門診醫療服務市場區隔之研究－以台北市為例

基於門診執業環境的愈加艱辛、聯合執業型態的興起與門診醫療服務市場日趨激烈的競爭，市場區隔的概念逐漸被醫療界所廣為應用，本研究希望透過目標行銷的概念，依市場區隔、目標行銷的步驟，第一步驟先將門診病患依追求利益變項為區隔基礎，進行市場區隔化，將原本一個異質性的市場劃分為若干個比較同質性的市場，然後藉由描述各區隔市場的特徵，瞭解各區隔市場的特性與需求，以便使各層級醫療機構管理者可根據本身的條件決定其目標市場策略，並評估各區隔市場的潛力，選定一個或數個區隔市場作為主要的行銷對象，並發展出具競爭性的定位和擬定合適、周延的行銷組合決策。本研究以台北市各層級醫療院所之門診病患為研究對象，以自行設計的結構式問卷訪問，共完成446份有效問卷。首先針對門診病思對於門診醫療服務屬性重視因素進行因素分析，共粹取出五個因素，包括「非醫師人員服務態度因素」、「時間及方便性因素」、「醫院因素」、「醫師因素」、「宣傳及價格因素」，然後應用集群分析方法，將整體樣本以因素分析所導出的追求利益變項為區隔基礎，區隔成五個同質之集群。研究結果發現門診醫療服務市場中的確有利益區隔市場的存在，每個區隔市場追求利益的傾向有顯著的不同，進一步以人口特性、就醫行為等變項描述各個區隔市場後，發現各區隔市場在年齡、婚姻狀態、教育程度、職業及面臨輕微疾病情境選擇之就醫層級之分佈有顯著的差異。最後，本研究根據各層級醫療機構的特性及研究發現，對醫療機構管理者提出制定行銷策略的參考建議。

關鍵字

門診服務；市場區隔；集群分析

並列摘要

Market segmentation is an important topic to both practitioners and researchers. In view of the increasingly competitive and rapidly changing environment, the concept of market segmentation has gradually been applied to the health care industry. According to target marketing theory, this study first has the benefit variable as the base to proceed market segmentation, in which a heterogeneous market is divided into several homogeneous markets. Then this study also presents the profiles of resulting market segments to make executives in the different levels of medical institutes to decide their marketing strategy and evaluate the attractiveness of each market segment. Thus they could select one or more market segments as their main marketing objects and propose a suitable and detailed marketing mix. A sample of 446 outpatients from different medical institutes in Taipei were interviewed by mean of the self-designed questionnaire. This study explored the importance that outpatients attach to various benefits available in ambulatory services. The importance ratings of the 446 respondents were factor analyzed to avoid redundancy in the data and to prepare it for subsequent cluster analysis. Rye factors including ”Staff service”, ”Accessibility”, ”Hospital”, ”Physicians” ”Promotion and Price” were analyzed. Next, the cluster analysis was used, so that the sample was divided into five homogeneous clusters by means of benefit variables as the base of market segmentation. Our findings support the proposal that distinct benefit segments are identifiable in the ambulatory services market. The clusters compare in term of the five factors and relative importance attached to each factor. The tendency to search for benefits in each market segment is obviously different. In addition, the demographic and behavior characteristics of the clusters and the results of chi square analysis were further discussed in this study. We find that the segments do differ meaning fully and statistically in age, marital status, education, occupation and the choice of different medical institutes in mild discomfort. Finally, the study provides some advice on marketing strategy formulation for the executives in the different levels of medical institutes.