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題名 策略行銷分析止鼾產品 －以M公司止鼾支架為例
Using Strategic Marketing Analysis for Snoring Products - A Case Study of Pillar Implant
作者 鄭東煌
Cheng, Tung Huang
貢獻者 邱志聖
Chiou, Jyh Shen
鄭東煌
Cheng, Tung Huang
關鍵詞 策略行銷 4C分析
推拉理論
止鼾支架
Strategic marketing 4C
Push and Pull strategy
Pillar Implant
日期 2013
上傳時間 21-Jul-2014 15:39:49 (UTC+8)
摘要 隨著環境變遷，科技不斷進步、國內老年人口增加及人民所得及生活水準不斷提高，各種因素的驅使下政府的健康醫療支出年年增加，造成政府財政的重大負擔。在保費調漲不易的情況下，政府採取節流措施，藉以控制健保收入及支出的平衡。並有條件開放病人差額負擔，允許病人自費，政府用意在改善醫療支出的浪費，鼓勵醫療院所或醫師引進新技術或新產品，強調創新並提升醫療品質照顧民眾健康，而就醫行為模式的轉變，使病患願支付較高差額費用去接受品質較好的服務，直接影響到醫療通路的經營模式，刺激到產業的發展及競爭狀況。在此醫療耗材的市場行銷及市場經營策略日趨複雜的情況下，本文主要以策略行銷的4C架構理論，透過市場訪談及個案探討方式了解目標客群及擬定止鼾支架的產品行銷發展策略。研究發現，廠商依產品特殊性不再像過去被醫療通路強大的議價能力所牽制，開始改變以往的行銷模式，嘗試對民眾端作宣導，透過對民眾加強「拉」的力量，來提高廠商在整體產業的議價力量，也增加其市場利潤。因此止鼾支架在市場策略上必須加強產品擴張及市場擴張並且提高滿意度，加大差異化用以突破競爭激烈的醫療市場。
參考文獻 邱志聖 (2011)。策略行銷分析：架構與實務運用，台北：智勝文化。
黎季芬 (2010)。全民健保之政策分析。逢甲大學公共政策研究所碩士論文。
趙正敏、鄭博文 (2012)。從交易成本與社會交換觀點探討醫療供應商夥伴間未來關係互動之影響因素。商管科技季刊，13(2)，131-164。
劉晟耀 (2004)。自費型醫療價值鏈行銷分析。臺灣大學商學研究所碩士論文。
Armstrong, G. & Kotler, P. (2012). Marketing: An Introduction (11th ed.). New Jersey: Pearson Education, Inc.
Barney, J. B., & Ouchi, W. G. (1986). Ogranizational Economics. San Francisco, CA: Jossey-Bss.
Friedman, M. (2006). Patient Selection and Efficacy of Pillar Implant. Otolaryngology–Head and Neck Surgery, 134, 187-196.
Kolter, P., Keller, K. L., Ang, S. H., Leong, S. M. & Tan, C. T. (2013). Marketing Management: An Asia Perspective (6th ed.). New Jersey: Pearson Education, Inc.
Kwon, I. -W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. Journal of Supply Chain Management, 40(2), 4-14.
Li, H. Y. (2014). Randomized controlled Trial of MIS for snoring. Plos One, 9(5), 1-10.
Marshall, N. S., Wong, K. K., Cullen, S. R., Knuiman, M. W. & Grunstein, R. R. (2014). Sleep apnea and 20-year follow-up for all-cause mortality, stroke, and cancer incidence and mortality in the Busselton health study cohort. J Clin Sleep Med, 10(4), 355-362.
Partinen, M, Guilleminault, C. (1990). Daytime sleepiness and vascular morbidity at seven-year follow-up in obstructive sleep apnea patients. Chest, 97, 27-32.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Rindfleisch, A., & Heide, J. B. (1997). Transaction cost analysis: past, present, and future applications. Journal of Marketing, 61(4), 30-54.
Tiwana, A., & Bush, A. A. (2007). A Comparison of Transaction Cost, Agency, and Knowledge-Based Predictors of IT Outsourcing Decisions: A U.S.-Japan Cross-Cultural Field Study. Journal of Management Information Systems, 24(1), 259-300.
