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| 题名: | 智能透析機行銷策略之研究 –以B公司為例
Research on Marketing Strategy of Hemodialysis Machine with Artificial Intelligence Technology – A Case Study of B Company |
| 作者: | 潘盈如
Pan, Ying- Ju |
| 贡献者: | 詹文男
潘盈如
Pan, Ying- Ju |
| 关键词: | 智能醫療
透析機
行銷策略
Intelligent medical care, Dialysis machine, Marketing strategy
Dialysis machine
Marketing strategy |
| 日期: | 2024 |
| 上传时间: | 2024-03-01 11:53:48 (UTC+8) |
| 摘要: | 由於台灣已進入到高齡化社會，老年人口逐年增加，也使得透析發生人數逐年成長，透析發生率呈現持續上升的趨勢。台灣腎臟病患者多以接受血液透析佔多數，以2020年透析盛行患者88,880人為例，腹膜透析比例佔7.8% (2022台灣腎病年報)。在血液透析中，系統性低血壓對於透析病人而言是個常見的問題，發生率高於30%，為血液透析中最嚴重的合併症之一(Schmidt R, 2001)，其衍生的不良後果，對患者、家屬及醫療團隊帶來不容忽視的負擔。
本研究是以近年來智慧醫療的趨勢變化，以B公司智能透析機為案到，對於台灣透析產業做一個總體分析，依據國內外資料，針對高科技發展、健保政策及醫療產業，加上以智能透析做一個研究主軸，藉由PEST和五力分析等模型策略工具，探討智能醫療在透析的運用，透過文獻探討和訪談，我們對B公司的現況有了清晰的了解，包括優劣勢、機會和威脅。建議以B公司為中心制定行銷策略，選擇適當的定位和市場區隔，並結合混合經營模式，充分發揮資源整合的優勢。具體建議在潛在市場進行針對性的市場活動，提高品牌知名度和客戶關係。同時，通過培養忠誠使用者，加強品牌忠誠度，以進一步提高市佔率。這些策略的實施有望增強B公司在競爭激烈市場中的競爭力，確保公司取得長期穩健的經營成果。
As Taiwan has entered an aging society and the elderly population is increasing year by year, the number of patients undergoing dialysis is increasing year by year as well, and the incidence of dialysis continues to rise. When patients with chronic kidney disease have end-stage kidney failure, they need to choose appropriate renal replacement therapy to replace kidney function after evaluation by a nephrologist. The majority of kidney disease patients in Taiwan receive hemodialysis. Taking the 88,880 dialysis patients in 2020 as an example, peritoneal dialysis accounted for 7.8% (Taiwan Kidney Disease Annual Report 2022). In hemodialysis, systemic hypotension is a common problem for dialysis patients, with an incidence rate higher than 30%. It is one of the most serious comorbidities in hemodialysis (Schmidt R, 2001), and its derived adverse consequences, It brings a burden that cannot be ignored to patients, families and medical teams.
This study is based on the trend changes in smart medical care in recent years, taking Company B's smart dialysis machine as a case study, and making an overall analysis of Taiwan's dialysis industry. Based on domestic and foreign data, it focuses on high-tech development, health insurance policies and the medical industry, plus the following Intelligent dialysis is the main research axis, using strategic analysis tools to explore the application of intelligent medical care in dialysis. The data collection and interview content of the literature discussion are used as a reference. Based on the above results, we can analyze the advantages, disadvantages, opportunities and opportunities of Company B's current situation. Threatened to put forward opinions, and finally discussed a marketing strategy centered on the current situation of Company B, using appropriate positioning and market segmentation strategies plus mixed business model zoning management, combined with the power of resource integration, to organize market activities in potential markets to increase Deepen brand awareness and customer relationships, cultivate loyal users and increase market share to achieve the company's long-term business goals. |
| 參考文獻: | 一、中文部份
丁麗珠，(2007) 。「降低血液透析過程中病患血壓下降之」。臺灣腎臟護理學會雜誌，台北。
李友專，(2018)。「AI醫療大未來」。新北，台灣；遠足文化。
呂執中，(2022)。「應用多標籤分類機器學習方法改善透析低血壓風險」。臺東大學綠色科學學刊，台東。
吳孟泰，(2011)。「透析低血壓」。內科學誌，台北。
林杰樑，(1995 )。「透析治療患者保健手冊」。台北，台灣；宏欣文化。
許志成，(2023)。2022台灣腎病年報，苗栗，台灣；衛生福利部。
陳琇玲，(1996)。「血液透析單項成本分析之探討－以某醫學中心為例」。台灣公共衛生學會，台北。
富野康日己，(2010)。「圖解腎臟病與透析治療」，新北，台灣；世茂出
版。
黃兆聖，(2020)。「創新於開發中國家的護理實務」。護理雜誌，台北。
鍾玉珠，(2007)。「血液透析患者主要照顧者的負荷、需求及相關因素之 探討」。臺灣腎臟護理學會雜誌，台北。
劉冠宏，(2016)。「血液透析常見的併發症」。腎臟與透析，台北。
謝明娟，(2006)。「醫療服務項目之成本分析- 以血液透析為例」。嘉南學報，台南。
二、英文部份
Abularrage C.J. (2004). Medical factors affecting patency of arteriovenous access. Seminars in Vascular Surgery, 17(1): 25-31.
Barnas M.G. (1999). Hemodynamic patterns and spectral analysis of heart rate variability during dialysis hypotension. Journal of the American Society of Nephrology, 10(12):2577-84.
Cases A. (2002). Chronic hypotension in the dialysis patient. Journal of Nephrology, 15(4): 331-5.
