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| 題 名 | 兩岸醫療旅遊產業之競爭策略分析=Analysis of Competitive Strategies in the Cross-Strait Medical Travel Industries |
|---|---|
| 作 者 | 鄭惠文; | 書刊名 | 貿易調查叢刊 |
| 卷 期 | 22:1 2011.06[民100.06] |
| 頁 次 | 頁35-66 |
| 分類號 | 992.8 |
| 關鍵詞 | 序列賽局; Bertrand競爭; 直線區位模型; 醫療旅遊; 國際醫療服務; Sequential game; Bertrand competition; Linear location model; Medical travel; International healthcare services; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 摘 要 本文採用直線區位模型描繪兩國非健保高自費國際醫療市場,並以 序列賽局建構兩國國際醫療機構之決策互動模型,藉以探討在兩國醫療 市場規模不同且醫療服務品質不同下,兩國國際醫療機構之價格競爭與 院址競爭行為。本文將研究結果應用於兩岸醫療旅遊產業之分析,得到 以下結論與建議:(1)當中國大陸民眾入出境台灣之交通費用愈小、入出 境台灣之相關費用以及行政手續等成本愈小、消費兩岸醫療服務產品效 用之差愈大、穿越中國大陸相較於穿越台灣的交通成本之差異愈大時, 愈有機會吸引中國大陸民眾至台灣進行醫療旅遊;(2)在Bertand 價格競 爭模式下,當中國大陸醫療市場的消費者人數為台灣的二倍以上,消費 台灣醫療機構醫療服務的效用大於中國大陸,但兩岸醫療服務效用之差 異,不會高於越過兩岸國際醫療市場總距離之交通成本與越過邊境成本 之總和,則兩岸國際醫療機構的最適院址為:各自設立在境內且距離對 岸醫療機構最遠的位置;(3)當中國大陸民眾入出境台灣之相關成本愈 小,或者消費台灣醫療服務之效用提高,將有利於台灣醫療機構抬高價格,且可達成兩岸國際醫療市場間之轉向消費與利潤移轉之效果,且當 消費兩岸醫療服務產品的效用之差異愈大時,前述轉向消費與利潤移轉 之效果亦愈顯著;(4)中國大陸民眾醫療需求的增加,對於兩岸國際醫療 機構而言,不論在醫療價格、醫療服務數量,以及利潤方面,均有正面 助益。 |
| 英文摘要 | Abstract This essay depicts the non-insurance high self-pay international healthcare markets in the two countries with the linear location model and constructs the interactive decision making model of Cross-Straits international medical institutions by sequential games to discuss the pricing strategies and competitive behaviors of international medical institutes in the two countries under the condition that the market scales and healthcare quality are different in two countries. This essay applies the results in the analysis of Cross-Strait medical travel industry and derives the following conclusions and propositions : (1) there are better chances of Taiwan medical travel appealing to Mainland Chinese when the transportation expenses of entering and departing Taiwan are less, when the relevant fees of entry into and departure from Taiwan as well as costs of administrative procedure are lower, when the differences of efficacy between Cross-Strait healthcare service product consumption are greater, or when the transportation cost differences between passing through China and passing through Taiwan are larger. (2) Under Bertrand competition, when Mainland China's healthcare market has twice as many consumers as Taiwan's, the consumption efficacy is greater in Taiwan than that in Mainland China, yet the efficacy differences between Cross-Straits healthcare services will not be higher than the sum of traffic costs for the total length in crossing Cross-Strait international healthcare markets and the costs for crossing the borders. Therefore the optimum locations of Cross-Strait international medical institutions would be the ones that are within their nationalterritory and farthest from the medical institutions across the strait. (3) Taiwan's international medical institutions can raise the price, and consumption shift and profit diversion effect between Cross-Strait international healthcare markets can be achieved when the costs of Mainland Chinese entering and departing Taiwan are lower, or when the consumption efficacy of Taiwan's healthcare service is enhanced. Also, when consumption efficacy differences between Cross-Strait international healthcare service products are larger, the aforementioned consumption shift and profit diversion effect will be more significant. (4) The increase in the Mainland Chinese' demand for healthcare service has positive effect on healthcare service pricing, healthcare service quantity, and also profit for Cross-Strait international medical institutions. |
本系統中英文摘要資訊取自各篇刊載內容。