Innovative marketing research of health care industry

• Main Author: 劉獻正
• Other Authors: 季延平
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/18537644462988057568

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 99 === 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.