臺灣博碩士論文加值系統

國內醫院近年來因全民健保制度實施，醫院企業化經營之興起，及國人對醫療權益重視等衝擊，使醫院逐漸開始重視行銷公關(hospital marketing public relations; HMPR)，希望藉由良好的公共關係來推展醫院行銷計畫，使民眾對醫院產生信賴，改變舊有形象，建立良好醫病關係。在美國，醫院行銷公關的概念與運作，已廣泛被運用在各級醫療保健機構與醫院中，並且成為公共關係學門中一項專業領域；在台灣，具規模的醫療機構也逐漸強化醫院行銷公關這項功能，以因應更強烈的市場競爭。因此，本文針對國內醫院進行行銷公關後，是否提昇醫院形象與改善醫病關係等問題作深入探討，藉此瞭解台北市地區級以上醫院之行銷公關現況，及一般民眾與醫院中之專業人員對醫院行銷公關活動、重要性與角色認知之差異。本文以兩份問卷來收集資料，並以SAS電腦統計軟體進行分析；最後以CORPS模式對不同層級之醫院提出行銷公關建議。本文之研究結果可提供給國內醫院決策者擬定行銷公關政策之參考。

Abstract
Following the footstep of America, Taiwan implemented its own NHI system in 1995. Since its implementation, the heath care market in Taiwan has changed dramatically. For many years, hospitals have viewed patients paternalistically and failed to address many customers'' needs and wants. Many hospitals ignored patients needs or choices were not given to the patients in regarding to different kinds of service. But now, because of the NHI system, patients were free to choose and hospitals began to realize the importance of Hospital Marketing and Hospital Marketing Public Relations (HMPR). For hospitals today, they can no longer ignored patients needs. Many hospitals set up MPR department to promote their image and relationship between hospital and patient. In addition, hospitals'' MPR departments try to use different promotion to increase their business.
This study is aimed to show how hospitals'' MPR department can do in promoting their image and promoting the hospital-patient relationship. Two questionnaires will be passed out and result will be analyzed by SAS. The results could be a reference for HMPR managers of hospitals to make a strategic decision.

目 錄
頁次
中文摘要 Ⅰ
英文摘要 Ⅱ
目錄 Ⅲ
圖目錄 Ⅴ
表目錄 Ⅵ
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究問題及目的 3
1.3 研究對象及限制 3
1.4 研究流程 5
1.5 論文架構 6
第二章 文獻探討 7
2.1 公共關係 7
2.2 行銷公關 10
2.3 醫院行銷公關 12
2.4 相關醫院行銷公關研究探討 18
第三章 醫療產業分析與現況探討 22
3.1 台灣醫療環境背景介紹 22
3.2 全民健康保險實施對醫療產業之生態改變 23
3.3 國內醫院行銷公關介紹 28
第四章 研究設計 32
4.1 研究架構 32
4.2 研究對象 33
4.3 研究假說 34
4.4 問卷設計 36
4.5 分析方法 44
4.6 資料分析 46
頁次
第五章 結果與分析 48
5.1 信度與效度衡量 48
5.2 樣本結構分析 50
5.3 醫院行銷公關現況分析 57
5.4 醫院行銷公關認知部分分析 60
第六章 結論與建議 71
6.1 假說檢定結果 71
6.2 研究結果 72
6.3 對醫院行銷公關策略之建議 75
6.4 對後續研究之建議 77
參考文獻 79
附錄一 行政院衛生署八十五年至八十七年度台北市醫院
評鑑及教學醫院評鑑合格名單 84
附錄二 一般民眾抽樣樣本分析表 86
附錄三 行政院衛生署八十五年度醫院評鑑暨教學醫院評
鑑作業說明及標準 88
附錄四 問卷內容 98
附錄五 訪問員須知 103

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