南部醫院醫藥人員知覺藥品行銷策略與品牌忠誠度關係之研究

• Main Author: 徐瑞志
• Other Authors: 楊國德 博士
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/49738448734905377759

碩士 === 國立高雄師範大學 === 成人教育研究所 === 103 === Perception of the linking between marketing strategies and brand loyalty to southern Taiwan hospitals’ medical staff Abstract The study, entitled "Perception of the linking between marketing strategies and brand loyalty to southern Taiwan hospitals’ medical staff". It’s aimed to provide more specific strategies based on the findings of the study and try to provide any references to pharmaceutical’s top management and marketing staff, to reinforce marketing strategy and improve medical staff’s loyalty to target brands. To reach some results, the study took questionnaires to collect data from Tainan, Kaohsiung and Pingtung County’s Hospitals; and those who accepted questionnaires are doctors, pharmacists and procurement personnel. Taking reference from other questionnaires, the study totally issued 500 questionnaires, 473 returned and 458 validated. The effective response rate is 96.8%. The study uses SPSS 18.0 software to analyze data acquired, the analytic tools include descriptive statistical analysis, independent sample “T” test, single factor analysis for variance, Pearson correlation analysis and other statistical methods and so on. According to the study, conclusions as below: 1. The medical staff’s perception to marketing strategy is in middle-high level, and much more impressive to "channel strategy". 2. The perception of royalty of medical staff to S pharmaceutical is in medium level, much more concern with "choose and use". 3. According to the study it indicated men, junior, public medical center or private hospital, Pingtung County’s medical staff has much higher perception to S pharmaceutical’s marketing strategy. 4. The study said men, doctor, public medical center, Pingtung County’s medical staff has much higher perception in royalty to S Pharmaceutical. 5. The more the medical staff’s perception to marketing strategy, the higher the medical staff’s loyalty to a brand. According to the study findings it recommends that pharmaceuticals should build up partnership with hospitals and create customer satisfaction. It also recommends a product detailing can increase its prescription rate. Furthermore, the pharmaceuticals should work closely with medical associations and patients clubs to make a good corporate image while comply with marketing rules. The above are for S pharmaceutical’s reference in the future when they are working out marketing strategy. Keywords: southern hospitals’ medical staff, marketing strategy, brand loyalty.