本研究欲探討醫療器材關係行銷關鍵因素，並以實證調查分析關鍵因素對醫療機構、個人消費者、經銷商之相對重要性，獲悉三個客層需求之相似性與差異性，據以發展差異化行銷策略。運用分析層級程序法(AHP)經文獻回顧與專家判斷法建立層級架構，並針對具採購決策權之醫學中心護理長、經銷商負責人、個人消費者進行專家問卷調查。經分析探討得三個客層皆高度重視專業知識與道德行為，專業知識重要性最高，道德行為次之，社會性結合最低，而醫療機構最重視折扣、個人消費者最重視醫學知識、經銷商最重視長時間經營合作關係，並據此提出管理實務建議。
This study aims to identify relationship marketing key factors that contribute to medical devices’ sales performance, evaluate key factors’ relative importance to medical organizations, individual consumers and franchised dealers through empirical investigation, comprehend the similarities and differences between three markets, and develop differentiation marketing strategies. A hierarchical structure is established based on relationship marketing theories and expert judgments, then use analytic hierarchy process (AHP) to examine judgments of chief nurses of medical centers, owners of franchised dealers and individual consumers who have the authority to make purchasing decision.
The results show expertise and ethical behavior are highly valued among three markets, expertise is considered the most important, followed by ethical behaviors, social bond is the least significant, and discount is the most concerned factor of medical organizations, individual consumers view medical knowledge as crucial factor, while franchised dealers consider long-term effort on cooperative relationship is of critical importance. Summarize the results some practical marketing suggestions are proposed.
