醫院行銷策略對地區醫院品牌管理影響之研究－－以某地區醫院為例

The Effect of Brand management for Community Hospital through Marketing Strategy- A case study on the community Hospital in Kaohsiung

自從1995年全民健康保險開辦後，民眾對醫療利用的可近性的標準提高，同時也帶來醫療成本的增加，導致地區醫院經營面臨困境。而且近年來，在面對顧客需求及市場環境快速變化的情況下，醫院經營者開始明白發展品牌管理及行銷策略是必要的條件，方可為公司創造新的機會，拓展新的市場。因此行銷策略及品牌管理議題開始被受重視。本研究將要探討地區醫院如何運用行銷策略去發展品牌，且提高醫院品牌形象與知名度等。本研究以高雄市立旗津醫院為探討個案，且針對個案醫院之經營者或相關部門人員為深度訪談對象，援引行銷管理與品牌管理等相關文獻，嘗試探索其醫院行銷策略背後的思維、執行方式及對品牌管理的影響。並以問卷收集量化數據證實該院所執行行銷策略可提升醫院形象及品牌知名度。本研究以旗津區居民為對象，共發出150份問卷，回收有效問卷142份，回收率94.6%。本研究發現當地民眾100%知道旗津醫院，90.8%知道已由高雄醫學大學委託經營。而且旗津醫院在產品、定價、推廣及通路策略確實塑造醫院的品牌形象、提高品牌知名度與品牌知覺品質。最後，本文依據研究結果提出行銷建議方案，可提供給國內各社區型醫院決策者擬定行銷政策，以提升品牌知名度與長久服務關係建立之參考。

The public medical selectivity has been raising since the health insurance system was implement overall in Taiwan from 1995. At the same time, it also lead to manage very difficult for hospitals because of increased health care expenditure, easpecially community hospital. Moreover in recent years, managers should to recognise that the market environment and the demand of customer are changing quickly so that it is necessary for hospitals to develop the skill, knowledge and strategy to explore the opportunities and expand the markets in the medical markets. Therefore, it has become the important issue how to manage brand and design the appropriate marketing strategy for hospitals to consider them. This dissertation is going to discuss community hospital how to use marketing strategy successfully to develop the brand and gain more brand image and awareness. This research will discuss the marketing strategies and operation used by Cijin Hospital using interview from managers and staff in charge of the marketing department, and using secondary data or relevant research of brand management and marketing strategy. Furthermore, it will use the questionnaires to evaluate if Cijin Hospital gain more the barand image ,brand awareness and so on through marketing strategy. We collected the data from resident lives in Cijin District. There are total 150 valid questionnaires, and the valid response rate is 94.6%. Moreover, the research results indicate that 100 percent of respondents know the Cijin Hospital and managed by Kaohsiung Medical University. In the end, base on the secondary data, interview and the result of questionnaire, it will be given the recommendations for community hospital in Taiwan to gain more brand image and awareness as well as keep good relationship with patient.