| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 100 === Abstract
The purpose of this study is to find the relationship between PAOD (Peripheral Arterial Occlusive Disease) and the major human diseases based on various statistics and literatures. The findings will facilitate the promotion of PAOD instrument at district clinics and hospitals where health and hygiene lessons are taught, these lessons will instruct people the idea of ‘prevention is better than cure’ and ‘early discover early cure’ on PAOD. Through analysis of data collected from hospital questionnaires to find an effective marketing strategy of universal installation of PAOD instrument which will make it more popular and convenient to screen potential PAOD patients and to realize the idea of ‘early discover early cure’.
Another approach of this study will focus on marketing strategy and corporate wide management strategy, the methods applied such as:
1. STP (Segmentation, Targeting, Positioning) marketing strategy
2. 4P (Product、Price、Place、Promote) theory, definition, features, advantages and disadvantages.
3. 4C (Customer benefit、Cost to customer、Convenience、Communication) theory, definition, features, advantages and disadvantages.
4. The comparisons and crossed applications of 4P and 4C theory.
5. Vertical integration strategy.
Through the above methods and the analysis of PAOD questionnaires, it decides a marketing strategy and execution approach. Besides, according to the current industry environment and health insurance system, this paper gives practical advices to company ‘A’ facing exit strategy.
In an era of extremely competitive of free market, how to customize products, to differentiate services, to increase the customer loyalty and to buildup good brand image are the cores of competition to a company. Based on the result of this study, it purposes company ‘A’ the short, medium and long term running plan individually. The core of the best marketing strategy always considers the highest guideline ‘the needs and benefits of customers’. For a company, besides its profits consideration for continuous operation, how to step into a virtuous cycle which constantly puts the benefits of customers (such as hospitals, clinics, and patients) as its first priority is the major topic of sustainability and differentiation.
Key words: PAOD，STP marketing strategy，4P theory，4C theory，vertical integration
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