近年來，自費健檢已成為全民新運動，台灣各大醫院、專業健檢中心紛紛加入健檢市場搶佔這塊大餅，研究生自2009年進入自費健檢產業，網路媒體2009年當年度佔客戶來源為22%，2017年1月至10月網路媒體佔客戶來源66%，八年的時間自費健檢行銷商業模式大幅提升。面對網路社群媒體產生，欲了解B健檢中心客戶到底透過哪些網路社群媒體來選擇適合的健檢中心？若能瞭解消費者何種有效社群媒體影響忠誠度的關鍵因素，將可協助其擬定發展社群媒體策略並提高重複購買率。本研究旨在自費健檢之社群商業模式。其中，已做過深度訪談B健檢中心為研究對象，共訪談8位不同年齡層的4位消費者和4位安排者。研究結果顯示，發現消費者漸漸轉移到社群媒體，以B健檢中心社群媒體計畫為建置以下社群媒體平台分享客戶的心路歷程，分享產品客戶使用的背後故事，分享健康訊息，強化深耕對於品牌的忠誠度。

In recent years, medical examinations at their own expense have become a new sport for all. Major hospitals in Taiwan and professional health check centers have joined the health inspection market to seize this pie. Graduate students entered the self-financed health industry online media in 2009 and accounted for customers in 2009. The source was 22%. From January to October in 2017, online media accounted for 66% of the customer's source. During the eight years, the self-funded health examination marketing business model was greatly enhanced. Faced with the emergence of Internet social media, what kind of online community media does the B health check center customers use to choose the right health check center? If we can understand the key factors that affect the consumer's effective social media influence on loyalty, they will be able to help them develop media strategies for the development of the community and increase the repeat purchase rate. This study aims at self-checking community business models. Among them, the in-depth interview B health examination center was the object of study, interviewing 8 consumers of 4 different age groups and 4 arrangers. The results of the study show that consumers are gradually being transferred to social media and plan to use B's health center social media as the following: Build the following social media platforms to share the customer's mentality, share the stories behind product customers, and share health information. , strengthen the deep plowing brand loyalty.

目　　錄
誌　　謝......................................... I
摘　　要........................................ II
Abstract........................................ III
圖目錄........................................... V
表目錄.......................................... VI
第一章 導論.....................................1
第一節 問題背景............................. 3
第二節 問題形成............................. 4
第二章 產業背景概述...................... 6
第一節 自費健檢產業分析............... 8
第二節 社群行銷分析.................... 12
第三節 自費健檢消費者行為分析.. 16
第三章 問題分析........................... 18
第一節 訪談法............................... 19
第二節 訪談對象說明與訪談大綱.. 21
第四章 解決方案與策略................ 23
第一節 訪談內容........................... 24
第二節 訪談內容分析.................... 36
第五章 結論與執行計畫................ 39
第一節 結論.................................. 39
第二節 執行計畫........................... 40
參考文獻....................................... 44

1.原文網址: 健檢商機起飛，五大現象搶先看 | ETtoday健康雲 | ETtoday新聞雲 https://health.ettoday.net/news/506690#ixzz5DfFqQOP2
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