頁籤選單縮合
題名 | 民眾就醫行為重要影響因素與醫院行銷之研究--以高雄都會區為例 |
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作者 | 高明瑞; 楊東震; | 書刊名 | 中山管理評論 |
卷期 | 3:3 1995.09[民84.09] |
頁次 | 頁55-73 |
分類號 | 419.4 |
關鍵詞 | 醫院; 行銷; 醫院行銷; 社會行銷; Ajzen行為計劃理論; Hospital; Marketing; Hospital marketing; Social marketing; Ajzen theory of planned behavior; |
語文 | 中文(Chinese) |
中文摘要 | 本研究是期望能將具有社會責任的社會行銷觀念推廣應用於醫療界,並主是供實用之研究程序與工具,使醫院組織可有系統的評估消費者之需求、市場區隔、及醫院認知形象,從而制定行銷策略,提供更佳的服務來滿足消費者需求,以建立醫院之新形象。首先藉由電話訪問得出高雄都會區民眾就醫選擇醫院之重要影響因素,經由集群分析區隔出三種不同消費型態的市場,接著以Ajzen行為計劃理論模式問卷進行人員訪問,得出民眾就醫行為之迫歸方程式,並評估五家醫院之認知形象,最後針對本研究之重要結果,提出行銷建議。 |
英文摘要 | It is hoped that this study on the social marketing concept with social responsibilitiescan be applied to the medical field, and provide useful research processes and tools assistinghealth organizations to assess demand of customers, market segments, perceptive image of aHospital, and its Marketing strategy. In doing so, provide better services can meet the demandof customers while a new type of health organization can be created. To get important factorsthat effect the metropolitan choose a hospital, and via cluster analysis divided into threeclusters, we first use telephone interview. Finally we uses the questionaire of the plannedbehavior model of Ajzen theory to interviews people. To get the regression function of themetropolitan behavior when choosing the hospital and evaluate the perceptive images of fivehospitals. Finally according to key findings of this study propose marketing suggestion. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。