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    题名: 策略行銷分析止鼾產品 －以M公司止鼾支架為例
    Using Strategic Marketing Analysis for Snoring Products - A Case Study of Pillar Implant
    作者: 鄭東煌
    Cheng, Tung Huang
    贡献者: 邱志聖
    Chiou, Jyh Shen
    鄭東煌
    Cheng, Tung Huang
    关键词: 策略行銷 4C分析
    推拉理論
    止鼾支架
    Strategic marketing 4C
    Push and Pull strategy
    Pillar Implant
    日期: 2013
    上传时间: 2014-07-21 15:39:49 (UTC+8)
    摘要: 隨著環境變遷，科技不斷進步、國內老年人口增加及人民所得及生活水準不斷提高，各種因素的驅使下政府的健康醫療支出年年增加，造成政府財政的重大負擔。在保費調漲不易的情況下，政府採取節流措施，藉以控制健保收入及支出的平衡。並有條件開放病人差額負擔，允許病人自費，政府用意在改善醫療支出的浪費，鼓勵醫療院所或醫師引進新技術或新產品，強調創新並提升醫療品質照顧民眾健康，而就醫行為模式的轉變，使病患願支付較高差額費用去接受品質較好的服務，直接影響到醫療通路的經營模式，刺激到產業的發展及競爭狀況。在此醫療耗材的市場行銷及市場經營策略日趨複雜的情況下，本文主要以策略行銷的4C架構理論，透過市場訪談及個案探討方式了解目標客群及擬定止鼾支架的產品行銷發展策略。研究發現，廠商依產品特殊性不再像過去被醫療通路強大的議價能力所牽制，開始改變以往的行銷模式，嘗試對民眾端作宣導，透過對民眾加強「拉」的力量，來提高廠商在整體產業的議價力量，也增加其市場利潤。因此止鼾支架在市場策略上必須加強產品擴張及市場擴張並且提高滿意度，加大差異化用以突破競爭激烈的醫療市場。
    參考文獻: 邱志聖 (2011)。策略行銷分析：架構與實務運用，台北：智勝文化。
    黎季芬 (2010)。全民健保之政策分析。逢甲大學公共政策研究所碩士論文。
    趙正敏、鄭博文 (2012)。從交易成本與社會交換觀點探討醫療供應商夥伴間未來關係互動之影響因素。商管科技季刊，13(2)，131-164。
    劉晟耀 (2004)。自費型醫療價值鏈行銷分析。臺灣大學商學研究所碩士論文。
    Armstrong, G. & Kotler, P. (2012). Marketing: An Introduction (11th ed.). New Jersey: Pearson Education, Inc.
    Barney, J. B., & Ouchi, W. G. (1986). Ogranizational Economics. San Francisco, CA: Jossey-Bss.
    Friedman, M. (2006). Patient Selection and Efficacy of Pillar Implant. Otolaryngology–Head and Neck Surgery, 134, 187-196.
    Kolter, P., Keller, K. L., Ang, S. H., Leong, S. M. & Tan, C. T. (2013). Marketing Management: An Asia Perspective (6th ed.). New Jersey: Pearson Education, Inc.
    Kwon, I. -W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. Journal of Supply Chain Management, 40(2), 4-14.
    Li, H. Y. (2014). Randomized controlled Trial of MIS for snoring. Plos One, 9(5), 1-10.
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    Walker, R., Levine, H., Hopp, M., & Greene, D. (2007). Extended follow-up of palatal implants for OSA Treatment. Otolaryngology–Head and Neck Surgery, 137, 822-827.
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932035
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101932035
    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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