服務行銷－爲健康大計畫龍點睛

在健康永續經營與服務掛帥的潮流下，將行銷學應用於健康促進與衛生教育領域是值得探討的重要議題。在健康促進與衛生教育的領域上，我們正是在從事提供社會大眾健康促進的相關服務，若我們能將服務行銷的優勢融入在健康促進與衛生教育上，不但符合健康組織經營的方針、能夠提昇健康專業人員的工作滿意度，同時也滿足群眾的需求。服務行銷則是因應「服務」的特殊需求所衍生出來的一種行銷方式，行銷組合策略除了產品、價格、通路與推廣(4Ps)，更重視實體、流程與人員(3Ps)的行銷組合策略，因為實體、流程與人員(3Ps)的行銷組合策略是讓消費者想再次接受服務的關鍵。而非營利組織的服務行銷，除了一般服務行銷組合的3Ps，應該再加上正向使命與禮貌，因為一個積極正向的使命能讓服務人員更願意提供好的服務。因此，就非營利組織領域而言，實體、流程、人員、正向使命與禮貌(5Ps)將是完善的服務行銷策略組合。在健康促進與衛生教育的領域上，若能善用服務行銷的原理與策略，相信對健康促進與衛生教育的百年大計，將有畫龍點睛之效。

關鍵字

服務行銷；健康促進；衛生教育

並列摘要

The current trend is towards emphasizing health sustainability and service. Abetting the trend, an important issue to discuss is the application of marketing to the field of health promotion and health education. We are more specifically engaged in offering aspects relevant to promoting health of service in the field of health promotion and health education. By leveraging the advantages of service marketing, we are able to work in accordance with the managed policy of the health organization, promote work satisfaction of professional health personnel, as well as satisfy the need of the customers. Service marketing is a marketing approach based on the special need of service. Because the people, physical evidence, and process (3Ps) are the key that consumers will want to accept the service again, the strategies of service marketing focus on 3Ps, besides product, price, place, and promotion (4Ps), the general marketing strategies. To make the service people be more willing to provide good service, the service marketing of nonprofit organization should be combined with the positive mission and politesse besides 3P, so the people, physical evidence, process, positive mission and politesse (5Ps) would be a package of excellent service marketing strategies in nonprofit organizational setting. Thus by making the best of the principle and strategy of service marketing, the result is a crucial touch improving health promotion and health education.