醫療市場定位之研究－以大台中地區區域級以上醫院為例

Health Care Marketing Segmentation and Positioning-An Empirical Study of Regional Hospitals and Medical Centers in Taichung Area, Taiwan

楊大羽(Dar-Yu Yang) ； 賴奎魁(Kuei-Kuei Lai) ； 吳曉君(Shiao-Chun Wu)

《醫務管理期刊》 4卷3期 (2003/09) Pp. 53-67

摘要

本文以社會學的角色與地位理論為基礎，利用網絡分析方法觀察台灣醫療院所之市場定位。運用醫療技術資源性－即醫療人數、病床數、論文發表數等12個項目，設計出醫療能力衡量指標，並顯現出各醫療院所在不同醫療技術資源領域之相對醫療能力強度(RPA)，再應用多元尺度(MDS)分析工具求得醫院在二維空間定位圖，圖中可顯示出各醫院在醫療能力的專長，並將定位相近之醫院劃分為研發創新、服務照顧、利基策略及任務導向群組，最後探討各策略群組間的移動障礙。

關鍵字

定位 ； 策略群組 ； 醫療能力 ； 多元尺度 ； 移動障礙

並列摘要

In this study, we implemented that sociologists notion of a role lends to our construction of healthcare capability positions, a theoretical basis and represents a compelling approach to measuring clusters of Taichung hospitals. First, implemented by collecting health care data and interviewing specialists in the first place. Secondary, several indexes were compiled and transformed into their respective RPA values. Third, the Multidimensional Scaling (MDS) method was adopted to locate a company's healthcare capability position and to which strategic group it belongs. Finally, the strategic groups healthcare virtues and characteristics were analyzed and discussed. Four strategic groups were classified in this study:
1. R&D strategic group.
2. Service strategic group.
3. Niche strategic group.
4. Generalized strategic group.

並列關鍵字

Healthcare ； Position ； Strategic group ； Multidimensional Scaling ； Moving barrier

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