| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === As global competition and industry structure change rapidly, the medical industry shifts to adapt to changing surroundings from conservatism and seeks for a new breakthrough whilst reviewing the foundation of making profit from the aspect of hospital. In order to maintain a sustainable competitive advantage, marketing strategy and innovation play a major role to hit the target.
This study is conducted via in-depth interviews with four medical institutions through qualitative method and data analysis to understand the actions implemented by medical institutions in Taiwan. Those actions about how to promote medical tourism include STP, marketing mix, the influences of business model innovation and marketing strategy on Taiwan medical tourism as well as competitive advantage. Also, this study provides an insight on the market segmentation, target markets and product positioning analysis in order to exploit the advantage through the cases studied. Considering medical industry as service industry, the operation of business model requires key resources to achieve the claim for value of the customers. Moreover, deliberate such operation is required in order to fully comprehend innovation.
Based on the results, it is revealed that the visibility of Taiwan medical institutions is poor and requires cooperation between the government and the medical institutions. The initial step to break down bottleneck is to implemented regulation in order to promote innovation. This study conducts surveys on medical tourism promotion of cases studied and finds the best model is to develop a high-end physical examination and special medication. Besides, it is necessary to make the institutions global and develop international channels to maintain high reputation. That can be achieved via integration of the concept of marketing using the methods of resource conformity and strategic alliance to curb the reliance of medical institution on National Health Insurance. Taiwan’s medical industry has a good prospect to attract international customers and we hope that development of medical tourism will stimulate the growth of related industries and enhance the competitiveness of local service industry.
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