牙醫顧客市場分析與經營策略制定之探討

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/77241

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题名:	牙醫顧客市場分析與經營策略制定之探討
作者:	黃籌永;Huang, Chou-Yung
贡献者:	高階主管企管碩士班
关键词:	牙醫診所;診所經營策略;醫療行銷;dental clinic;business strategies for clinics;medical marketing
日期:	2018-05-29
上传时间:	2018-08-31 14:28:25 (UTC+8)
出版者:	國立中央大學
摘要:	隨著民眾對口腔保健的重視，與全民健保的實施，台灣的牙科產值與健保給付額皆逐年上升。然而，由於牙醫師人數與牙科診所數目快速增長，在健保給付額增幅有限的情況下，影響到牙科診所的經營績效。自費醫療項目能在健保總額給付的限制之上，創造額外的收益，因此，如何進入高收益的自費醫療市場，瞄準潛在的消費客群，已成為經營牙科診所一個很重要的課題。為了解決上述問題，牙醫診所的經營管理者必須關注的項目可分為兩方面。第一為維持舊有病患的忠誠度(loyalty degree)，以建立口碑行銷；第二就是開發新客源，使病患的質與量有所提升。本研究首先回顧台灣的醫療環境、探討國內外牙科就醫行為、並整理出各項影響醫療消費滿意度之因素。接著將上述項目與台灣牙科醫師之人力分佈與牙科診所之經營模式作整合，可得出台灣牙科醫療環境之特性。最後以桃園區的某個案牙醫診所為研究對象，對其經營環境進行SWOT分析，並且根據分析結果，擬定SO、ST、WO、WT之經營策略。上述經營策略除了能提升病患的醫療滿意度，也可吸引其它潛在顧客。透過市場分析，搭配合適的經營策略，讓有需要牙科醫療服務的民眾，除了基本的口腔衛生保健外，能在診所進行其它高階的自費診療項目。;In pace with the population’s growing recognition of the importance of dental health and the implementation of National Health Insurance, the output values of the Taiwanese dental health care industry as well as the sum of associated health insurance payments have been increasing from year to year. However, owing to a rapid growth in the number of dental practitioners and dental clinics accompanied by a more limited expansion in health insurance payments, the financial performance of dental clinics has been adversely affected. Items of self-funded dental treatment provide opportunities for additional revenue beyond the maximum health insurance payments. Therefore, the question of how to enter the lucrative market for self-funded medical treatment and how to target potential consumer groups has become a vital one in dental practice management. There are two aspects to this problem that operators of dental clinics should focus their attention on. Firstly, it is necessary to maintain the level of loyalty among existing patients in order to attract new clients by word-of-mouth. Secondly, it is necessary to tap new sources for clientele, increasing the value and quantity of patients. This study begins by reviewing the environment for medical treatment in Taiwan, exploring the behavior of patients locally and abroad in seeking dental treatment, and setting out the factors influencing consumer satisfaction levels. It then goes on to correlate these factors with the human resource allocation of Taiwanese dentists and methods of dental practice management, revealing the specific characteristics of Taiwan’s dental healthcare environment. Finally, taking a clinic in the Taoyuan region as a case study, it undertakes SWOT analysis of its business environment, formulating SO, ST, WO, and WT business strategies on the basis of this analysis. The business strategies mentioned above can not only increase patient satisfaction levels, but they can also attract potential clients. By means of market analysis paired with suitable marketing techniques, the population in need of dental healthcare services can be encouraged to receive, in addition to basic dental care, additional high-revenue items of treatment.
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