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    题名: 醫藥行銷對民眾自費用藥選擇影響之研究
    Research on the Influence of Medical Marketing on People`s Choice of Self-Expense Drugs
    作者: 鄭淩穗
    Cheng, Ling-Sui
    贡献者: 詹文男
    Zhan, Wen-Nan
    鄭淩穗
    Cheng, Ling-Sui
    关键词: 醫藥行銷
    自費用藥
    自費用藥因素
    Pharmaceutical marketing
    Self-pay medicine
    Self-expense factor
    日期: 2020
    上传时间: 2020-09-02 11:54:59 (UTC+8)
    摘要: 自費醫療為目前逐漸普遍的醫療行為，自費與健保給付的比例也日漸增加，民眾在採取自費用藥時，所考慮的因素有哪些？此外這些因素是否會因為醫療行銷活動的介入而有所改變？醫療行銷是否會對市場推動的力量產生影響？本研究聚焦於以下兩個研究議題：

    一、 影響民眾自費用藥之因素探討。

    二、 如何透過醫藥行銷以影響民眾的自費用藥選擇。


    研究發現認為影響民眾自費用藥之因素有以下幾種，分別是療效、副作用、總體費用、醫師推薦、個案管理師建議、藥廠品牌效應、病友推薦、病友使用後的實際證明等。

    有關市場推動力量分析，因為藥品產品的特性，市場的推力會大於拉力，醫藥行銷公司可以順水推舟，在市場推力的主要產生者如醫師、個案管理師方面進行公關操作，順著市場的態勢來運行，產生最大醫療行銷的作用。除非在市場推動時遇到很大的阻礙，必須從拉力方面著手，則需要透過其他公關運作的方式來進入市場、擴大市場拉力的力量，進而改變市場運作的態勢。
    Self-financed medical care is an increasingly common medical practice, and the ratio of self-financed to health care benefits is also increasing. What are the factors that people consider when taking self-paid medicine? In addition, will these factors change due to the intervention of medical marketing activities? Will medical marketing have an impact on market forces? This research focuses on the following two research topics:

    1. Discussion on factors influencing people`s self-expenses.

    2. How to influence people`s self-expense drug choice through medical marketing.

    The study found that the factors that affect people`s self-expense medicines are the following, including efficacy, side effects, overall costs, physician recommendations, case manager recommendations, pharmaceutical brand effects, patient recommendations, and actual proof of patient use.

    Regarding the analysis of the market driving force, because of the characteristics of pharmaceutical products, the market pushing force will be greater than the pulling force. Pharmaceutical marketing companies can take advantage of the situation and conduct public relations operations on the main producers of market pushing forces, such as physicians and case managers, and follow the market trend. To produce the largest medical marketing effect. Unless it encounters great obstacles in the promotion of the market and must start with the pull, it is necessary to enter the market through other public relations operations, expand the power of the market pull, and then change the market operation situation.
    參考文獻: 壹、 中文參考文獻

    （一） 書籍
    司徒達賢（1999）。策略管理（第二版）。台北：遠流出版事業股份有限公司。

    邱志聖 (2014) 。策略行銷分析: 架構與實務應用（第四版）。台北: 智勝文化公司.

    （二） 文獻
    別蓮蒂. (2003). 企業品牌傘策略之企業名稱背書效果. 管理學報, 20(6), 1175-1199.

    郭秀誼.（2012）. 探討醫師推薦使用自費醫療特殊材料之影響因素.

    薄喬萍, & 邱煥民. (2013). 病患自費購買處方藥品決策因素的研究. 刊名: 人文與社會學報.

    （三） 網際網路
    亞典行銷顧問有限公司https://www.edenfront.com.tw/，最後瀏覽日期民國109年5月1日。

    財團法人醫療改革基金會 https://www.thrf.org.tw/ ，最後瀏覽日期民國109年5月1日。

    貳、 英文參考文獻

    Books & Journals

    Aaker, D. A. 1991. Managing brand equity: capitalizing on the value of a brand name: Free Press ;--Maxwell Macmillan Canada ;--Maxwell Macmillan International.

    Lewis, E. S. E. (1899). Side talks about advertising. The Western Druggist, 21(2), 65-66.

    Philip, K. (2017). Principles of marketing. Pearson higher education.

    Eisenhardt, K.M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14(4), 532-550.

    Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). New York: Dryder.

    Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1973). Consumer Behavior. New York: Holt, Rinehart, and Winston.

    Toften, K., & Hammervoll, T. J. E. J. o. M. 2009. Niche firms and marketing strategy.

    Wei, P.-S., & Lu, H.-P. J. C. i. H. B. 2013. An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. 29(1): 193-201.

    Yin, R. K. (2003). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vol. 5: Sage Publications, Thousand Oaks.

    Yin, R. K. (2009). Case Study Research: Design and Methods(4th ed.) Thousand Oaks: SAGE. 
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932173
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106932173
    数据类型: thesis
    DOI: 10.6814/NCCU202001333
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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