廈門天使口腔醫院：假牙的定價策略

Xiamen Angel Dental Hospital: Pricing Strategy for Dentures

廈門天使口腔醫院是一家成立於廈門市區的營利性二級口腔醫院，由台灣的Abc牙醫聯盟負責營運。面對病人對假牙選擇兩極化的情況，其中大多數又以選擇價格便宜的假牙為主，希望找出提升假牙等級的方法。經行政主管現場觀察後，發現是醫生說明的過程與假牙價目表有問題。透過利用行為定價的相關理論，強調病人的最終利益而非假牙的材質特性，加上重新設計假牙價目表並利用誘餌效應，達成引導病人提升假牙等級的目的。本個案的核心議題為如何透過行為定價達成顧客購買升級。

Xiamen Angel Dental Hospital is a for-profit Class II dental hospital in Xiamen city and is run by the Abc Dental Group. Patients in this hospital have exhibited pronounced forms of behavior regarding their selection of their dentures. Most of those patients preferred cheaper dentures, while others chose high-end alternatives. This case study highlighted the issue of persuading patients to choose high-end dentures. During a site visiting, an executive discovered that dentists used different approaches to explain the alternatives with the aid of a price list. By applying behavioral pricing theory to the issueat hand, the executive decided to emphasize the end-benefit for the patient, rather than the characteristics of the denture. By redesigning the denture price list and using the Decoy effect, patients became more willing to choose high-end dentures. The core issue of this case is how to guide customers’ preferences by means of behavioral pricing.