醫療檢驗設備行銷成功關鍵因素之研究

A Study on Marketing Key Success Factors of In Vitro Diagnostic Device Equipment

戴祥釗(Hisang-Chao Tai)

指導教授 ： 王正華

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2014年)

https://doi.org/10.6833/CJCU.2014.00060

摘要

體外診斷醫療器材產業的環境及生態一直在改變，主要受到政府政策的改變所影響，造成各級醫療機構在購買醫療檢驗設備行為方面的變化。而醫學檢驗在品質及技術方面的不斷的進步，相對的也影響購買醫療檢驗設備行為方面提高各方面的要求，造成醫療成本增加；各級醫療機構除了節省醫療資源外，也要求提高檢驗數量與品質，造成檢驗業務的利潤優勢趨於不利；在近幾年，企業所提倡的經營理念一直強調以顧客為中心，醫療檢驗設備代理商要如何在這競爭激烈的環境比其他競爭廠牌表現得更為出色，讓每一位客戶都能感受到滿意及願意繼續購買產品，這是本研究要進行深入了解及探討的議題。
本研究期望能藉由以醫療檢驗設備代理商-MC實業股份公司之各層級幹部作AHP訪談問卷發放之對象及各級醫療機構之各層級人員IPA問卷發放之對象，針對服務品質、產品品質、品牌形象及價格等要素運用層級分析程序法、重要-表現度分析法及SWOT分析法作深入的探討與比較，讓醫療檢驗設備代理商清楚的了解各級醫療機構對醫療檢驗設備代理商的需求偏好進行預測，做為未來經營策略擬定的建議，提升顧客的滿意度。
依據本研究針對醫療檢驗設備行銷成功關鍵因素之研究透過AHP專家問卷及IPA重要度-認同度問卷兩者問卷結果交叉分析所獲致之結論如下:
內部品質、硬體品質、軟體品質、即時反應及客觀價格為醫療檢驗設備行銷成功關鍵因素的策略制定上必須最優先考的方向。

關鍵字

行銷成功關鍵因素 ； 層級分析法 ； 重要性與表現情形分析法 ； 服務品質 ； 產品品質 ； 品牌形象 ； 價格

並列摘要

The environment and ecology in vitro diagnostic medical devices industry is constantly changing. Due to the changes of government policies, it effects every levels of medical institutions how to purchase medical testing equipment. The progress of medical examination's quality and technology also affect the purchasing behavior of medical testing equipment to improve all aspects of the requirements, and makes costs increased. Every medical institution wants to conserve medical resources, and also wants to heighten the tests and examine quality. Finally it causes the disdvantageous of commerce behavior in selling vitro diagnostic medical equipments. In recent years, companies have been advocated to consider custom first, and the agents of medical testing equipment should think about how to be better than others in this highly competitive environment and to make sure every customer can feel satisfied and willing to continue to buy the product. This is the main topic of my study which wants to understand and discuss.
In order to get the suggestion of Business strategies and to heighten customer satisfaction, this study will make two different questionnaires. One is for the staffs of medical testing equipment agent-MC Industrial Corporation by using AHP. And the other is for the staffs of medical institutions by using IPA. Those questionnaires will include many factors, such as quality of service, product quality, brand image and price, and the result could show the requirement and preference of medical institutions for medical testing equipment agent.
According to this study, by comparing those questionnaires which are get through AHP and IPA, the research of success factors in medical testing equipment marketing can conclude the results as follows: Internal quality, quality of hardware, quality of software, instant response and objective price will be the most important item to set up the success factors of marketing strategy on medical testing equipments.

並列關鍵字

success factors of marketing ； the analytic hierarchy process ； the important-performance analysis ； service quality ； product quality ； brand image ； product price

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