服務花朵的創新與競爭優勢:以五家牙科診所的個案分析

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許倩瑜(Chien-Yu Hsu) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

服務花朵的創新與競爭優勢:以五家牙科診所的個案分析

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摘要(中)

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

摘要(英)

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.

關鍵字(中)

★ 牙科診所
★ 創新服務
★ 7Ps行銷組合
★ 服務花朵

關鍵字(英)

★ Dental clinic,
★ Innovative services
★ Marketing theory of 7Ps
★ The Flower of Service

論文目次

摘要 i
Abstract ii
誌謝 iv
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的與問題 3
第三節研究流程與架構 4
第二章文獻探討 6
第一節台灣牙醫產業發展 6
第二節服務與創新 11
第三章研究方法 28
第一節研究架構 28
第二節個案研究法 29
第三節深度訪談法 30
第四節研究對象 30
第四章研究結果 32
第一節星星牙醫診所之創新服務 32
第二節醫療名醫牙醫診所之創新服務 37
第三節全人牙醫診所之創新服務 42
第四節專科牙醫診所之創新服務 48
第五節平價牙醫診所之創新服務 53
第六節綜合五間牙科診所之創新服務 58
第七節綜合五間牙科診所之行銷組合分析 61
第五章結論與建議 67
第一節研究結論 67
第二節研究建議 70
參考文獻 72
中文文獻 72
英文文獻 73

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指導教授

林建煌(Jian-Huang Lin)

審核日期

2021-9-2

推文