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| Title: | 健康管理產業創新行銷之研討－以L公司為例
Innovative marketing research of health care industry |
| Authors: | 劉獻正 |
| Contributors: | 季延平
劉獻正 |
| Keywords: | 創新
服務行銷
innovation
marketing |
| Date: | 2010 |
| Issue Date: | 2012-04-12 14:00:13 (UTC+8) |
| Abstract: | 隨著社會經濟的發展，消費者對於生活品質水準的要求亦日漸提升，而其生活品質與個人身心健康狀況更是有密不可分的關係存在，故醫療服務產業更是未來發展趨勢與重要新興產業。此外，科技技術的日益精進，促使醫療服務產業所能為消費者創造出的價值遠高於過去發展，故科技技術之應用不僅能提升醫療產業的服務價值，更能滿足消費者與市場的需求。
本研究以個案方式去探討在新興產業中，企業要如何運用創新的行銷模式和策略來提升企業的知名度和產品服務所能被消費者接受的程度，甚至是教育消費者使其發掘自身的醫療服務需求並且建立起預防的醫療常識。此外，本研究透過蒐集國內外相關文獻，再加上訪談企業高階經理人等方式，來了解企業內部營運以及策略擬定之考量因素與決策過程，希望透過深入訪談的方式，以蒐集行銷策略之相關資料與內容。同時，透過分析企業內外部的產業環境，來了解企業發展動態以及影響因素。
本研究歸納出企業在擬定決策過程時，除了必須要考量產業環境外，亦要將消費者的消費特性或行為納入考量，尤其是該企業的產品和服務與消費者有直接接觸的時候。此外，企業所處的產業環境為新興市場時，要如何透過行銷工具的運用與執行，以提升企業知名度並同時教育消費者亦成為企業經營重點之一。此外，主要傳遞產品和服務者為企業的內部員工，故要如何透過員工的專業服務的傳遞以及良好的服務態度之建立，亦是建立消費者忠誠度和提升滿意度的營運成功關鍵因素，故企業亦要同時著重與員工的內部互動關係，透過員工的高度認同，企業將更能有效傳達優質的企業形象。
本研究期望能透過研究結果，以協助其他企業尋找適合企業本身的行銷策略，並且透過行銷活動之執行和策略擬定，以使得企業能提升知名度並更能穩健地成長，最後將深具挑戰性的行銷工具轉換成明確且執行高的因應策略與活動。
With the development of society and economy, the quality of life that consumers expect becomes escalating day by day and much stricter than before. Meanwhile, the quality of life is inseparable from personal state of health, so health-care industry becomes a kind of much more important and prosperous industry. Besides, with the fast improvement of technology, the service and value that the health-care enterprise can provide to their customers is more and higher than they did before. So the application from the technologies can not only promote the high-value added service but create the new and larger demand from consumers and market. This study focus on how the enterprises use the creative marketing tool and strategies to promote the prestige, the acceptance of new product by the consumers and how to educated customers to disclose their needs of medical treatment through the way of case-study.
This study generalized the related information from the past document records to nowadays, and also interviewed the company to research the process that how the strategies were made by visiting the top manager and the employee of the company. The study did research related to the topic of marketing strategies and collect the relevant information. Finally this study did the related outside and inside analysis and to understand the influential factors in the process of corporate development.
This study found out that when the strategies were made, the company should take the industrial environment and the consumers’ behaviors into considerations, especially when the service has a straight contact with the customers. Except that, when the industry was a developing industry, the company also needs to focus on how to educate the consumer and escalate the corporate image by the marketing strategies. The customers’ loyalty and satisfaction are related to the professional service and employees’ attitude, so how to build close and harmonious relationship with the employees is also helpful in running the business.
This study was expected to help the other corporate to find out the suitable marketing strategies and activities to make the corporate sustain the improvement and keep growing, and further to change the challenging task into a specific and feasible managing strategy to help the enterprise to become much stronger.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象與範圍 3
第四節 研究流程 3
第五節 論文架構 5
第二章 文獻探討 6
第一節 創新 6
一、創新的定義 6
二、創新的種類 8
第二節 服務行銷 13
一、服務的定義與特性 13
二、服務品質缺口分析 14
三、行銷的內涵與定義 17
四、行銷組合 17
五、市場導向的服務行銷 18
第三章 研究設計 21
第一節 研究架構 21
第二節 研究方法 24
一、個案研究法 24
二、資料來源 24
三、訪談設計 24
第四章 個案分析 25
第一節 產業介紹 25
一、醫療產業 25
二、生物技術產業 35
第二節 個案公司簡介 43
一、公司簡介 43
二、SWOT分析 46
三、個案公司行銷策略之應用 53
四、小結 61
第五章 結論與建議 62
第一節 結論 62
第二節 建議 63
一、研究建議 63
二、其他建議 64
文獻參考 65 |
| Reference: | 中文文獻(依第一作者筆畫順序)
1.洪順慶（1999），行銷管理，台北：新陸書局。
2.陳國嘉（2003），服務業行銷管理，台北：五南圖書。
3.陳耀茂（2003），服務行銷與管理，台北：高立圖書。
4.黃俊英（1995），行銷研究，台北：華泰書局。
5.賴士葆（1996），商學總論，台北：麥田出版股份有限公司。
6.蔡啟通（1997），組之因素、組織成員整體創造性與組織創新之關係，國立台灣大學商學研究所博士論文。
7.經濟部投資業務處（2008），生物科技產業分析與投資機會。
8.經濟部工業局（2007），生技產業白皮書。
9.財團法人醫藥工業技術發展中心及經濟部生物技術與醫藥工業推動小組（2007），台灣生技產業發展現況。
網站資料
1.中華民國統計資訊網，http://www.stat.gov.tw/mp.asp?mp=3，登錄：2011年5月20日。
2.中華民國製藥發展協會，http://www.cpmda.org.tw/news_show.php?news_id=80，登錄時間：2011年5月22日。
3.行政院衛生署，http://www.cdc.gov.tw/mp.asp?mp=1，登錄時間：2011年5月16日。
4.經濟部生物技術與醫藥工業推動小組，http://www.biopharm.org.tw/，登錄時間：2011年5月18日。
5.經濟部工業局，http://www.moeaidb.gov.tw/，登錄時間：2011年5月18日。
英文文獻
1.Abernathy, W. & Clark, K. B. (1985), “Mapping the Winds of Creative Destruction,” Research Policy, 14, pp. 3-22.
