人類乳突狀病毒體外診斷試劑推動策略之研究-以某公司為例

由於我國之體外檢驗試劑呈現持續成長的趨勢，且我國對於健保給付檢驗費用年成長率也在5%左右，未來該產業將會呈現蓬勃發展的局面。其中A公司為一家致力於創新的研究驅動型公司，該集團的藥品和診斷部門則提供從早期發現和預防疾病到診斷和治療的各種醫療保健產品。因此A公司將這兩個部門的優勢和專業知識相結合，通過為個性化醫療保健方法做出貢獻，在塑造醫學未來方面扮演著越來越重要的角色。因此本研究分析將以A公司為研究主體，並且依據該公司行銷計畫進行各項佈建創新行銷通路的進行相關分析。經由資料分析結果顯示外顯單位效益成本則強調產品優越性藉此提升消費者滿意度，而資訊搜尋成本方面，也是藉由產品優越性讓顧客不加以思考而願意採用本公司產品。在道德危機成本方面，則強調合約重要性，藉此讓顧客不加以思考而願意與本公司交易。最後專屬陷入成本方面，則強調認同穩住現有顧客群比開發新客戶群要來的重要，可以藉由提升售後服務如KAM管理方式，藉此增加客戶對於品牌的依賴感，而留住舊有顧客，進而提高顧客忠誠度。

關鍵字

診斷試劑； 4C 成本；外顯單位效益成本；資訊搜尋成本；道德危機成本；專屬陷入成本

並列摘要

Taiwan's in Vitro Diagnostic shows a trend of continuous growth, and health insurance payment inspection fees increase by 5%. The industry will explain a booming situation in the future. Roche Diagnostics is a research-driven company dedicated to innovation, and the drug and diagnostics department provides a variety of healthcare products from early disease detection and prevention to diagnosis and treatment. Therefore, Roche Diagnostics combines the strengths and expertise of these two departments and plays an increasingly important role in shaping the future of medicine by contributing to personalized healthcare methods. In this study, this research analysis will take Taiwan Roche Diagnostics as the primary research object, and research according to the company's marketing plan. The research analysis shows that the cost-effectiveness of units emphasizes the superiority of the product to increase consumer satisfaction. The cost of a moral crisis emphasizes the importance of the contract. The research analysis shows that the cost-effectiveness of units emphasizes the superiority of the product to increase consumer satisfaction, information search costs underscore the importance of product superiority, the cost of a moral crisis emphasizes the importance of the contract. In the end, the cost of addiction emphasizing that holding customers is better than developing customer groups.