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題 名 | 臺灣地區醫療院所行銷導向及其應用網際網路之研究=Health Care Providers' Marketing Orientation and Its Applications on the Internet in Taiwan |
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作 者 | 莊煥銘; 尤國任; | 書刊名 | 醫療資訊雜誌 |
卷 期 | 11 2000.06[民89.06] |
頁 次 | 頁59-83 |
分類號 | 419.54 |
關鍵詞 | 行銷導向; 醫療管理; 網際網路; Marketing-orientation; Health care management; Internet; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以行銷的觀點出發,建立醫療院所之行銷導向、網際網路行銷應用的模式。探討國內醫療院所之行銷導向因素及應用網際網路行銷因素間之關聯。本研究透過問卷調查法,蒐集國內醫療院所行銷導向與應用網際網路行銷的因素;在行銷導向方面,透過因素分析法共整理出「市場情報收集」、「瞭解客戶需求」、「部門間跨功能協調」、「回應民眾速度」、「部門間情報傳遞」等五項因素。在網際網路行銷應用上透過因素分析法整理出「訊息查詢與意見溝通」、「提供醫療服務」、「訊息傳遞類型」、「人員訓練」等四項因素。經變異數法與複迴歸法分析後結果顯示:行銷導向之五項因素與網際網路行銷應用之四項因素,在不同組織特性的院所問。存在顯著差異;而行銷導向因素與網際網路行銷應用因素間也存在顯著關連。 |
英文摘要 | This study surveyed current situation of health care providers' marketing-orientation andits applications of Internet. It explored the important dimensions of marketing-orientation andInternet applications. The relationships of both are also discussed. The results indicated that theimportant factors of marketing-orientation could be listed as below. First, "Intelligencegeneration," "Customers requirements," "Inter-functional coordination," "Responsiveness tocustomers," and "Intelligence dissemination." Second, "Information query and opinioncommunication," "Providing medical service," "Type of Information disseminated," and"Personnel training" are significant Internet applications factors. Third, hospital characteristicshave significantly impact on marketing-orientation and the applications of Internet. Last, thereexist obvious relationship between marketing-orientation and the application of Internet.Keywords: marketing-orientation, health care management. Internet This study surveyed current situation of health care providers' marketing-orientation andits applications of Internet. It explored the important dimensions of marketing-orientation andInternet applications. The relationships of both are also discussed. The results indicated that the important factors of marketing-orientation could be listed as below. First, "Intelligencegeneration," "Customers requirements," "Inter-functional coordination," "Responsiveness tocustomers," and "Intelligence dissemination." Second, "Information query and opinioncommunication," "Providing medical service," "Type of Information disseminated," and"Personnel training" are significant Internet applications factors. Third, hospital characteristicshave significantly impact on marketing-orientation and the applications of Internet. Last, thereexist obvious relationship between marketing-orientation and the application of Internet. |
本系統中英文摘要資訊取自各篇刊載內容。