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    Title: 從策略行銷觀點分析台灣醫美診所關鍵成功因素–以S診所為例
    Strategic Marketing Analysis for Successful Factors of Aesthetic Clinic in Taiwan-A Case Study of S Clinic
    Authors: 莊斯棋
    CHUANG, SSU-CHI
    Contributors: 巫立宇
    WU, LI-YU
    莊斯棋
    CHUANG, SSU-CHI
    Keywords: 策略行銷分析
    交易成本理論
    醫美診所
    關鍵成功因素
    Date: 2022
    Issue Date: 2022-05-02 15:01:14 (UTC+8)
    Abstract: 台灣美容醫學產業發展已邁入成熟期。雖然消費市場看似需求龐大,但因為不健全的健保給付制度、醫病關係的惡化,以及利之所趨等因素下,許多不同科別的醫師紛紛投入美容醫學產業,這讓醫美診所如雨後春筍般林立,削價競爭已是目前業界常態;再加上美容醫學仍屬醫療行為,受到醫療法規嚴格規範,一般企業所始使用的行銷推廣手法並無法為醫美診所使用,這讓許多診所面臨不知道該如何吸引新顧客、維繫舊顧客的窘境。因此,醫美診所在瞬息萬變、競爭激烈的環境下,應設法找到站穩市場的關鍵因素,才能在優勝劣敗的淘汰戰中生存。

    本論文藉由回顧過去文獻、蒐集二手資料,以邱志聖(2020)所提出的策略行銷分析架構的四種成本(外顯單位效益成本、資訊搜尋成本、道德危機成本與專屬陷入成本)分析個案:S診所,如何在競爭激烈的醫美市場中取得成功的關鍵因素,同時也驗證策略行銷分析架構在實務上的適用性。本論文期望研究結果能給予其他醫美診所在拓展業務、強化顧客關係管理之參考,提出處在紅海市場中所要有的經營邏輯。
    Reference: 一、中文部份
    1.巫立宇、邱志聖(2015),銷售與顧客關係管理,台北市:新陸書局。
    2.邱志聖(2020),策略行銷分析:架構與實務應用五版,台北市:智勝文化。
    3.邱志聖(2019),品牌策略與管理,台北市:元照出版。
    4.張承仁(2015),美容醫學之特性與規範,長庚醫訊,第三十六卷第四期,103-104頁。
    5.梁宜峰(2021),醫療保健服務業基本資料,台灣經濟研究院產經資料庫。
    6.國家教育研究院(1995),圖書館學與資訊科學大辭典。
    7.曜亞國際股份有限公司(2020),109年度年報
    二、英文部份
    1.Berry, L. L., Shostack, G. L. and Upath, G. (1983). Emerging perspectives on service marketing, Chicago, IL: American Marketing Association.
    2.Blau, P. M. (1964). Exchange and power in social life, New York: John Wiley & Sons.
    3.Crosby, L. A., Evans, K. R. and Cowels D. (1990). Relationship Quality in Service Selling: An Interpersonal Influence Perspective, Journal of Marketing, 54(2), 236-245.
    4.Eisenhardt, K. M. (1989). Building theories from case study research, The Academy of Management Review, 14(4), 532-550.
    5.Griffin, J. (1996). The Internets expanding role in building customer loyalty, Direct Marketing,59, 50-53.
    6.Kotler, P. and Keller, K. L. (2017). Marketing Management 15th ed., Pearson Education Ltd.
    7.Parasurman, A., Zeithaml, V. A. and Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49, 41-50.
    8.Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The Free Press.
    9.Rauyruen, P. and Miller, K. E., (2007). Relationship Quality as a Predictor of B2B Customer Loyalty, Journal of Business Research, 60(1), 21-31.
    10.Steenkamp, J., and Benedict, E. M. (1990). Conceptual model of the quality perception process, Journal of Business Research, 21(4), 309-333.
    11.Williamson, O. E. (1975). Markets and Hierarchies, New York: Free Press.
    12.Wirtz, J. and Lovelock, C. H. (1984). Services Marketing: People, Technology, Strategy 8th edition, World Scientific Publishing, America.
    三、網路資源
    1.聯合新聞網,https://health.udn.com/health/story/5999/360465
    2.衛福部網站,https://dep.mohw.gov.tw/doma/lp-3240-106.html
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    107932034
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107932034
    Data Type: thesis
    DOI: 10.6814/NCCU202200396
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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