碩士 / 佛光大學 / 傳播學研究所 / 96 / Abstract
The medical treatment environment of Taiwan is related by influence of Health Insurance system which leads to medium and small scale hospitals having operation difficult and going out of business one by one. However, the Chinese people become rich increasingly, the expenditure ability of Chinese people is getting stronger, the demand for medical caring is increasing day by day, because of these factors as mentioned above, medical treatment industry has been listed as top five of most popular industry in China. There are many hospitals are considering the market in China as a good market and go to China to do investment, but as for the populaces of China; the hospital which is invested by Taiwanese is an extremely unfamiliar individual for them; therefore, how do Taiwanese hospitals let populaces of China know the advantages of hospital which is invested by Taiwanese. Also, how can we contend against China original hospitals and foreign newcomer hospitals. Marketing popularized tactic for Taiwanese capital hospitals is a very important means.
The factors of populaces choosing hospital can make conductor realize what the people requirement is, what the popularized techniques and the key promotion are. So this research investigates what the factors that populaces take medical treatment are. In order to realize the choice factor on populaces of China taking medical treatment and acceptant level of popularizing techniques, his research first adopts characterization average number to analyze populaces accepting level, but there are many popularizing techniques, therefore, using element analysis and sorting out every promotion strategy, and then according to demographic variable to do t Test and ANOVA, understands populaces need. Finally, as for the result of questionnaires interviews 4 experts who own practicing experiences in the medical treatment field of China to realize the possibilities of promotion strategies.
As the part of medical treatment chosen by populaces, this research discovers that the major consideration of choosing hospital on populaces of Shanhai depends on if the quality of hospital is better or not, besides, traffic and medical insurance are the reasons that populaces consider as well. As for acceptance degree aspect of promotion strategy discovers that populaces have highest acceptance level for public relations exercise in Shanhai, in contrast, they have the lowest acceptance level for advertisement exercise; in addition, personnel sale for different populaces also has no different effect. Among the advertisement exercises, the highest acceptance degree is medium advertisement, public relations exercise which uses special service, and promotion exercise which is emphasized for free medical treatment; on the contrary, personnel sale which techniques is not familiar with understanding degree for populaces.
During interviewing with experts who know the medical environment in China very well, think that people won’t take medical treatment in Taiwanese capital hospital. The major considerations are as following: the expense of taking medical treatment is expensive, medical environment is not familiar, and the habitual behavior of taking medical treatment is dissimilar. On the issue of advertisement exercise can be operated or not, experts show various opinions which some think that advertisement exercise can’t actually bring out any effects, but some experts believe that it can let populaces know the good points of hospital. However, every expert all agrees with public relations exercise that must be done as a promotion strategy. According to every hospitals has its own different attribute; they can practice different public relations exercise. Experts believe promotion strategy has to feedback to patient directly, is the only method which can be effective. Using the method of Lucky Drawing to attract patients is meaningless. In addition, as for the technique of personnel sale, experts don’t recommend practicing because mainland of China is vast.
For the populaces of Shanhai, Taiwanese capital hospital is an unfamiliar medical treatment environment. Due to this, promotion strategy can let populace confide in marketing technique for Taiwanese capital hospital, especially for public relations exercise. However, Because Shanhai government has set up the certain degree of limitation to Taiwanese capital hospitals, going for investment in Shanhai will face the problems of medical insurance and location of setting up hospital etc. These factors will cause populaces take medical treatment inconveniently. This is the problem that Taiwanese capital hospitals have to solve.
| Identifer | oai:union.ndltd.org:TW/096FGU00375006 |
| Date | January 2008 |
| Creators | CHANG,LI-HO, 張立禾 |
| Contributors | CHANG, WEI-GUO, 張威國 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 178 |
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