服務花朵的創新與競爭優勢:以五家牙科診所的個案分析

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/85925

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/85925

Title:	服務花朵的創新與競爭優勢:以五家牙科診所的個案分析
Authors:	許倩瑜;Hsu, Chien-Yu
Contributors:	企業管理學系在職專班
Keywords:	牙科診所;創新服務;7Ps行銷組合;服務花朵;Dental clinic;Innovative services;Marketing theory of 7Ps;The Flower of Service
Date:	2021-09-02
Issue Date:	2021-12-07 11:42:36 (UTC+8)
Publisher:	國立中央大學
Abstract:	牙科產業正迅速地發展及進步，台灣牙科診所正面臨比7-11便利超商多的窘境，診所之間的競爭我們歷歷在目。因此，牙科診所經營管理者必須開始正視如何做出差異化，從差異化角度切入區隔市場，保有市場競爭力。本研究藉由個案研究方式深度訪談五間地區的特色牙科院所，經由訪談歸納與行銷組合7Ps模型、服務花朵分析，探討彙整出特色牙科院所在創新服務上的競爭優勢，再依據研究結果提出具體建議，提供診所管理者作為經營管理之參考。本研究結果獲得以下結論: 一、到宅服務熱血形象，正向影響患者對診所觀感二、表現權威的醫師可提升病患的看診信心三、治療計畫與患者生活習慣做結合四、大量的治療經驗累積，攝取不同領域知識，醫療名醫成為品牌形象五、診所專科化分科處理，留下病患提升顧客滿意度六、診所若是專精一項健保治療，轉診診所培養是關鍵七、提升薪資，激發員工熱情，留住患者 ;The dental industry is rapidly developing and progressing. The dental clinics in Taiwan are facing more dilemmas than 7-11 convenience stores. Competitions between clinics are very serious. Therefore, the operators of dental clinics must start to face how to differentiate and focus on the target customer group from the perspective of differentiation in order to maintain competitiveness. This study adopts case study approach to conduct in-depth interviews with five distinctive regional dental clinics. Then we use the marketing mix 7Ps model and service flower analysis to summarize the competitive advantages of these case clinics in innovative services, and propose some suggestions based on the results as references for management. Our conclusions are: 1.The enthusiastic image of home service positively affects patients′ perception of the clinic. 2.The doctor’s authority can increase the patient′s confidence. 3.The treatment plan should combine with the patient’s daily habits 4.Accumulating a lot of clinical treatment experiences and learning knowledge in different fields will help doctors build a good brand image. 5.The clinic′s specialized treatment can improve patient’s satisfaction. 6.If the clinic just specializes in a unique treatment, referral clinic training is important. 7.Increasing salaries, stimulating employee enthusiasm, and building patient loyalty are also important.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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