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중국 의료미용 수요자를 위한 전문병원 서비스 개발 방향 연구

Study on Development of Special Hospital Service for Consumers of Medical Beauty Treatment in China

기초조형학연구 v.20 no.1 , 2019년, pp.395 - 407   http://dx.doi.org/10.47294/KSBDA.20.1.31
정원, 이명희
초록

As the standard of living has improved due to economic growth and cultural development, the modern people are trying to satisfy their needs for beauty. Also in China, as the demand on medical beauty treatment has increased, its market is rapidly growing, but there is lack of investigation on Chinese consumers’ potential requirement. Thus, the purpose of this study is to grasp the current state of the medical beauty treatment market of China, excavate consumers’ potential requirement, and suggest the direction of service development reflecting Chinese medical beauty treatment consumers’ requirement. The current state of tangible and intangible types of medical beauty treatment service was examined through field investigation, and a survey was conducted on the choice elements of medical beauty treatment and medical beauty treatment service targeting 508 consumers of medical beauty treatment. As a result of the analysis, most problems of medical beauty treatment service by special hospitals occurred in the stage of posting comments on plastic surgery, and consumers’ potential requirement was found in the stages of reservation, reception, consultation, and after consultation. As the stage of posting comments on plastic surgery is the last experience of the experienced and the first experience of consumers, the direction of the development of communication platforms for medical beauty treatment was proposed so that medical beauty treatment consumers, the experienced, and special hospitals could interact with one another attracting potential consumers.In addition, unlike the existing linear process, circular communication service direction was proposed so that the final stage and the beginning stage of medical beauty treatment could connect with each other and circulate again. This study expects that the consumers of the growing medical beauty treatment market in China could enjoy medical beauty treatment service more satisfactorily, and that the service experience of the experienced could make a win-win relationship with special hospitals providing medical beauty treatment.

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