臺灣博碩士論文加值系統

繼全民健保的實施，於有限的醫療資源下，醫療院所紛紛引進企業管理、降低成本等營運方式；然面臨WTO(World Trade Organization)的開放，外國機構即將可來台灣設立醫療院所，以及外國醫師及護理人員等行醫執照的合法化；台灣本土現有的醫療產業，除面臨同業的競爭壓力之外，其保留住高忠誠度、高附加價值的病患，以及永續經營等目標更是一大挑戰。因此，於保留住舊有病患、吸引新病患之際，適當行銷策略的實施，定有一定程度的影響力。
本研究以阮綜合醫院為探討個案，配合該院現階段之行銷目標規劃，進一步關懷病患對於就醫服務過程中的整體感受，運用適當的行銷方式，提昇病患滿意度，期望保留住能為醫院帶來高附加價值的病患，強化與病患間的長久服務關係，採取質、量並行之探索性研究方式，探討影響門診病患需求影響之個人因素與醫療服務滿意度因素；並進行就醫目標市場的消費者分類，共分為潛力型、不可或缺型、中傭型等三群組，針對每一分類特徵，研擬提昇病患滿意度與長久服務關係建立的可行性方案

Followed with the implementation of National Health Insurance, Hospitals and clinics are dealing with the limitation of medical resources. Their strategies are based on how to reduce operating costs, as well as bring business management into practice.
Moreover, while our country joined WTO(World Trade Organization), certain regulations were made. For example, foreign organizations can establish medical institutions in Taiwan and foreign medical staffs’ licenses will be legalized.
In Taiwan, for local medical industries, they are facing a real challenge not only to obtain their business competitive advantages for the future but also retain their past efforts. Furthermore, how to keep patients and solicit for new patients will be the key issue to derive.
According to the exclusive survey for Yuan’s General Hospital, its key concerns are how to satisfy the needs of patients and enhance efficiency. The essay analyzes how personal and medical service satisfaction elements affect patients’ needs. For assisting the analyzes, the patients are classify into three categories: potential, basic, and common. Results from the characteristics of every category yielded solutions for meeting patients’ needs as well as establishing long-term relationship with patients.

第一章 緒論
第一節 研究背景------------------------------------------------ 01
第二節 研究動機------------------------------------------------ 02
第三節 研究目的------------------------------------------------ 03
第四節 論文架構------------------------------------------------ 04
第五節 預期貢獻------------------------------------------------ 04
第六節 研究限制------------------------------------------------ 05
第二章 文獻探討
第一節 醫療服務業的定義與特性---------------------------------- 06
一、 醫療服務業的定義---------------------------------------- 06
二、 醫療服務業的特性---------------------------------------- 07
第二節 醫療市場行銷-------------------------------------------- 10
一、 醫療市場行銷的特性-------------------------------------- 10
二、 醫療市場行銷的改變-------------------------------------- 11
三、 醫療市場行銷的相關研究---------------------------------- 12
第三節 醫療市場行銷區隔---------------------------------------- 20
一、 醫療服務面對的市場種類---------------------------------- 20
二、 市場區隔的意義------------------------------------------ 21
三、 市場區隔的基礎------------------------------------------ 21
四、 醫療市場行銷區隔的相關研究------------------------------ 22
第三章 研究方法
第一節 研究架構------------------------------------------------ 24
第二節 研究流程------------------------------------------------ 25
第三節 質化研究------------------------------------------------ 25
一、 研究對象------------------------------------------------ 27
二、 一對一個案訪談------------------------------------------ 27
三、 個案訪談資料分析---------------------------------------- 28
第四節 量化研究------------------------------------------------ 28
一、 研究對象------------------------------------------------ 28
二、 研究工具與內容設計-------------------------------------- 29
三、 樣本數決定---------------------------------------------- 31
四、 正式問卷發放-------------------------------------------- 31
五、 資料處理與分析------------------------------------------ 32
第四章 研究結果與分析
第一節 質化資料結果與分析-------------------------------------- 35
一、 訪談個案之背景介紹-------------------------------------- 35
二、 訪談內容之語意分析-------------------------------------- 36
第二節 量化資料結果與分析-------------------------------------- 50
一、 樣本結構分析-------------------------------------------- 50
二、 提昇醫療服務滿意與需要度之項目建立---------------------- 51
三、 門診病患需求影響之個人因素比較-------------------------- 53
四、 門診病患需求影響之醫療服務滿意度比較-------------------- 60
第五章 結論與建議
第一節 研究結論------------------------------------------------ 64
第二節 建議---------------------------------------------------- 65
參考文獻 -------------------------------------------------------- 67
附錄一 本研究問卷---------------------------------------------- 76

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