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| Title: | 醫療領域之破壞性創新：以遠距心理諮商為例
Online counseling: an example of disruptive innovation in healthcare |
| Authors: | 鄭致道
Cheng, Chih-Tao |
| Contributors: | 宋皇志
Sung, Huang-Chih
鄭致道
Cheng, Chih-Tao |
| Keywords: | 破壞式創新
遠距心理諮商
通訊心理諮商
心理諮詢
行動健康
移動健康
商業模式
Disruptive innovation
Online counseling
Online therapy
Mobile health
Business model |
| Date: | 2020 |
| Issue Date: | 2021-02-01 14:05:20 (UTC+8) |
| Abstract: | 破壞式創新就是以較簡單、較便利、較低價的產品，瞄準低端市場，之後再逐步進攻主流市場。遠距心理諮商符合破壞性創新的特徵，雖然缺少面對面實體諮商的某些優點，但利用其較低價與便利的服務，能夠吸引到原本不是使用者的族群，而逐步滲入市場。
國內很早就有張老師、生命線這一類的非面對面心理諮商，2019年也通過了通訊心理諮商相關辦法，為以文字或影音對談的遠距心理諮商，提供了法令依據，雖然行動商務心理介入方案發展得較中國慢，但也有已開發完成的案例。本研究進行文獻回顧、資料收集、以及專家訪談，利用「平安好醫生、「簡單心理」、以及國內「遠距抱抱」作為個案來分析，介紹其發展沿革、功能特色、與商業模式。
遠距心理諮商符合平臺經濟雙邊市場的特徵，具有跨邊網絡效應，也會透過減免價格敏感度較高的使用者之費用，以達到平臺成長的目標。平臺雖然以遠距心理諮商抽成為主要收入來源，然而可能不足以產生盈餘，因此，目前大多透過線上線下結合、加值服務、以及銷售其他相關產品，期待達到獲利的目標。遠距心理諮商要進入主流，成為成功的治療與商業模式，必須符合實證醫學、嘗試各種方式提供服務、採用市場策略來推廣和傳播、並根據監測數據和回饋來持續進行品質改善。
Disruptive innovation targets the low-end market with simpler, more convenient, and lower-priced products. Moreover, it manages to gradually enter the mainstream market. Online counseling or online therapy shares the characteristics of disruptive innovation. Although it lacks some advantages of face-to-face counseling, its lower-priced and convenient service can attract people who are not originally users and may further diffuse through the market.
Non-face-to-face counseling, such as Teacher Chang and Lifeline, has been existing in Taiwan for years. In 2019, relevant measures for online counseling were also passed to provide a legal basis for online therapy via text or video chat. Although the development of mobile psychological intervention in Taiwan is slower than that in China, cases are available on the market. This study conducted a literature review, data collection, and expert interviews. I used “Ping An Good Doctor,” “Jiandan Xinli,” and “FarHugs” as examples and introduced their development histories, functional characteristics, and business models.
Online counseling platforms conform to the characteristics of the platform economy’s two-sided market through the presence of cross-side or indirect network effect. Moreover, by attracting users with higher price-sensitivity using subsidies, online counseling platforms can achieve their goal of platform growth. However, online counseling may not be enough to generate a surplus relying on revenue share as the main income source. Hence, currently, most of these platforms are expected to achieve profit goals through online to offline integration, value-added services, and sales of other related products. For online counseling to enter the mainstream and become a successful treatment and business model, it must produce evidence-based medicine, try various ways of providing services, adopt market strategies for promotion and dissemination, and continue to improve quality based on monitoring data and feedback. |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932162 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108932162 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100067 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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