Healthcare Industry Marketing Performance Analysis

• Main Authors: Hsiu-Ya Chuang, 莊琇雅
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/28534079023184084015

碩士 === 銘傳大學 === 財務金融學系碩士在職專班 === 103 === The health industry is another point. The wage increasing makes people to be concerned more about their health, and the phenomenon of declining birthrate also improves the requirements of health. The main purpose of this study is to understand how medical institutions carry weight in industry by analyzing the marketing strategies of a case of health check. In this case, we have discovered that it build its brand image by searching for the new demands. They found their target customers and know their needs, then they taught the customers the concept of health and preventive medicine. To create a good customer value is the purpose of the case. Through the marketing strategies of the case, we found that it established a brand value primarily in order to retain customer loyalty and also for the long-term profitability. The main recommendations of this study: First, the use of group integration, cross-industry alliance, and the second, with the government policy, and the third, marketing and promotion; and finally for empirical data analysis, development of a new vision and new marketing strategies: (a) expand and maintain a personal health check of the overall market (b) Strategic abandon group health check market (3) The issuer of member companies in order to expand the market (IV) to expand the business scope and cross-selling (v) create a demand-driven marketing.