牙科醫療器材廠商行銷策略聯盟合作模式   免費試閱

The Marketing Strategic Alliance Modes for Dental Medical Instrument Firms

目前臺灣牙科醫療器材的廠商，僅用自身有限的資源來推廣產品，未能提供完整的產品與服務之整合行銷方案，以有效打開行銷通路。因此，本研究目的為提供合適的行銷策略聯盟合作模式，作為牙科醫療器材廠商規劃行銷策略聯盟籌組策略之參考。
本研究透過文獻探討及專家深度訪談，彙整出行銷策略聯盟合作模式，並輔以問卷調查方式，分析歸納廠商對行銷策略聯盟之偏好與瓶頸。根據研究結果顯示，牙材廠商可透過七種營運模式來共同合作，其中以「會展展覽行銷聯盟」最具可行性。本研究藉由行銷策略聯盟的建構，亦提出各種合作模式的作法與措施，來協助牙材產品上下游廠商解決行銷通路的問題，並建立臺灣牙材品牌，實證結果可作為聯盟合作實務操作的參考。

Nowadays, dental medical instrument firms in Taiwan only use their limited resources to promote products, which is unable to provide an integrated marketing program of products and services to expand the marketing channels efficiently. Therefore, this study aims to provide suitable modes of marketing strategic alliance for dental medical instrument firms as reference.
Through literature review and in-depth interview with experts, this study compiles modes of marketing strategic alliance and uses questionnaire survey to understand preferences and bottlenecks of the firms. According to the results, there are seven marketing strategic alliance modes for dental instrument firms. Among them, exhibition marketing alliance is the most feasible way. This study also provides specific practices and measures of the seven alliance models for the upstream and downstream dental instruments firms to solve the marketing channel problems and build Taiwan dental instrument brands.