智慧醫療一對一服務行銷策略之研究 – 以A公司對F醫院服務為例

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Title:	智慧醫療一對一服務行銷策略之研究 – 以A公司對F醫院服務為例
Authors:	羅怡雯;Lo, Yi-Wen
Contributors:	資訊管理學系在職專班
Keywords:	智慧醫療;服務行銷策略;一對一行銷;Smart Medical;Service Marketing Strategy;One-to-one Marketing
Date:	2019-06-28
Issue Date:	2019-09-03 15:40:34 (UTC+8)
Publisher:	國立中央大學
Abstract:	近年來社會人口結構改變，高齡人口比例逐年上升，醫療服務的需求與日俱增，對捉襟見肘的醫護人力困境，更是雪上加霜。隨著資通訊技術（ICT）的快速發展，ICT開始受到重視，各國政府紛紛推動智慧城市，期望透過行動網路技術、物聯網、大數據、雲端運算等資訊科技的應用，協助解決城市資源分配、自然資源與環境汙染的管控等問題。智能醫療在政府推動智慧城市的政策引導下，各家醫療院所開始正視對智能醫療的迫切需求並積極投入建置。因此智能醫療的需求提升，智慧醫療產業開始受到高度重視。台灣軟體與硬體的研發能力在國際上享有盛名，然而軟硬整合產品銷售只用過去單打獨鬥的軟體銷售或硬體銷售的思維來研擬行銷策略，恐怕己不足以應付新的市場需求，當前企業必須發揮團隊合作的精神以達到綜效。故本研究以一對一行銷為基礎，配合醫療服務的整體需求及目前智能醫療軟硬整合解決方案產業的發展現況，透過個案深度訪談與分析，歸納出符合市場需求的行銷策略。本研究為質性研究，採取個案研究法，個案選擇以推動智慧城市為重要發展策略的領導型企業，與積極投入建置智慧醫療提升醫療服務的指標型醫院，作為本研究一對一服務行銷策略的研究對象。透過觀察實際行銷策略（STP目標市場區隔、行銷黃金三角、7P′s服務行銷策略、關係行銷策略、一對一行銷）的運作方式，探討個案公司落實對醫療院所提供一對一服務行銷策略的具體作為。由於智慧醫療尚處萌芽階段，有關智慧醫療行銷策略的文獻仍然不足，故本研究主要探討在服務行銷策略顧客至上的原則下，個案公司如何建置合理且有效的行銷策略，讓企業與醫院雙方合作模式能建構在一致的共識基礎上，使智慧醫療服務行銷策略中每個角色相互相依的順暢運作，以做為未來專案管理者在導入智能醫療軟硬整合解決方案的行銷策略適當的參考建議，讓智能醫療軟硬體整合解決方案服務行銷品質得以永續。 ;The rapid development of information and communication technology in recent years has drawn attention to its potential applications. Governments have promoted smart cities to help solve urban problems through the application of information technology (e.g. mobile Internet technology, Internet of Things, big data, and cloud computing) with an emphasis on smart health in issues such as resource allocation, natural resources and environmental pollution control. Under the guidance of policies, smart hospitals demand and invest in smart medical care. OR policies have guided/demanded/encouraged hospitals to invest in smart medical care, increasing the demand for smart medical care and heightening the attention on the smart medical industry. Taiwan’s software and hardware research and development capabilities are well-known internationally. The sales energy of software and hardware integration should be play the spirit of teamwork to achieve synergy. Therefore, if only soft and hard integrated products are sold, the original software sales or hardware sales are used. With a basis in service marketing, this study uses case-by-case analysis appropriate for the overall demand for medical services and the current development of smart medical care to formulate an objective service marketing strategy for use by future project managers. The introduction of a reference business management strategy for the smart medical software and hardware integration service program would sustain service quality of such projects. This study qualitatively measures one-to-one marketing of leading companies investing and developing smart city and smart hospital technologies. This research investigates the actual marketing strategy (STP target market segmentation, Golden triangle marketing, 7P′s service marketing strategy, relationship marketing strategy, one-to-one marketing) in a company′s implementation of one-to-one service marketing strategy for medical institutions. The smart medical industry is still in its infancy, and the research of the marketing strategies is still insufficient. This study aims to provide methods to establish a reasonable and effective marketing strategy for the case companies in the service marketing strategy. The cooperation model can be constructed on the basis of consensus and independent operation of roles in the smart medical service marketing strategy. This model would serve as an appropriate reference for future project managers to introduce marketing strategies for holistic smart medical integration solutions, and enable sustainable marketing quality.
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