| Summary: | 碩士 === 長榮大學 === 高階管理碩士在職專班(EMBA) === 102 === ABSTRACT
The environment and ecology in vitro diagnostic medical devices industry is constantly changing. Due to the changes of government policies, it effects every levels of medical institutions how to purchase medical testing equipment. The progress of medical examination's quality and technology also affect the purchasing behavior of medical testing equipment to improve all aspects of the requirements, and makes costs increased. Every medical institution wants to conserve medical resources, and also wants to heighten the tests and examine quality. Finally it causes the disdvantageous of commerce behavior in selling vitro diagnostic medical equipments. In recent years, companies have been advocated to consider custom first, and the agents of medical testing equipment should think about how to be better than others in this highly competitive environment and to make sure every customer can feel satisfied and willing to continue to buy the product. This is the main topic of my study which wants to understand and discuss.
In order to get the suggestion of Business strategies and to heighten customer satisfaction, this study will make two different questionnaires. One is for the staffs of medical testing equipment agent-MC Industrial Corporation by using AHP. And the other is for the staffs of medical institutions by using IPA. Those questionnaires will include many factors, such as quality of service, product quality, brand image and price, and the result could show the requirement and preference of medical institutions for medical testing equipment agent.
According to this study, by comparing those questionnaires which are get through AHP and IPA, the research of success factors in medical testing equipment marketing can conclude the results as follows: Internal quality, quality of hardware, quality of software, instant response and objective price will be the most important item to set up the success factors of marketing strategy on medical testing equipments.
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