低風險性醫療器材之關係行銷研究－以H醫療器材公司產品為例

The Relationship Marketing Approach to Low Risk Medical Devices: A Case Study of H Company Products

華芝涵(Chih-Han Hua)

《科際整合管理研討會》 2015第18屆 (2015/06) Pp. 368-381

https://doi.org/10.6495/CIMBM.2015.026

摘要

本研究欲探討醫療器材關係行銷關鍵因素，並以實證調查分析關鍵因素對醫療機構、個人消費者、經銷商之相對重要性，獲悉三個客層需求之相似性與差異性，據以發展差異化行銷策略。運用分析層級程序法（AHP）經文獻回顧與專家判斷法建立層級架構，並針對具採購決策權之醫學中心護理長、經銷商負責人、個人消費者進行專家問卷調查，經分析探討得三個客層皆高度重視專業知識與道德行為，專業知識重要性最高，道德行為次之，社會性結合最低，而醫療機構最重視折扣、個人消費者最重視醫學知識、經銷商最重視長時間經營合作關係。據此建議銷售人員應運用知識管理豐富專業知識涵養、道德行為乃醫療器材產業之基石、醫療機構與個人消費者適用訴諸理性與務實的行銷方式、促銷策略不適用個人消費者市場、著眼醫療機構能帶來長期的銷售效益、採取區域獨家經銷策略與經銷商共創長遠利益。

關鍵字

醫療器材 ； 關係行銷 ； 分析層級程序法

並列摘要

This study aims to identify relationship marketing key factors that contribute to medical devices' sales performance, comprehend the similarities and differences between three markets, and develop differentiation marketing strategies. A hierarchical structure is established based on relationship marketing theories and expert judgements, then use analytic hierarchy process (AHP) to examine judgements of authorized decision maker. The results show expertise and ethical behavior are highly valued among three markets, discount is the most concerned factor of medical organizations, individual consumers view medical knowledge as crucial factor, while franchised dealers consider long-term effort on cooperative relationship is of critical importance. Summarize the results some practical marketing suggestions are proposed.

並列關鍵字

Medical Devices ； Relationship Marketing ； Analytic Hierarchy Process