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|Keywords: ||在滬台商;就醫行為;影響因素;消費者行為;行銷策略;consumer behavior;influential factor;marketing strategy;Taiwan businessmen in Shanghai;take medical treatment|
|Issue Date: ||2014-05-08 15:30:42 (UTC+8)|
;With the perfection of the 3-link policies, more and more Taiwan businessmen hope to win their share of the potential market and shift their business focus to the mainland; some have settled down in the mainland with their whole families. The greater Shanghai area tends to be the first choice of Taiwan businessmen to start their business on the mainland. Statistics indicate that there are over 300,000 Taiwan businessmen in Shanghai, and the number keeps increasing. However, the Xinhua News Agency reports that Taiwan businessmen on the mainland have been obsessed with three major problems, the greatest one being that of medical services. Taiwan businessmen in Shanghai are frightened whenever they think about medical service because most public medical service providers which have for a long time relied on a governmental subsidy, do not focus on the improvement of their service; while other non-governmental medical institutions cheat for a profit from their services.
Under these conditions Taiwan businessmen funded hospitals have been set up to provide quality medical service to Taiwan businessmen in Shanghai. However there is no literature or research indicating whether the businessmen select their medical service as they did in Taiwan or have changed their way of selection due to cultural and environmental influences of the mainland. The study aims to discuss related factors concerning their medical service. On the basis of investigating the medical service receivers’ evaluation of the quality of the mainland medical service and further discussing the evaluation principles and related behavior of their selection of hospitals, the study tries to provide suggestions for the setup of a marketing strategy for related medical service providers.
The study adopted a convenient sample to interview persons and has collected 145 valid questionnaires. The data collected are analyzed through testing and analysis of variance after reliability and validity testing. The major findings are as follows:
(1) The Taiwan businessmen in Shanghai focus on the product and service of a hospital; what they are mostly dissatisfied with is the cost; and the factor having the greatest gap between expectation and perception is hardware environment.
(2) So far as the preferences on medical service decisions are concerned, there is a huge gap between the emphasis on price and medical service selections based on age and annual income.
(3) The Taiwan businessmen in Shanghai have not fully used the medical services. For example, when they become ill, their first treatment is often to take medicines brought from Taiwan. The medical providers of first choice are Taiwan-businessmen-funded hospitals, and the major department where they see a doctor is that of internal medicine.
|Appears in Collections:||[高階主管企管（EMBA）碩士班] 博碩士論文|
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