- 學位論文
美齒模擬軟體銷售策略行銷分析
Strategic Marketing Analysis of the Sales Strategy of Cosmetic Tooth Simulation Software
摘要
台灣的牙科診所數量多且競爭激烈，尤其是以提供牙齒美觀療程為主的美齒診所，比起口腔功能性治療的牙醫診所，更需要良好的行銷策略與溝通方式，才能吸引到有美齒意願的病患前來進行療程，傳統上美學牙科診所在銷售前會使用的圖形工具軟體來呈現過往的治療案例，比較偏向是簡報方式的描述過往的成功案例，容易造成溝通上的理解不同、需要花更多的時間來完成療程問題的解說、處理客戶的抱怨甚至是醫療上的訴訟，因此個案公司，想透過開發一套專為解決此溝通問題的美齒模擬軟體，期望能取代既有使用的解說工具軟體，但在銷售過程中，業務人員非常辛苦的才能成交，無法引起公司設定有潛在需求的醫師之購買慾望。 本研究以策略行銷分析架構，拆解出美齒模擬軟體銷售策略現況問題，期望透過對現況問題的分析，引導出能改善影響行銷交換的外顯單位效益成本（C1）、買者資訊搜尋成本（C2）、買者道德危機成本（C3）與買者專屬陷入成本（C4）的銷售策略建議。
並列摘要
There are many dental clinics in Taiwan and the competition is fierce, particularly dental clinics that offer cosmetic dental treatments. Compared to dental clinics that offer oral functioning treatments, good marketing strategies and communication methods are required to attract dental aesthetics. Traditionally, dentists use graphic tools and software before sales to present past treatment cases. It is more inclined to describe past successful cases in the form of presentations, which can easily lead to different understandings in communication and take more time to complete the treatment problems. Interpretation, handling customer complaints and even medical litigation, so the Therefore, the case company wants to develop a cosmetic tooth simulation software to solve this communication problem, hoping to replace the existing ones. However, in the sales process, the sales staff worked very hard to close the deal, which could not arouse the purchase desire of dentists with potential demand. This research uses the 4C framework of strategic marketing analysis to analyze the problems of the cosmetic tooth simulation software in the sales strategy. It is hoped that through the analysis of sales problems, the cost of 4C （Buyer cost /Buyer Utility(C1), Information searching cost (C2), Moral hazard (C3) and Asset specificity (C4) ）can be reduced, and the transaction barriers of buyers and sellers can be reduced.