藥商關係連結與開業醫師採購偏好關係之研究：應用聯合分析法探討

Relationship Bonds of Medicine Dealers and Purchase Preference of General Practitioner: An Application of Conjoint Analysis Model

周建亨(Chien-Heng Chou) ； 郭應毅(Ying-Yin Kuo)

《行銷科學學報》 15卷2期 (2019/10) Pp. 147-170

https://doi.org/10.3966/181666012019101502003

摘要

醫師不是藥品的最終消費者，卻是藥品消費的主要決策者，因此藥商主要行銷對象是醫師。而在關係行銷文獻中，少有研究探討關係連結對醫師藥品採購偏好的影響。醫藥產業的發展影響社會的福祉，本研究首先針對相關專家進行個人深度訪談，探索出藥商對診所開業醫師的三種關係連結（財務、社會、結構）之方式與內容，以建立此三種連結之衡量項目。其次，以結構式問卷針對全省開業醫師，進行配額抽樣調查。分析結果顯示，藥商之三種關係連結對醫師之藥品採購偏好皆有顯著正向的影響，本研究之假說皆獲得支持。其中以財務性連結的影響最強，而後依序為結構性連結與社會性連結，此結果與既有文獻不同。最後，根據研究結果探討理論與實務意涵。

關鍵字

關係連結 ； 財務性連結 ； 社會性連結 ； 結構性連結 ； 聯合分析法

並列摘要

Physicians play the intermediary role between the drug dealer and the patient. In the existing literature, research on relationship bonds and consumer product preferences rarely takes the pharmaceutical market as a research activity. In the pharmaceutical industry, patients are end users, but the decision makers for clinic drug purchases are physicians, which is different from the situation in the general consumer goods market. This study firstly conducted in-depth interviews with relevant experts to explore the measurement bonds of three kinds of relationship between drug dealers and clinic practitioners; using drug classification as control variables, and then using joint analysis method to explore three kinds of relationship bonds and clinic opening in the pharmaceutical industry. The influence of physicians' drug purchasing preferences. The results showed that the three relationship bonds of the drug dealers had a significant impact on the drug purchasing preferences of the clinic practitioners, and the drug classification also had an impact. The three types of bonds are most strongly influenced by financial bonds, followed by structural bonds and social connections. Finally, practical advice is given to the marketing mix of drug dealers in the clinic opening market.

並列關鍵字

relationship bonds ； financial bonds ； social bonds ； structural bonds ； conjoint analysis

參考文獻

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