully realize “Miracle of Smile”, Dr. Wells intensively enhances the service-oriented treatment quality in order to make patients extremely satisfied from the bottom of their hearts. For example, all types of communication have been well explored between the clinic and patients. Patients are well advised before the medical treatment and carefully tracked afterword. Not only physical and but also emotional needs of patients have been fully addressed and gratified with the facilitation of absolute trustworthiness of Dr. Wells. Dr. Wells has been well recognized by its patients and professional peers in the dental industry following nine years of growth and development ( 2005-2013). Still, there are many foreseeable monumental challenges that may impede expansion and profitability. The current research incorporates relevant theories and literature, interviews with top management (such as the Dean) and patients, and personal industrial experiences of mine in an attempt to incite the growing momentum of Dr. Wells in the highly competing dental industry. Thereupon a sustainable strategic position uniquely applicable to Dr. Wells is proposed in order to secure and intensify its competitive strengths and profitability potential.