從神經行銷角度探討治療所行銷策略

本文嘗試從神經行銷學的相關文獻探討行銷成功的關鍵因子，希望藉由客觀影像數據和傳統問卷等研究方式的結合，找出較具影響力的因素，並從中延伸應用方法，結果顯示人的購買行為是由多個大腦區域共同協商而成，而且深受情緒主導，故治療所在行銷時，若能強調本身優點如一對一的治療，或許能活化伏隔核產生好感，改變對治療所的偏見，還有，男女性在選購物品時，女性多活化左後皮質，男性則右顳皮質區活化程度較高，故文宣廣告對女性，可以感性作為訴求，至於男性，或許可以藉由功能恢復、經濟能力等理性觀點出發，此外，從口耳相傳建立品牌形象也可以活化腦內獎賞回饋相關區域如前額中葉皮質、下楔前葉、和後側扣帶迴皮質。除了上述影響因素，治療師或許還需考慮信任、價格、談判等研究重點，與患者建立信任關係，培養人際溝通技巧，並採取一些溝通效果較為明顯的行銷方式，來吸引民眾踏進治療所大門。

關鍵字

神經行銷學；治療所；復健；大腦；行銷策略

並列摘要

This paper intends to review neuromarkeing and marketing research to explore the influential factors in order to get consumers' attention and change their attitudes toward the therapeutic clinics. The results show that buying behavior is integrated by multiple brain areas and deeply influenced by emotion. If the therapeutic clinics can emphasize one-onone treatment, it may increase the activity of nucleus accumbens to have positive impression. During buying process, female's left posterior extrastriate cortex would increase activity while male increases activities of right temporal region. This implies advertisements may want to stress sensibility to females and rationality to males. Moreover, word by mouth to develop brand image can strengthen the activities of reward related areas such as mesial prefrontal cortex, inferior precuneus, posterior cingulated cortex. Therapeutic clinics may want to consider trust, price and negotiation. By building rapport with consumers, developing social skills, and choosing marketing strategies with strong communication effects, it would change consumers' attitudes toward positive and increase consumers' motivations to use the service.

並列關鍵字

Neuromarketing ； Therapeutic clinic ； Rehabilitation ； Brain ； Marketing strategy

國際替代計量

從神經行銷角度探討治療所行銷策略

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