The Study of Hospital Choice in China：Case study of the Radiation Oncology of BenQ Medical Center SuZhou
| Autor: | WANG, AI-LING, 汪藹齡 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Sicne Year 2000 China opened its medical service market gradually. Its portential market attracted foreign investment including Taiwan. Taiwan believe the quality of medical care are more advanced than China; however,after running more than 10years, the medical care business is not as good as what Taiwan-funded hospital expected. We know very little about Chinese consumer choice of a hospital in Taiwan’s literature. The case study is based on the radiation oncology of benQ hospital, SuZhou and the purpose of the study is to provide marketing strategy and management advice to the hospital woned and operated by Taiwanese enterprise through both the qualitative and quantative research. The research apply EKB model and marketing mix 4Ps to understand whether consumer behavior will affect the choice of a hospital or not; furthermore, 68 underlying items based on literature review help to understand which item is the most important and consent to consumer choice of a hospital;in addition, the IPA analysis was adopted to investigate patients’ satisfaction to BenQ hospital SuZhou. Total 302questionnaries were released, 135 released to patients inside hospital,122 respondents,96 valid samples. 167 were released to consumer outside of hospital, 160 respondents, 151 valid samples. On the other hand, Corporate internal and external enviornment are also key drivers that impact on medical service industry. The research used Porter’s five force analysis, PEST analysis, and SWOT analysis to analyse corporate enviornemt by interviewing 6 experts in depth. A good hospital needs a good physician and a good physician needs a good reputation.A good physician takes time to train and pay well.A good word of mouth also takes time to obtain. It is important to recruit and retain the talented and superior workforce aggreesively. In order to get substantial development,the health care sector needs to foucos on its profession and quaility. If only consider the short term profit or lack of capital,the loading will be heavy. China is proceeding to reform its health care system. If the reforms policy such as multi-site practice and graded medical treament can be implemented in all regions, it will be helpful to private hospital. Encouraging private hospital and government hospital corporation and technical exchange will be more productive to private hospital. Encouraging patient and physician share their experience that is also the better promotion to consumer to accept. Overall, China’s potential market is still optimistic, and private hospital is making progress. Due to the health care system, private hospital is perceived as lower quality than government hospital in China generally. People consider that Taiwan-funded hospital is indifferent to other local private hospitals; therefore, Taiwan-funded hospital cannot keep the image out of business.This is one of the reason why the private hospital is struggling in China. How to build a better corporation image or take more corporate social responsibility,is Taiwan-funded hospital needing to take it more seriously. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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