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研究生:廖浩志
研究生(外文):Hao-Chih Liao
論文名稱:萃取眼科耗材供應商關鍵因素-以A藥廠儀器手術用品事業處為例
論文名稱(外文):To Determine the Critical Factors for Selecting the Suppliers of Ophthalmic Supplies -An Example of Company “A” Surgical BU
指導教授:李宗儒李宗儒引用關係
指導教授(外文):Tzong-Ru Lee
口試委員:林耀欽曾敏雅
口試日期:2013-01-22
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:70
中文關鍵詞:醫療器材產業眼科醫師灰關聯分析法關鍵因素
外文關鍵詞:medical equipment industryan ophthalmologistgray relational analysisthe key factor
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近年來,新興國家對於醫材的需求持續成長,像是印度、東南亞等新興國家對於醫療器材的需求逐漸增加,以及中國持續進行醫療改革,使得全球醫療器材產業的發展重心漸漸由歐美國家轉移至亞洲地區;由於價格合理且優質的評價醫療器材的需求逐漸增加,國內醫療器材廠商因為擁有與歐美國際品牌大廠的合作經驗,並具備品質管控優異、成本較低等優勢,未來我國醫療產業景氣將很有機會繼續成長。

在環境變化快速、競爭如此激烈的醫療器材產業中,廠商如何提升自我的競爭能力,追求業務成長,便成為其能在諸多廠商中脫穎而出的必要關鍵,本研究主要鎖定於知名的眼科醫療器材供應商,將問卷發放予個案公司於台灣中部地區的主要客戶:醫院眼科醫師與眼科診所醫師,並透過灰關聯分析法希望能找出影響眼科醫師選擇眼科耗材供應商的關鍵因素。

依據上述研究背景與動機,本研究將透過國內外文獻,彙整出影響眼科醫師(醫院眼科醫師與眼科診所醫師)選擇眼科耗材供應商之相關因素,並設計出研究問卷,藉此來詢問個案公司中部地區的眼科醫師:醫院眼科醫師與眼科診所醫師對於眼科耗材供應商所提供之服務的想法,並希望達到以下研究目的:希望找到個案公司於台灣中部地區主要的眼科醫師(醫院眼科主任醫師與眼科診所負責人醫師)在選擇眼科耗材供應商時,在遴選眼科耗材供應商所重視之關鍵因素,以成為個案公司日後在制定相關策略時之參考方向。

本研究透過國內外與醫療器材、眼科耗材、灰關聯分析法以及關鍵成功因素等相關之文獻的蒐集與整理,找出會影響眼科醫師選擇眼科耗材供應商之相關因素,並進行適當之刪減與合併,藉此設計出本研究之研究問卷。

最後依據上述研究之結果,進行分析並提出本研究之三點結論與建議:一、所有受訪眼科醫師都重視的因素有「產品的品質與生產技術」及「銷售流程與售後服務」與建議,二、醫院眼科主任醫師重視的因素有「管理及建立良好的顧客關係」、「更新醫療及科技知識」與「醫療行銷人員訓練」,眼科診所負責人醫師重視的因素有「提供快速及準時的交貨」,三、醫院眼科主任醫師較重視的因素有「管理及建立良好的顧客關係」、「更新醫療及科技知識」與「醫療行銷人員訓練」,透過本研究,希望可以找出眼科醫師在選擇眼科耗材供應商時所重視之關鍵因素,藉此提供A藥廠儀器手術用品事業處未來擬定相關行銷策略時參考之方向。


In recent years, the emerging countries continue to grow demand for medical materials, such as India, Southeast Asia and other emerging countries, demand for medical equipment is gradually increased, as well as China''s ongoing healthcare reform, the development of the center of gravity of the global medical equipment industry gradually transferred to the United States and Europe Asia; due to the increasing demand of the reasonable prices and quality evaluation of medical equipment, domestic medical equipment manufacturers, because they have the experience of cooperation with the international brand manufacturers in Europe and the United States, and have excellent quality control and low cost advantages, the future of China''s medical industry boom great opportunity to continue to grow。

Rapid environmental change, the competition is so fierce in the medical equipment industry, the manufacturers how to enhance the competitiveness of self, the pursuit of business growth, it will become necessary key for many manufacturers stand out this study lock in a well-known ophthalmic medical equipment supplier questionnaires to the case company in central Taiwan''s major customers: Hospitals, physician and clinic responsible person, and hope to identify the key factors that affect consumers choose ophthalmic consumables suppliers through gray relational。

Based on the research background and motivation, this study will be the impact through the literature, compiled ophthalmologist (person in charge of the Hospital of Ophthalmology, MD Eye Clinic physician) to select the relevant factors of the ophthalmic consumables supplier and design of the questionnaire, to take tasked the case company central region ophthalmologist: Hospital of Ophthalmology, MD Eye Clinic, MD, head of the idea for the services provided by the supplier of ophthalmic supplies and hope to achieve the following research purposes。

In this study, the collection and sorting through the relevant literature at home and abroad with medical equipment, ophthalmic consumables, gray relational analysis and critical success factors, identify ophthalmologist select ophthalmic consumables supplier related factors, and appropriate deletion with the merger, designed to take out of this research questionnaire。

Finally, based on the results of the above study, analyze and propose three conclusions and recommendations of this study:First, all respondents ophthalmologists are important factors for product quality and production technology and sales process and after-sales service "provides fast and recommendations, the chief physician of the Hospital of Ophthalmology important factors management and establish a good customer relationship, "updated medical and technological knowledge" and "medical marketing personnel training, the person in charge of the Eye Clinic physician attention “delivery on time ", chief physician of the Hospital of Ophthalmology, the more important factors management and establish good customer relations", "updated medical and technological knowledge" and "medical marketing personnel training, through this study, I hope you can find out ophthalmologist in the choice of the ophthalmic consumables supplier important key factor to provide reference cases drawing policy direction。


第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與研究流程 5
第四節 論文章節安排 7
第二章 文獻回顧 9
第一節 醫療器材產業現況 9
第二節 關鍵成功因素的探討 12
第三節 醫療器材產業相關文獻的探討 14
第四節 個案公司及個人資歷與產品簡介 25
第三章 問卷設計與研究方法 28
第一節 文獻整理 28
第二節 研究方法 38
第四章 問卷結果分析 43
第一節 灰關聯分析法分析結果 43
第二節 各別族群灰關聯分析法評選結果分析 48
第三節 問卷分析結果彙整 54
第五章 研究結論與後續研究建議及限制 58
第一節 研究結論 58
第二節 後續研究建議及限制 60
參考文獻 62
附錄壹: 灰關聯分析法問卷 67



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