2.Afuah, Allen (1998), “Innovation Management：Strategies, Implementation, and Profits,” Oxford University Press.
3.Betz, F. (1987), “Managing technology-competing through new ventures- Innovation, and corporate research,” New York: Prentice Hall.
4.Chacke, G. K.(1988), “Technology Management – Application to Corporate Market and Military Missions ,” New York: Praeger.
5.Daft, R. L. (1978), “A Dual-Core Model of Organizational Innovation”,
Academy of Management Journal, 21, pp.193-210.
6.Damanpour, F. (1991), “Organizational innovation: A meta-analysis of effects of determinants and moderators,” Academy of Management Journal, 34, pp.555-590.
7.Ettlie, J. E. , Bridges, W. P., & O’Keefe, R. D. (1984), “Organization
strategy and structural differences for radical versus incremental
innovation,” Management Journal, 30, pp. 682-695.
8.Gattiker, U. E. (1990), “Technology management in organization ,” Sage, CA.
9.Gronroos, C. (1985), Internal Marketing Theory and Practice in Service Marketing in a Changing Environment, Chicago: American Marketing association, pp.42-47.
10.Holt, K., (1988), “Product Innovation Management,” 2nd., London: Butterworths.
11.James, Higgins, (1995), “Innovation: the core competence,” Planning
Review, 23, pp. 32-36.
12.Judy, Estrin(2009), “ Closing the Innovation Gap : Reigniting the Spark of Creativity in a Global Economy,” New York: McGraw-Hill Company.
13.Knight, K. E. (1967), “A Descriptive Model of the Intra-firm Innovation
Process,” Journal of Business, 40, pp. 478-496.
14.Kotler, P. (1994), Marketing Management: Analysis, Planning, and Control, 8thed, New York: Prentice-Hall.
15.Marquis, D. G. (1972), “The anatomy of successful innovation, ” Managing Advancing Technology, 11, pp.35-48.
16.Nadler, D. A. & Tushman, M. L.(1995), “Types of Organizational Change : From Incremental Improvement to Discontinuous Transformation in Discontinuous Change,” Illinois: Jessey-Bass Inc.
17.Nonaka,I. & Takeuchi, H. (1995),”The Knowledge Creating Company: How Japanese Companies Create the Dynamics of Innovation.” Oxford University Press.
18.Oliver, R. L. (1981), “Measurement and evaluation of Satisfaction process in retail setting.”Journal of Retailing, Vol.57, No.3, pp.18-48.
19.Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing ,pp.41-50.
20.Parasuraman, Zeithaml, Berry (1988), “SERVQUAL：A Multiple-item Scale for Measuring Consumer Perception of Service Quality,” Journal of Retailing, pp.12-40.
21.Porter, M. E.(1985), “Competitive Advantages: Creating and Sustaining Superior Performance,” New York: The Free Press.
22.Rebacca, M. Henderson & Kim, B. Clark(1995), “Architectural Innovation: The Reconfiguration of Exiting Product Technologies and the Failure of Established Firm,” Administrative Science Quarterly, Vol.35, pp. 9-30.
23.Schvaneveldt, S.J., Takao, Enkawa, & Massmi Miyakawa (1991),“Consumer Evaluation Perspectives of Service Quality: Evaluation Factors And Two-Way Model of Quality, ”Total Quality Management, Vol. 2, pp.149-161.
24.Schumnn, P. A.(1994), “Innovate: straight path the quality, customer delight & competitive advantage,” New York: McGraw Hill.
25.Van de Ven, Andrew H. (1986), “Central problems in the management of innovation.” Management Science, 32, pp.590-607.
26.Zeithaml, Valerie A., Leonard L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, pp.31-46. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
97932408
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0097932408 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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