臺灣博碩士論文加值系統

台北市可謂是台灣醫療資源最豐富的地區，卻也是醫療產業競爭最激烈的地區，醫院管理者必須在這麼擁擠和競爭的環境中必須考慮其機構定位以及形象以獲知不同利害關係人對醫院形象的觀點，及對醫院形象的評價，進而滿足其需要。因此，瞭解醫院不同利害關係人對醫院形象與定位有利於擬定其策略方向，採取適切決策因應醫療產業不可預知的挑戰。
　　本研究採德菲法擬定醫院形象構面，以結構式問卷為研究工具，於台北市某醫學中心不同利害關係人（院內高階主管、員工、來院民眾）進行問卷調查，共得638份有效樣本，其中民眾部份415份、員工104份、高階主管19份。
　　研究結果發現，不同利害關係人對形象構面的重視程度、對醫學中心表現績效評分、對個案醫院滿意度不同。在醫療照護、行政管理、設備環境、醫院知名度構面上仍是大眾關心的重點，不同利害關係人對個案醫院在病人安全、行政管理方面的表現績效皆超越其它醫院，在醫院知名度方則需加強，而不同利害關係人最滿意個案醫院地點、交通和停車方便。
根據研究結果，建議個案醫院可以結合急重症照護系統、危機應變機制、重視病人安全方面（產品組合）發展急性醫療，訂價策略必須給予民眾合理的依據，以避免彼此認知差異上的紛爭。重視病患追蹤評估與連續性的醫療照護，提昇醫院知名度並且妥善運用地理優勢。形象管理為醫院策略管理之一環，既得到以上資訊後應不能被動，必須創造時勢、以變應變，找出醫院特點、彌補不足之處。

In Taipei,health care enviroments are very competitive, hospital administrators and marketers must discern hospital image and positioning to gain stakeholder's concern and evaluation of the hospital image so that to manage competitive environments and then fit their strengths appropriately into a marketing program. A key aspect of success in health care marketing is the ability to develop market-driven strategies.
This study used Delphi Method to identify criteria consisting hospital image. A self-administered questionnaire was used as data collection tool. Samples of different stakeholder（managers, employees and patients）of one medical center were surveyed, a total of 638 respondents reponsed.
The findings were that hospital image was（importance, performance, the case hospital satisfaction）different among stakeholders in care of physicians,administration, diagnostic equipment、hospital awareness are importance. Patient safety and administration of the studied hospital was the best among other hospitals.The Hospital must improve it’s awareness and the stakeholder’s satisfaction with the place and parking of the hospital.
These findings suggest that this studied. Hospital should mix emergency system, crisis processing mechanism and patient safety to develop a Product Mix that emergency treatment. Pricing strategy must be reasonable. To attach importance to follow up patient's health state and continuous care. The hospital image is a function of the hospital's strategies.The overall image of competing hospitals may vary because of the different features that health care consumers use to distinguish among them.

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三、網路資源
行政院衛生署（2005）。民國92年醫療機構現況及醫療服務量統計摘要。上網日期：94年2月7日。網址：http://www.doh.gov.tw/statistic/醫療服務量/92.htm
行政院衛生署（2005）。醫學中心醫院評鑑基準。上網日期：94年2月13日。網址：http://www.doh.gov.tw/cht/conten.aspx?doc_no=40218
財團法人醫院評鑑暨醫療品質策進會（2005）。行政院衛生署94年度醫院評鑑暨教學醫院評鑑合格名單。上網日期：94年3月15日。網址：http://www.tjcha.org.tw/admin/94list.asp
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