政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141577

政大典藏 > College of Commerce > Executive Master of Business Administration > Theses > Item 140.119/141577

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/141577

Title:	美齒模擬軟體銷售策略行銷分析 Strategic Marketing Analysis of the Sales Strategy of Cosmetic Tooth Simulation Software
Authors:	張秀強 Chang, Hsiu-Chiang
Contributors:	邱志聖 Chiou, Jyh-Shen 張秀強 Chang, Hsiu-Chiang
Keywords:	策略行銷分析牙科 4C 顯單位效益成本買者資訊搜尋成本買者道德危機成本買者專屬陷入成本外顯單位效益成本醫療服務業軟體美齒診所 Medical Services Strategic Marketing Analysis 4C Dentistry Buyer cost /Buyer Utility Information searching cost Moral hazard Asset specificity Dental Clinic Software
Date:	2022
Issue Date:	2022-09-02 14:52:20 (UTC+8)
Abstract:	台灣的牙科診所數量多且競爭激烈，尤其是以提供牙齒美觀療程為主的美齒診所，比起口腔功能性治療的牙醫診所，更需要良好的行銷策略與溝通方式，才能吸引到有美齒意願的病患前來進行療程，傳統上美學牙科診所在銷售前會使用的圖形工具軟體來呈現過往的治療案例，比較偏向是簡報方式的描述過往的成功案例，容易造成溝通上的理解不同、需要花更多的時間來完成療程問題的解說、處理客戶的抱怨甚至是醫療上的訴訟，因此個案公司，想透過開發一套專為解決此溝通問題的美齒模擬軟體，期望能取代既有使用的解說工具軟體，但在銷售過程中，業務人員非常辛苦的才能成交，無法引起公司設定有潛在需求的醫師之購買慾望。本研究以策略行銷分析架構，拆解出美齒模擬軟體銷售策略現況問題，期望透過對現況問題的分析，引導出能改善影響行銷交換的外顯單位效益成本（C1）、買者資訊搜尋成本（C2）、買者道德危機成本（C3）與買者專屬陷入成本（C4）的銷售策略建議。 There are many dental clinics in Taiwan and the competition is fierce, particularly dental clinics that offer cosmetic dental treatments. Compared to dental clinics that offer oral functioning treatments, good marketing strategies and communication methods are required to attract dental aesthetics. Traditionally, dentists use graphic tools and software before sales to present past treatment cases. It is more inclined to describe past successful cases in the form of presentations, which can easily lead to different understandings in communication and take more time to complete the treatment problems. Interpretation, handling customer complaints and even medical litigation, so the Therefore, the case company wants to develop a cosmetic tooth simulation software to solve this communication problem, hoping to replace the existing ones. However, in the sales process, the sales staff worked very hard to close the deal, which could not arouse the purchase desire of dentists with potential demand. This research uses the 4C framework of strategic marketing analysis to analyze the problems of the cosmetic tooth simulation software in the sales strategy. It is hoped that through the analysis of sales problems, the cost of 4C （Buyer cost /Buyer Utility(C1), Information searching cost (C2), Moral hazard (C3) and Asset specificity (C4) ）can be reduced, and the transaction barriers of buyers and sellers can be reduced.
Reference:	一、中文參考文件邱志聖（2020），策略行銷分析：架構與實務應用第五版，智勝出版社，台北。陳銘助（2006），臺灣牙醫發展史之研究，臺北醫學大學牙醫學系碩士論文 64。二、英文參考文件 Akerlof , George A. (1970). The market for lemons: quality uncertainty and the market mechanism. Quarterly Journal of Economics 84 (3), 488-500. McCarthy, E. Jerome. (1975). Basic Marketing: A Managerial Approach（ fifth edition）. Richard D. Irwin, Inc., Williamson, Oliver. E. (1981). The Economics of Organization: The Transaction Cost Approach. The American Journal of Sociology, 87(3), pp. 552. 三、網路資源 3SHAPE （ 2022），3SHAPE DENTAL SYSTEM ，取自：https://www.3shape.com/en/software/dental-system 中華民國統計資訊網（2022），醫療與其他醫事機構執業醫事人員數及每萬人口執業醫事人員數，取自https://nstatdb.dgbas.gov.tw/dgbasall/webMain.aspx?k=dgmain&mode=1 立法院法律系統：醫師法（1976），取自：https://lis.ly.gov.tw/lglawc/lawsingle?00B42A4C2274000000000000000000A000000002000000^02508056051900^00015001001 立法院法律系統：全民健康保險法（1994），取自：https://lis.ly.gov.tw/lglawc/lawsingle?00386E46EA6C000000000000000000A000000002000000^01189083071900^0000D001001 微軟（2022），Microsoft 365 與 Office 2021 有何不同？，取自：https://www.microsoft.com/zh-tw/microsoft-365/buy/compare-all-microsoft-365-products?ocid=oo_support_mix_marvel_ups_support_smcofficelifecycle_inline&rtc=1 臺北市政府衛生局（2020），臺北市醫療機構牙科收費標準表(奉核版-1090117)，2020年1月17日，取自：https://health.gov.taipei/News_Content.aspx?n=A0420FBE55D1F966&sms=B8B153B383FA969F&s=002671406AFBBB67 衛生福利部統計（2020），醫療院所現況統計資料集診所-科別統計，取自：https://www.mohw.gov.tw/dl-38839-93e80adb-43dd-4476-976a-20f99da80e24.html 衛生福利部中央健康保險署（2022），健保特約醫事機構查詢，取自：https://www.nhi.gov.tw/QueryN/Query3.aspx
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932021
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932021
Data Type:	thesis
DOI:	10.6814/NCCU202201237
Appears in Collections:	[Executive Master of Business Administration] Theses

Files in This Item:

File	Description	Size	Format
202101.pdf		3005Kb	Adobe PDF2	94	View/Open

社群 sharing

Loading...