臺灣博碩士論文加值系統

隨著資訊科技的蓬勃發展，網際網路已成為民眾獲取相關醫療資訊（例如疾病相關知識與衛教資訊）的主要管道之一。醫療結構由傳統的到院實體服務轉變成實體跟虛擬服務串聯，開始重視醫療行銷、醫院形象及顧客滿意度的提升。根據調查醫院一年平均投入總預算的9.2% (Gartner for Marketing Leaders, 2013)於服務行銷推廣，透過上述數據可以發現，醫療機構如何在有限的行銷資源，將服務推廣給民眾以追求價值最大化是重要的。

然而，義大醫療體系在服務推廣的過程中存在著一個問題：在服務推廣行銷部分，義大醫療體系仍以傳統行銷與媒體推廣方式為主，目前尚未有運用社群媒體將醫院服務推廣訊息有效且即時傳遞給民眾的具體作法及行銷策略；使其推廣行銷的深度與廣度皆有限制，難以發揮醫療服務數位行銷與推廣的價值。

有鑑於此，本研究提出以下研究目的：(1)發展一套有效與消費者對接且訊息揭露的臉書社群行銷管道，藉此推廣行銷義大醫療體系；(2)運用Kolter(2016)5A架構與行銷3.0的概念，讓義大有效地瞭解民眾的醫療保健需求，調整其服務內容與服務項目，滿足民眾對現代化醫療服務的需求。

The rapid growth of the Internets has dramatically shaped the way people behave, especially in disseminating, sharing, and acquiring information (e.g., disease and health education information). The medical structure is transformed from a traditional physical service to O2O service, and attach important to medical marketing, hospital image and the satisfaction of customer. According to the survey hospital, 9.2% of the total budget is invested in service marketing for one year. Through the above data, it can be found that it is important for medical institutions to promote their services to the public in pursuit of maximum value through limited resources.

However, EDA Hospital has one question in their service promotion process: In the service promotion section, the marketing strategy invested by EDA Hospital is more traditional and mostly based on physical channels. Furthermore, EDA Hospital has not yet established a systematic service promotion strategy via social media to expose their hospital service promotion message to the public effectively, so that their marketing and promotion efforts are limited in scope and it is difficult to create maximum value.

In view of this, this study proposes the following research purposes: (1) Develop a systematic social marketing strategy for the EDA Hospital to promote their services effectively; (2) Apply the concept of Kolter’s 5A framework and marketing 3.0 concepts to make EDA Hospital effectively understand people''s medical care needs, adjust their medical services, and meet the people''s needs.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 ix
第一章 緒論 1
　第一節 研究背景與動機 1
　第二節 研究目的與範圍 3
第二章 文獻探討 4
　第一節 行銷觀念的演進 4
　第二節 行銷3.0與行銷4.0 6
　第三節 粉絲專頁成效衡量 11
第三章 研究方法 24
　第一節 設計科學研究法 24
　第二節 研究流程與步驟 26
第四章 設計發展解決方案 29
　第一節 粉絲專頁的內容設計 29
　第二節 顧客體驗路徑設計 36
第五章 展示與評估 39
　第一節 個案背景 39
　第二節 社群行銷內容規劃 41
　第三節 四階段內容設計展示與評估 44
第六章 結論 62
　第一節 研究成果 62
　第二節 研究貢獻 65
參考文獻 67

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