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    題名: 遠距醫療產業之策略行銷個案分析-以技術採用生命週期為例
    A Case Study on the Strategic Marketing of Telemedicine Industry
    作者: 楊煒泰
    貢獻者: 邱奕嘉
    楊煒泰
    關鍵詞: 遠距醫療
    技術採用生命週期
    策略行銷
    4C理論
    Telemedicine
    Technology Adoption Life Cycle
    Strategic Marketing
    4C theory
    日期: 2016
    上傳時間: 2016-08-09 10:47:55 (UTC+8)
    摘要: 從產業致力於遠距醫療照護以來，其發展皆是以提升醫療服務品質並滿足被照護者優質的醫療需求為目標。台灣自1915年開始遠距醫療相關服務的推動至今已100年，隨著科技的進步、產業脈絡的改變，以及被照護者的遠距醫療需求變化，技術公司對於服務應用導入的策略與模式與過去已不盡相同。

    隨著科技的進步，遠距醫療產業產生了新的一波技術革新，產業界持續引進「智慧醫療」的概念，將醫療資訊透過網路通訊等技術，連結各項醫療設備、設施與多種感測器，進行智能化的醫療管理。隨著產業生態的改變，遠距醫療公司在研發及導入產品的策略變化如何，成為一值得研究的議題。

    為分析遠距醫療公司於技術採用生命週期各階段，所注重之行銷策略核心觀點，本研究整合技術採用生命週期以及策略行銷之架構，與現今個案公司進行整合性的分析，來探討遠距醫療產業公司如何在該產品的技術採用生命週期階段導入遠距醫療服務，以符合現代照護需求。

    透過分析過程本研究發現，由於遠距醫療產業重視技術創新的特性，該類型之公司多位於技術採用生命週期的早期市場階段，行銷策略更架構在產品的優異性上；而產品的優異性是從早期市場拓展至保齡球道的重要關鍵，更是公司得以成長的動力。
    Since the society was committed to the telemedicine industry, improving the quality of medical services and satisfied the care needs were the developing purpose. Since 1915, it had been 100 years we started to promote the telemedicine services in Taiwan. Because of the changing needs by advances in technology and the transition of industry, the strategies of introduced the service by each telemedicine companies were not entirely the same.

    With the advance of science and technology, there were a new wave of technological innovation in the telemedicine industry. It continued to introduce "Wise Information Technology" concept into the industry, that is, people use intelligent medical management by connecting various medical equipment, facilities and sensors by the Internet or other communication technologies. Changing along with the technology, it is interesting to discover the change of the strategies to import the product in a telemedicine company.

    In order to discuss the focuses on the marketing strategic in each technology adoption life cycle, we use marketing strategy and technology adoption life cycle theory to analysis with one telemedicine company. Hence, we can explore how did the telemedicine company do to introduce their services to meet the care needs in the technology adoption life cycle now.

    Based on the characteristics of technological innovation oriented in telemedicine industry, we found that this type of companies usually under the early market of the technology adoption life cycle, and the marketing strategies can also depend on the product leadership. It’s the key point from early market to get into bowling alley by product leadership, moreover, it also constitutes the engine of sustaining business growth.
    參考文獻: 一、中文參考文獻

    Geoffrey A. Moore，（1996）。龍捲風暴：矽谷的高科技行銷策略。台北：麥田出版股份有限公司。
    丁柏銓，（1998）。當代廣告文案寫作。陝西師範大學出版社 。
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    余家杰、徐業良，（2009）。國內外遠距居家照護發展之現況與挑戰。社區教育暨老人福祉學術研討會。
    吳昌政、林玗錚、孫子傑，（2013）。老人關還零距離—社區／居家遠距照護之發展及應用探討。台灣老年學論壇，第17期，第1-12頁。
    邱志聖，（2014）。策略行銷分析：架構與實務應用。台北：智勝文化事業有限公司。
    商業週刊，亞洲評比：台灣的創業環境，只贏過不丹和尼泊爾，上網日期2016年5月18日，檢自：http://www.businessweekly.com.tw/KBlogArticle.aspx?id=8946
    張曉婷，（ 2008）。淺談台灣之遠距照護。台灣老年學論壇，第001期，第4-7頁。
    曾正光，（2002）。遠距居家照護之發展現況與趨勢。IT IS智網 產業技術知識服務計畫。

    二、英文參考文獻

    Johnson G, Scholes K, (1999). Exploring Corporate Strategy.
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    Smith, Wendell. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, July, p3-8.
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    WHO, (2009). Telemedicine: opportunities and developments in Member States: report on the second global survey on Health. World Health Organization, 2010.
    Wells, W. D., and Prensky, D. (1996). Consumer Behavior, NY: John Wiley and Sons Inc.
    Yin, R.K., (1994), Case Study Research: Design and Methods, Newbury Park, CA: Sage Publications.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932405
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103932405
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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