Abstract
The domestic medical cosmetic industry has already got into the saturated market, therefore, many medical cosmetic centers attract the customers by reducing the price. A different business strategy is necessary in order to outshine others in the vehement competition of the medical cosmetic market.
This research adopts questionnaire survey of medical cosmetic consumers and using case study of three medical cosmetic centers. The quantitative result shows that “convenience” is the most important factor of “reconstruction boundary in the market” when customers choose a medical cosmetic center. However communication and explanation are most important factors to customers in the service innovation aspect before announcing new products and treatment. In order to understand whether the operational strategy can match with customer’s value, interviewing the individual cases of medical cosmetic centers is necessary since the quantitative study only reveals the consumers need. Case A attracts the related customers of medical cosmetic and cultivates more loyal customers by “reconstruction boundary in the market” of value innovation and “service innovation”, to make the performance gradually growing. Case B makes use of the strategy of reconstruction boundary in the market and creates the new need for customers resulting in enlarging the market of medical cosmetic industry and an obstacle for the competitors to enter this field at the same time. Case C attracts a lot of customers by “breaking free from the product life cycle”, and enlarges the market of medical cosmetic industry to achieve the goal of reconstruction boundary in the market and increase the growth rate of operational performance.
The result shows the convenience is most important considering factor for consumers. Therefore the business operators should design the treatment combination which must satisfy the customer’s “one stop shopping” and convenience. It is suggested that adopting “reconstruction boundary in the market” and “service innovation” strategy can match with the customer’s value in order to run a medical cosmetic business and increase the customer’s purchasing willing for the medical cosmetic business. The results presented in the thesis can be a guideline for the medical cosmetic business operators.
Key words: Medical cosmetic, service innovation, value innovation, reconstruction boundary in the market, customer’s value.
