| Summary: | 碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 103 === It has been more than 20 years from the foundation of National Health Insurance in Taiwan. Making everyone benefits from NHI. But the expense of NHI is getting more and more by year. Because the limited resources of NHI, pharmacutical industry needs to have more deep understanding about physician's behavior intension, to make sales increased. There’s lots of competition between original and generic manufacturers. In orede to have sustainable development, maintain long term cooperation relationship with hospitals and doctors is an important issue for pharmacutical industry to investigate.
This obsjects of the research are the doctors from large-scale medical institutions in south of Taiwan. The results show that the relationship quality and perception of product innovation have significant positive effects on physician’s behavior intension for new medicine. And perception of product innovation has mediation effect between relationship quality and physician’s behavior intension. According to the research results, I raise four suggestions as below. Results of this study will provide consultation to pharmaceutical industry to catch doctor’s decision behavior, and develop marketing strategies for their sales.
1. To enhance the relationship quality between pharmaceutical industry and doctors.
2. Reinforcing professional education, continuing deliever innovations of new medication to doctors.
3. Set up a marketing model based on patients’ benefit.
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