Earticle

초록

영어

This study shows that the positioning technique can apply to the purchase of the healthcare service, and that the hospitals can increase marketing efficiency. The medical centers need to recognize how customers think of hospitals, why and how customers purchase certain hospital`s service and what factors affect customers to appraise the hospitals or the services. This study suggests competitive strategic main contents among medical centers by analyzing competitive positions of medical centers through measuring selection factors, perception levels, preference levels, and ideal points. The empirical study used the MDS (Multidimensional Scaling) to prove several perception levels by surveying the healthcare service customers. The limits of this study are following. First, the result of this study is not conclusive. The result of this study would be dynamic because customers` preference and the perception level are constantly changing with time. The second problem is a representation of samples because this study analyzes eight general hospitals, which were exclusively in Pusan, due to time and cost limits. The final problem could be from misunderstanding of surveyed subjects for the healthcare service attributes. The subjects could not understand well the healthcare service attributes. Even though this study has some limits, it would be a strategic basic material for the hospitals in rapidly changing healthcare service environment to keep and develop their business.

목차

I. 序論
  1. 硏究의 背景
  2. 硏究의 目的
 II. 크레비즈時代의 定議
  1. 크레비즈時代
 III. 情報共有의 分類와 決定要因
  1. 情報共有의 位相
  2. 情報共有의 分類
  3. 情報共有의 決定要因
 IV. 寬思決定參加制度
  1. 意恩決定參加制度의 意義
  2. 意恩決定參加制度의 效果
  3. 經營參加制度의 影響要因
 V. 結論
 參考文獻

저자

• 李鍾佑 [ 이종우 | 동아대학교 대학원 경영학과 ]

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