Marketing Decision Analysis for the Cosmeceutical Products – Comparisons of the Perspectives of Medical Service Suppliers and the Product Companies

• Main Authors: Chiu-Yen Hsieh, 謝秋燕
• Other Authors: Hui-ching Weng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/78570002473321566369

碩士 === 義守大學 === 管理研究所碩士班 === 96 === This research sampling was taken from the 5 differents General hospital, 13 Dermatology clincs and 3 industry operation. This reseach will foucus on the cosmeceutical how the doctor and the industry operater needs and the different of marketing strategy by using the in depth intervew. After interviews 15 doctors, result analyze as following: ( 1) Doctor will at choose emphasize effect on product, Safety and clinical trails ( 2) profit and to whole operates whether helps the operation ( 3) Towards recommends product access market area separate need definitely, And holds it monopoly ( 4) tester and promotion should active diversification. By interviews three products operator, It at the hospital level''s marketing policy, This research suggestion as following: ( 1) Should many pay attention to towards product''s clinical trails, and the idealing with branding, position the product on the academic value, ( 2) providing tester ( 3) make health education poster and handbook for the out patients clinic ( 4) holding a seminar. This marketing strategy Can let the consumer ( Patient) At immaterial among, Be able to will assist cure''s idea cultivate out, Such consciousness will affect doctor recommend effect. Towards operator at clinic level''s marketing policy, This research suggestion following: ( 1) Popularizes object can expand go take care personnel, Because this a kind of relation maintain, Can let practicality at sale product take care personnel, Towards recommends medical science visit the barber brand''s loyalty promotion; ( 2) at the parts of product channel can separate the product by the package or different product line.rentiation, or focus on different channel design different set of promotion, so the consumer can separate from the different market channel.