自製牙材產品使用意願調查分析及未來行銷策略之研究

黃亮軒

doi:10.6343/ISU.2014.00336

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自製牙材產品使用意願調查分析及未來行銷策略之研究

The analysis of use intention and future marketing strategies for the self made dental products

黃亮軒 , Masters　　Advisor：李樑堅　　Co-advisor ：江育真

繁體中文 DOI： 10.6343/ISU.2014.00336

人工牙根；使用意願；行銷； dental implant ； use intention ； marketing

Abstract │ Reference (83) │ Altmetrics

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The most of gornverments invest significant resources to foster biomedical industry in the world, because it is an important trend of development globally. Since 2005, Taiwan gornverment has decieded to start the development of hi-tech medical equipment & device indusry, and then promote the development poject of biomedical equipment & device cluster in the southern Taiwan. The「biomedical equipment & device zone」in Kaohsiung science park,mainly is establishing the valued dental industry cluster as the goal. The dental implantation is currently the most rapid growth development in the dental industry, which leads to increase the growth of the related dental products as well, and the dental implant system is just the most important product of them. Since the current market of dental implant is still dominated by the international brand company from Europe and USA. The Taiwan made dental implants are lack of branding recognition and long term clinical reports. It is difficult for Taiwan made dental implants to compete with the other international dental impant companies. Therefore, it is important for Taiwan made dental implant to find out the competition advantages to maintain the domestic market and then go forward to the international market which is worthy to have the further discussion and study.

Based on the above, this study has reviewed the relative marketing literatures and the analyzed the current market and also used the depth expertise interview to obtain the initial key fators of the problems, and then conducted a questionnaire survey to the dentists with dental implantation experiences. Mainly forcused on the study of the key factors when dentists chosing the dental impnat system, and the advantages of the foregin brands of dental implant system, and then arrange the collected information for analysis. According to the result, the key factors of dentists chosing the dental implant system are relative clnical report support and brand recognition, and it is the reason that European dental implant systems become the main choice of them, but the dentists still not satisfy on the price、problem feebacks and custom service that the services provided by the import distributors. On the other hand, the use intention of Taiwan made dental implant system are based on the relative clnical report support and cheaper price as the main consideration to the dentists. Therefore establishing the brand recognition to increse the value of the products can assist Taiwan made dental implant systems to promote in the market, and the general practices can be base on company image、quality services、technology、advertising、distribution and so on to do the variety planning then execution.

Reference ( 83 ) 〈TOP〉

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連結：
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連結：
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