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• Main Authors: Kuang-She Chang, 張廣赦
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/d8ucyn

碩士 === 國立中央大學 === 哲學研究所碩士在職專班 === 96 === In the context of medical marketing, the purpose of marketing management is to improve the medical services which include living in the high service quality of medical environment, living in the high natural quality environment, and living in the high culture quality environment. This essay aims at questioning that is it right for hospital to have non-medical advertisement? Recnetly there are many hospitals using non-medical advertisement to attract more patients to have unnecessary medical treatments due to the over competition. Moreover, this essay suggests that Tawian needs more proper medical and non-medical marketing norms as guidelines to let those hospitals to follow. In order to do so, Stakeholder Theory and Integrate Social Contract Theory (ISCT) have been applied and several principles of medical and non-medical advertisement have been proposed as well.