以關係行銷理論探討醫美產業共創價值之研究

Abstract

本研究旨在探討如何透過關係行銷來建立醫美產業中代理商、醫院與醫生之間的長期合作關係，並共創五種價值。醫美產業面臨快速變化和高度競爭，B2B關係行銷成為提升競爭優勢的關鍵策略。本文分析了關係行銷中關係、公平性、承諾與信任的重要性，並共創出功能性、情感性、社會性、知識性和情境性五種價值。這些價值的共創，有助於構建穩固的合作基礎，實現各方的長期共贏。功能性價值確保產品和服務的質量與可靠性；情感性價值通過聯繫和關懷增進忠誠度；社會性價值提升聲譽；知識性價值滿足專業學習需求；情境性價值彰顯專業實力。這些價值結合使關係行銷在醫美產業中發揮了重要作用，促進了長期互惠的合作。企業應提前告知合作夥伴產品的優缺點，提供建議和支援，以增強理解和信任，降低風險，提高決策質量。使用網絡社群平台提高信息透明度，增強合作夥伴的信任和忠誠度。共創價值需要雙方具備技術和資源整合能力，有共同意願實現目標，並通過持續互動和交流來創造更大價值。因此，價值共創是一個跨組織的管理議題，強調合作策略和價值社群的重要性。代理商、醫院與醫生通過持續的溝通、教育培訓、行銷支持和產品活動，增強合作關係，提高競爭力，共同創造價值。

This study aims to explore how relationship marketing can establish long-term partnerships among agents, hospitals, and doctors in the medical aesthetics industry, and co-create five types of value. The medical aesthetics industry faces rapid changes and intense competition, making B2B relationship marketing a key strategy for enhancing competitive advantage. This paper analyzes the importance of relationship, fairness, commitment, and trust in relationship marketing, and co-creates functional, emotional, social, knowledge, and situational values. The co-creation of these values helps build a solid foundation for cooperation and achieve long-term mutual benefits.Functional value ensures the quality and reliability of products and services; emotional value enhances loyalty through connection and care; social value improves reputation; knowledge value meets the needs for professional learning; situational value showcases professional capabilities. The combination of these values makes relationship marketing play a crucial role in the medical aesthetics industry, promoting long-term reciprocal cooperation.

Enterprises should inform their partners in advance about the advantages and disadvantages of their products, provide suggestions and support to enhance understanding and trust, reduce risks, and improve decision-making quality. Using online community platforms to increase information transparency can enhance partners' trust and loyalty. Value co-creation requires both parties to have the ability to integrate technology and resources, a common willingness to achieve goals, and continuous interaction and communication to create greater value.

Therefore, value co-creation is an inter-organizational management issue that emphasizes the importance of cooperative strategies and value communities. Agents, hospitals, and doctors can strengthen their relationships, enhance competitiveness, and co-create valuethrough continuous communication, education and training, marketing support, and product activities.