醫生是臺灣社會中備受矚目的專業群體之一，在臺灣史研究中具有重要且獨特的位置。然而，在眾多豐富的臺灣醫生歷史人文研究中，關於醫療的本業—開業行醫之研究卻相對稀少。本文以橫跨二戰前後臺南佳里地區的知名知識分子，同時也是在地重要開業醫吳新榮為研究對象，透過分析其近來出版的日記全集及其他文本，探討這位小鎮醫師的行醫生涯。本文認為從「醫療市場」視野觀之，醫業實為開業醫師日日關切之所在，亦是醫療史研究中不可或缺的一環。藉著分析吳新榮的醫業，本文發現二戰前後，臺灣開業醫收入並非穩定豐厚，而是需要妥善經營方能長久。此間，有兩個經營概念特別值得注意：關切在地社會脈動的「地盤」經營，以及強調與病家緊密互動的「往診」。此外，醫業之興衰也與時代背景息息相關，舉凡氣候、景氣、戰爭及傳染病等，皆會影響醫療市場、求診人數以及醫師收入。戰後臺灣醫療體制的激烈變革，包括從業人員激增、綜合醫院和勞工保險的興起，也深遠影響了開業醫的日常診療實作。

Doctors have been recognized as the first modern and the most prestigious profession in Taiwan and have received much attention from historians and other scholars in the humanities. Surprisingly, there have been few studies on doctors’ main occupation, i.e. their daily management of their medical practice and medical enterprise. Using “medical market” as the principle research approach and focusing on Goo Sin-îng, a famous Taiwanese intellectual and doctor from the late colonial period to early postwar period, this article details the daily medical practices of this township doctor. This research reveals that simply being a doctor did not promise a stable and wealthy life; rather, a successful medical practice required proper management and business concepts. Two important concepts are discussed in detail: the establishment and maintenance of “territoriality,” and the skills and tools for making quick and timely “home visits.” In addition to the practitioner’s own efforts, this article argues that medical business fluctuated with the immediate historical context, and could be greatly affected by weather, economic conditions, war, and infectious diseases. The rapidly changing medical environment after World War II, including the expansion of the number of medical practitioners, and the rise of specialists, general hospitals, and labor insurance, also changed the way doctors managed their daily medical practices profoundly, as seen in Goo Sin-îng’s case.

醫療市場；醫業；往診；醫療實作；醫療保險

medical market; medical business; home visit; medical practice; medical insurance