Thomas, et al (2003). Otolaryngology–Head and Neck Surgery, 129(5), 539-546.
Watjatrakul, B. (2005). Determinants of IS sourcing decisions: A comparative study of transaction cost theory versus the resource-based view. Journal of Strategic Information Systems, 14, 389-415.
Williamson O. E. (1975). Markets and hierarchies: analysis and antitrust implications. New York: Free Press.
Williamson, O. E. (1981). The modern corporation: origins, evolution, attributes. Journal of Economic Literature, 19(4), 1537-1568.
Williamson, O. E. (1985). The economic institutions of capitalism: firms, markets, relational contracting. New York: Free Press.
Williamson, O. E. (1991). Comparative Economic Organization: The Analysis of Discrete Structural Alternatives. Administrative Science Quarterly, 36, 269-296.
Walker, R., Levine, H., Hopp, M., & Greene, D. (2007). Extended follow-up of palatal implants for OSA Treatment. Otolaryngology–Head and Neck Surgery, 137, 822-827.
National Commission on Sleep Disorders Research (1995). Wake up America: a national sleep alert: report of the National Commission on Sleep Disorders Research. Washington (DC): The Commission.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932035
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101932035
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh Shenen_US
dc.contributor.author (Authors) 鄭東煌zh_TW
dc.contributor.author (Authors) Cheng, Tung Huangen_US
dc.creator (作者) 鄭東煌zh_TW
dc.creator (作者) Cheng, Tung Huangen_US
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:39:49 (UTC+8)-
dc.date.available 21-Jul-2014 15:39:49 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:39:49 (UTC+8)-
dc.identifier (Other Identifiers) G0101932035en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67609-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 101932035zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 隨著環境變遷，科技不斷進步、國內老年人口增加及人民所得及生活水準不斷提高，各種因素的驅使下政府的健康醫療支出年年增加，造成政府財政的重大負擔。在保費調漲不易的情況下，政府採取節流措施，藉以控制健保收入及支出的平衡。並有條件開放病人差額負擔，允許病人自費，政府用意在改善醫療支出的浪費，鼓勵醫療院所或醫師引進新技術或新產品，強調創新並提升醫療品質照顧民眾健康，而就醫行為模式的轉變，使病患願支付較高差額費用去接受品質較好的服務，直接影響到醫療通路的經營模式，刺激到產業的發展及競爭狀況。在此醫療耗材的市場行銷及市場經營策略日趨複雜的情況下，本文主要以策略行銷的4C架構理論，透過市場訪談及個案探討方式了解目標客群及擬定止鼾支架的產品行銷發展策略。研究發現，廠商依產品特殊性不再像過去被醫療通路強大的議價能力所牽制，開始改變以往的行銷模式，嘗試對民眾端作宣導，透過對民眾加強「拉」的力量，來提高廠商在整體產業的議價力量，也增加其市場利潤。因此止鼾支架在市場策略上必須加強產品擴張及市場擴張並且提高滿意度，加大差異化用以突破競爭激烈的醫療市場。zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究方法 3
第二章 文獻探討 4
第一節 交易成本理論 (Transaction cost theory) 4
第二節 推拉理論 (Push and Pull strategy) 6
第三節 策略行銷 4C (Strategic marketing 4C) 8
第四節 五力分析 14
第三章 台灣打鼾產品醫療市場 18
第一節 國民醫療保健支出狀況 18
第二節 自費型醫療市場與目標對象決策者 23
第三節 睡眠外科手術產業概況 27
第四節 止鼾支架潛在使用者成因及效果 29





第四章 止鼾支架行銷策略分析 31
第一節 M公司與競爭產品之概述 31
第二節 止鼾支架核心競爭力與五力分析 37
第三節 推拉理論運用於止鼾支架之推廣 40
第四節 止鼾支架之行銷通路選擇 42
第五節 止鼾支架之4C策略分析 45
第五章 結論與建議 50
第一節 研究結論 50
第二節 研究建議 55
參考文獻 57		zh_TW
dc.format.extent 914759 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101932035en_US
dc.subject (關鍵詞) 策略行銷 4C分析zh_TW
dc.subject (關鍵詞) 推拉理論zh_TW
dc.subject (關鍵詞) 止鼾支架zh_TW
dc.subject (關鍵詞) Strategic marketing 4Cen_US
dc.subject (關鍵詞) Push and Pull strategyen_US
