A Study on the Promotion Tools of Integrated Marketing Communications for Regenerative Medical Product：An Analysis of the Consumer’s Viewpoint for the Storage of Umbilical Cord Blood

• Main Authors: Wei, Ling, 魏鈴
• Other Authors: Professor Hsu,Chen-Hsing
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/mw7k4r

碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 100 === In recent years, people can receive information about umbilical cord blood from commercials, magazines, and TV news all the time. In order to keep the umbilical cord blood for their children, all the parents may need to save a bunch of money before the child is born. How is the umbilical cord blood dealer get to know the consumers’ recognitions and behaviors on this commodity? It is vital to probe into the essence of marketing. The main purpose of this research is to explore the way that customers get information and to study their recognitions, attitudes and behaviors toward umbilical cord blood. Furthermore, this study explores the potential efficacy and utility of integrated marketing communications tools from consumers’ viewpoints. This research was conducted a survey to ask the pregnant women at the maternity centre in Taipei’s hospitals. Each of the 370 pregnant women was given a questionnaire to fill out, a total of 347 questionnaires were returned, and 310 were valid. The research finding are follows： 1. To the pregnant women, the main resource of getting the information is “communicative media”, and the second is “internet”. Among the internet, social network is the major resource. 2. The bandwidth of the umbilical cord blood banks are conform with the company’s scale, and non-profit institutions also get the attention of the pregnant women although they did not have any commercials. 3. People seldom know about “The storage of umbilical cord blood”, especially the certifications that the cord blood bank has owned; pregnant women usually considered it is useless. 4. The demographic such as the number of baby, how many babies do the mother has, and whether the mother major in medical or nursing have significant differences with their recognitions and attitude of the Storage of Umbilical Cord Blood in the result. 5. The demographic such as educational background, how many babies do the mother has, have significant differences with attitude of the Storage of Umbilical Cord Blood in the result. 6. Over 60% pregnant women is unwilling to do the Storage of Umbilical Cord Blood, The main reason is high-priced. 7. The relationship between consumers’ recognitions and attitude of the Storage of Umbilical Cord Blood is positively related to each other. 8. When the Storage of Umbilical Cord Blood utilized the Integrated Marketing Communication tools, the best way to attract consumers attention is using TV commercial; the best way to provide complete information is utilizing medical professionals; and the best way to stimulate consumers consider to buy is also medical professionals. According to the above results, this study suggests that the advertisers should more enhance cognitive ability and knowledge of Umbilical Cord Blood in the future promotion. If the advertisers want to use Integrated Marketing Communication tools effectively, it is recommended to utilize medical professionals or the endorsement of other customers.