An analysis of the preventive medical market inTaiwan and recommendations for marketing strategy

• Main Authors: Tzu Ho, 何慈
• Other Authors: Wan-I Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/38905224403435510882

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === Abstract Health care facilities in Taiwan, provides comprehensive health care, with the advent of an aging society, the population of the elderly and those with chronic disease generated a lot of medical care needs,resulting in health care costs increase, NHI financial deficit, the government is facing pressure on public health care reform, Taiwan''s medical industry is also facing a rapidly changing business environment. Medical industry symbolizes the degree of economic prosperity of the country, and the health of all citizens of the country and the quality of life are closely related. According to Taiwan''s Development Center for Biotechnology Statistics, in 2011 the biotechnology industry output value of about ($ 2.6 )billion, estimated preventive health care industry will become one of the world''s fastest growing and most promising industries。 Menopause is a non-avoided process process of entering an aging society, This study aging society as the primary market segment to menopause as the main target market groups, and the question "menopausal syndrome" may lead to a series of chronic diseases, do to explore the topic. This study also uses the case study method to collect the Menopause’ data through face-depth interviews, personal and professional experience and advices of women physicians, pharmacists and medical practitioners related industries, and understand the current health care industry to promote preventive health care as a countermeasure for real, in-depth to explore how to plan marketing strategies, how to make market segment, select target markets and positioning levels to achieve research purposes. From the point of view of preventive medicine and to explore the medical industry in Taiwan for medical care related series of marketing strategies, including marketing strategies (STP) and the marketing mix (4P) strategy, the results of the analysis provide health-related industries, as advised consumers closer to the desired and marketing direction。