dc.subject (關鍵詞) Pillar Implanten_US
dc.title (題名) 策略行銷分析止鼾產品 －以M公司止鼾支架為例zh_TW
dc.title (題名) Using Strategic Marketing Analysis for Snoring Products - A Case Study of Pillar Implanten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 邱志聖 (2011)。策略行銷分析：架構與實務運用，台北：智勝文化。
黎季芬 (2010)。全民健保之政策分析。逢甲大學公共政策研究所碩士論文。
趙正敏、鄭博文 (2012)。從交易成本與社會交換觀點探討醫療供應商夥伴間未來關係互動之影響因素。商管科技季刊，13(2)，131-164。
劉晟耀 (2004)。自費型醫療價值鏈行銷分析。臺灣大學商學研究所碩士論文。
Armstrong, G. & Kotler, P. (2012). Marketing: An Introduction (11th ed.). New Jersey: Pearson Education, Inc.
Barney, J. B., & Ouchi, W. G. (1986). Ogranizational Economics. San Francisco, CA: Jossey-Bss.
Friedman, M. (2006). Patient Selection and Efficacy of Pillar Implant. Otolaryngology–Head and Neck Surgery, 134, 187-196.
Kolter, P., Keller, K. L., Ang, S. H., Leong, S. M. & Tan, C. T. (2013). Marketing Management: An Asia Perspective (6th ed.). New Jersey: Pearson Education, Inc.
Kwon, I. -W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. Journal of Supply Chain Management, 40(2), 4-14.
Li, H. Y. (2014). Randomized controlled Trial of MIS for snoring. Plos One, 9(5), 1-10.
Marshall, N. S., Wong, K. K., Cullen, S. R., Knuiman, M. W. & Grunstein, R. R. (2014). Sleep apnea and 20-year follow-up for all-cause mortality, stroke, and cancer incidence and mortality in the Busselton health study cohort. J Clin Sleep Med, 10(4), 355-362.
Partinen, M, Guilleminault, C. (1990). Daytime sleepiness and vascular morbidity at seven-year follow-up in obstructive sleep apnea patients. Chest, 97, 27-32.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Rindfleisch, A., & Heide, J. B. (1997). Transaction cost analysis: past, present, and future applications. Journal of Marketing, 61(4), 30-54.
Tiwana, A., & Bush, A. A. (2007). A Comparison of Transaction Cost, Agency, and Knowledge-Based Predictors of IT Outsourcing Decisions: A U.S.-Japan Cross-Cultural Field Study. Journal of Management Information Systems, 24(1), 259-300.
Thomas, et al (2003). Otolaryngology–Head and Neck Surgery, 129(5), 539-546.
Watjatrakul, B. (2005). Determinants of IS sourcing decisions: A comparative study of transaction cost theory versus the resource-based view. Journal of Strategic Information Systems, 14, 389-415.
Williamson O. E. (1975). Markets and hierarchies: analysis and antitrust implications. New York: Free Press.
Williamson, O. E. (1981). The modern corporation: origins, evolution, attributes. Journal of Economic Literature, 19(4), 1537-1568.
Williamson, O. E. (1985). The economic institutions of capitalism: firms, markets, relational contracting. New York: Free Press.
Williamson, O. E. (1991). Comparative Economic Organization: The Analysis of Discrete Structural Alternatives. Administrative Science Quarterly, 36, 269-296.
Walker, R., Levine, H., Hopp, M., & Greene, D. (2007). Extended follow-up of palatal implants for OSA Treatment. Otolaryngology–Head and Neck Surgery, 137, 822-827.
National Commission on Sleep Disorders Research (1995). Wake up America: a national sleep alert: report of the National Commission on Sleep Disorders Research. Washington (DC): The Commission.		zh_TW