摘要(英) |
The implement of the National Health Insurance risen the dental market in blooming, however, it also has made clinics face more challenges for the stronger competition from the fast growth of dentists and dental clinics, and the decreasing payment from the National Health Insurance. In such circumstance, it has become the trend for hospitals or clinics to use marketing strategies in order to strengthen their advantages. Thus, the management and service marketing became an important and worthy topic to be deeply studied, that inspired the motivation to start this reach.
The clinic P located in Hsinchu is selected as the studied case here. The research is deeply studied how Taiwanese dental industries find out solutions, set up the marketing mode of health care and the strategies, and then analyze the performance of case clinic through the SWOT. The data collection came from the depth interview with the management and employees in the clinic P, and the secondary data, based on the Qualitative Research Method.
Two conclusions are made after the deep analysis to the studied case, (1) dental clinics should develop strategies toward the case payment instead of being bonded by the National Health Insurance system, and (2) dental clinics should develop medical service marketing by positioning patient as the core and increasing the value of medical service based on the concept of golden triangle marketing. The comments to the case clinic are as follows, (1) use the horizontal alliances to provide complete medical services, and (2) strengthen core techniques to build the brand image, (3) deeply root the organization culture by implementing training plans, (4) develop the successor plan to increase the employee value, (5) load in high tech system to carry out the knowledge management, and (6) share the professional knowledge to create the mutual benefit. Future research direction is commented toward to (1) increase the numbers of studied case to have more neutral conclusions, and (2) use Quantitative Analysis Method by providing more data to perfect the research result.
The research is proceeded carefully to meet the scientific principles for the topic selection, research structure, and the interview with case clinic management and employees, but some limitations are still existed as below, (1) limitation to the research method, (2) limitation to the research process, and (3) limitation to the application range of research. |
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