藥商代表與醫師處方之關係行銷研究

The Study on Relationship Marketing between Pharmacentical Presentive and Doctor’s Prescription

陳怡如(YI-RU CHEN)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

摘 要
擔任藥廠業務的人員，必須深切的瞭解市場環境正在改變，而影響醫師選擇藥物因素是如何？這些都是引起我對本研究有興趣而想去探討與瞭解。本研究之目的是要探討:(1)的醫師對選擇藥物因素之比重。(2)將藉以 Chien & Moutinho(2000)提出的關係行銷四個構面:效用利益、正當形象、互惠信任、未來展望，來探討關係行銷對衛生福利部醫師購買行為之影響；(3)關係行銷對處方的忠誠度之影響。 本研究採取問卷調查方式來針對基層醫療群醫師進行資料蒐集與研究，回收 229 份有效問卷，運用信效度分析、結構模式分析及迴歸分進行實證得到本研究結論如下(1):醫師選擇藥物之比重中以「安全性」的重要性最高，其次分別是療效性、健保給付價及藥價差，顯示醫師在治療病患上還是以病人為最大考量。(2) 以關係行銷四個構面中，大多數的醫師認為「互惠信任」認同度最高，此一因素內問卷題向以醫藥代表的拜訪可增加與醫師間的客情關係認同比例最高，其次是正當形象、效用利益及未來展望。(3)忠誠度的兩個構面中，醫師們認為「口碑行為」認同度最高，此一因素內問卷題向以樂於將處方經驗分享給其他醫師，顯示醫師們信任醫藥代表更樂於推薦處方經驗。更透過中介分析的結果顯示，關係行銷的確扮演著中介效果，更促進醫師選擇藥物與忠誠度的連結。對於醫藥產業的未來發展提出研究建議:醫藥產業還是須著重於藥品的安全性與療效性，當藥品品質與療效確保才是維繫行銷績效及訂單的保證。

關鍵詞：衛生福利部、關係行銷、再購行為、口碑行為

關鍵字

再購行為 ； 關係行銷 ； 衛生福利部 ； 口碑行為

並列摘要

Abstract
Under these circumstances, the companies would need to increase their sales volume to maintain the corporate operation. The sales and marketing team of the pharmaceutical companies have to understand that the market is changing and find out the factors that influence the doctors in deciding the kind of medicine to prescribe for their patients? This research is to explore these factors and further as a guidance for the sales and marketing efforts. The purpose of this research is to explore(1) the ratio of the drug selection factors among the doctors at the Ministry of Health and Welfare,(2) the four relationship marketing dimensions proposed by Chieh & Moutinho (2000): benefit of efficiency, positive image, mutual trust and future prospect to research(3) the influence of relationship marketing on the doctors’ purchasing behaviors, and the influence of the relationship marketing on the loyalty of prescription. The research uses the questionnaires to survey the behaviors of the doctors at local hospitals. Total 229 questionnaires were collected. Using the trust-effectiveness analysis, structural model analysis, the results are as follows: (1) the factors that influence the doctors’ prescription behavior are, in the order of importance, safety, efficacy, price paid by the public health insurance program, the price difference of the medicine. It shows that the doctors usually place the benefit of the patients on the top priority. (2) Among the four dimensions of the relationship marketing, the order of the importance is as follows (from high to low): mutual trust, positive image, efficacy, future prospect. In particular, the sales representative’ visit to the doctors increase the relationship between the sales and the doctors. (3) In terms of the bi-dimensions of loyalty, the research shows that doctors values the positive feedback provided by other peer doctors. It shows that relationship marketing plays an important role in prescribing behaviors and loyalty. The suggestion is given for the future development of the pharmaceutical industries: safety and drug efficacy is the most important factor that decides the marketing success.

Keywords: Ministry of Health and Welfare, relationship marketing,repurchase behavior, word of mouth behavior

並列關鍵字

Repurchase behavior ； Relationship marketing ； Ministry of Health and Welfare ； Word of mouth behavior

參考文獻

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