Chang C.C. (2021). Biofeedback Control Dialysis is Safe and Effective Reducing Intra dialytic Hypotension. Poster in the 5th Congress of Asia Pacific Society of Dialysis Access and Annual Meeting of Taiwan Society of Nephrology.
Chang Y.C. (2021). Biofeedback Control Dialysis is Safe and Effective Reducing Muscle Cramps during Hemodialysis. Poster in the 5th Congress of Asia Pacific Society of Dialysis Access and Annual Meeting of Taiwan Society of Nephrology.
Chang T.I. (2011). Intradialytic hypotension and vascular access thrombosis. Journal of the American Society of Nephrology, 22 (8): 1526-33.
Flythe J.E. (2013). Association of intradialytic blood pressure variability with increased all-cause and cardiovascular mortality in patients treated with long-term hemodialysis. American Journal of Kidney Diseases, 61(6): 966-74.
Flythe J.E. (2015). Association of mortality risk with various definitions of intradialytic hypotension. Journal of the American Society of Nephrology, 26(3): 724-34.
Gabutti L. (2003). Unexpected haemodynamic instability associated with standard bicarbonate haemodialysis. Nephrology Dialysis Transplantation, 18(11): 2369-76.
Genovesi S. (2008). Electrolyte concentration during haemodialysis and QT interval prolongation in uraemic patients. Europace, 10(6): 771-7.
Henrich W.L. (1984). Increased ionized calcium and left ventricular contractility during hemodialysis. The New England Journal of Medicine, 310(1): 19-23.
Jakob S.M. (2001). Splanchnic perfusion during hemodialysis: evidence for marginal tissue perfusion. Critical Care Medicine Journal, 29(7): 1393-8.
Kanbay M. (2020). An update review of intradialytic hypotension: concept, risk factors, clinical implications and management. Clinical Kidney Journal, Clinical Kidney Journal, 13(6): 981–993.
Kooman J. (2007). EBPG guideline on haemodynamic instability. Nephrology Dialysis Transplantation, 22 (Suppl 2): ii22-44.
Laurant P. (2000). Physiological and pathophysiological role of magnesium in the cardiovascular system: implications in hypertension. Journal of Hypertension, 18(9): 1177-91.
McIntyre C.W. (2010). Circulating endotoxemia: a novel factor in systemic inflammation and cardiovascular disease in chronic kidney disease. Clinical Journal of the American Society of Nephrology, 6(1): 133-41.
McIntyre C.W. (2011). Haemodialysis-induced myocardial stunning in chronic kidney disease - a new aspect of cardiovascular disease. Blood Purification, 29(2): 105-10.
Nakatani T, (2003). Silent cerebral infarction in hemodialysis patients. American Journal of Nephrology, 23(2):86-90.
Nette R.W. (2005). Hypotension during hemodialysis results from an impairment of arteriolar tone and left ventricular function. Clinical Nephrology, 63(4):276-83.
Sands J. (2014). Intradialytic hypotension: frequency, sources of variation and correlation with clinical outcome. Hemodialysis International,18(2): 415-22.
Sasaki O. (2005). Orthostatic hypotension at the introductory phase of haemodialysis predicts all-cause mortality. Nephrology Dialysis Transplantation, 20(2):377-81.
Schmidt R. (2001). Prevention of haemodialysis-induced hypotension by biofeedback control of ultrafiltration and infusion, Nephrology Dialysis Transplantation, 16(3):595-603.
Schmidt R. (2001). Blood Pressure Guided Profiling of Ultrafiltration during Hemodialysis. Saudi Journal of Kidney Diseases and Transplantation, 12(3):337-344.
Schneditz D. (2001). Compartment effects in hemodialysis. Seminars in Dialysis, 14(4):271-7.
Selby N.M. (2006). Dialysis-induced regional left ventricular dysfunction is ameliorated by cooling the dialysate. Clinical Journal of the American Society of Nephrology, 1(6):1216-25.
Shih C.Y. (2021). Artificial Intelligence controlled Hemodialysis Has Potential to Reduce Psychological Stress in dialysis patients and families. Poster in the 5th Congress of Asia Pacific Society of Dialysis Access and Annual Meeting of Taiwan Society of Nephrology.
Shoji T. (2004). Hemodialysis associated hypotension as an independent risk factor for two-year mortality in hemodialysis patients, ; Kidney International, 66(3):1212-20.
Tislér A. (2003). The effect of frequent or occasional dialysis-associated hypotension on survival of patients on maintenance haemodialysis. Nephrology Dialysis Transplantation, 18(12): 2601-5.
三、網際網路：
Annual Report 2022 (bbraun.com) 最後瀏覽日期: 民國112年11月30日。
The Difference Between AI, Machine Learning, and Deep Learning? | NVIDIA Blog 最後瀏覽日期: 民國112年12月5日。
Top 15 Medical Device Companies in the World in 2023 - Getreskilled 最後瀏覽日期: 民國112年11月26日。
華江醫療儀器(官方網站) 最後瀏覽日期: 民國112年12月6日。
佳醫集團(官方網站) 最後瀏覽日期: 民國112年12月6日。
杏昌集團(官方網站) 最後瀏覽日期: 民國112年12月6日。
彩新健康事業股份有限公司(官方網站) 最後瀏覽日期: 民國112年12月6日。
衛生福利部中央健康保險署-慢性腎臟病防治 (nhi.gov.tw) 最後瀏覽日期: 民國112年12月10日。 |
| 描述: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932182 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0106932182 |
| 数据类型: | thesis |
| 显示于类别: | [經營管理碩士學程EMBA] 學位論文
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