| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 101 === This research is to study about marketing strategies for medical tourism under resource integration, and it is including the 4 kinds of marketing strategy in STP theory. Then, it also discussed about how to plan the marketing strategy, how to choose the target in marketplace, and how to build up the competitive advantages from the activities and experiences of case study.
This study used the qualitative research method, and it also collected the information from employee interviews of the case study in order to know deeply about the personals that are in charge on medical tourism. In addition, the purpose of this study is tried to promote the medical tourism from actual activities and competitive advantage by Taiwan medical institutes. About the interview information, this study also tried to analyze the processes and activities of medical tourism.
During this research, we found out that the case study in medical tourism uses to create the relationship of cooperation and form an alliance in order to reduce the risk of management and capitals and to share the benefits of resources. However, the case study still needs to think about the culture issue because culture shock would make from the differences of custom, religion, and diet.
Through the results of this research, we had three suggestions to government: (1) to release the law and regulation of medical advertisement, (2) to promote and assist the medical institutes to pass the international qualitative accreditation, and (3) to intensify the international marketing routes in order to promote the international image and visibility into Taiwan medical tourism. Also we had three suggestions to case study: (1) to enhance the breadth and depth of products, improve the added value of medical services, (2) to find out the good partnership and create the international marketing routes, (3) to train the international talents and create the international environment for providing nice strategy into service market and customers. Therefore, we had two suggestions for medical institutes: (1) to increase the ability of international service and raise the competitive advantage, (2) to promote the medical strength and specialty from the characteristic and resources of medical institutes.
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