醫療機器 購買意思 決定要因에 관한 探索的 硏究

Abstract

Owing to the development of advanced science & electronic technology, medical instrument has developed day by day. Regarding the purchase of the medical instrument of hospitals, this research will review about what is the factor affecting to the part of Buying Center and decision-making of members, and about what is the mutual part role of them. On the basis of it, this research is going to establish new marketing tactics for medical instrument sales. Medical instrument could be regarded as industrial products as this creates new service & profit by using it. The research will summary the result by analyzing through question sheets about how members' decisions are made in Buying Center when they purchase this industrial products as below. First, In the side of consumer, there was no difference among influencing factor for individual decision-making of the members of each purchasing department, using department, and technical department. I suppose the reason is that the relationship between the members in Buying Center is not by checking each other, but cooperating, is not by personality, but regularity. But as many as 90% of members in technical department responded that the profitability is the most important than user's convenience or A/S factor as Buying decision-making and it also supposed that they're keeping the entire profit in mind than department profit. Most of members think that service, product price and profitability of product are important factors and we could see changes as they regard more important the evaluation for product itself than human relations which has maintained conventionally or department position. Second, In the side of supplier, I find that the supplies effect has less importance than customer effects generally. Also, the familiarity level between sales staff and customers and the numbers of visit times has no much affect on to the Buying decisions-making. Therefore, we could know that you should compete with the quality and price of product not sales way which depends only on human relations. But the importance degree of sales staffs providing full information about medical equipment, knowledge for product and effective communication ability has much proportion to decision-making. Therefore, sales staff will have to deal with customers with perfect knowledge of their company's product. This is basic factor and also which you can neglect. Third, in the side of A/S, this factor is more important than other factors. It is judged that the Buying Center is the group that create service through medical instrument which deal with one's life and it seems to be applied to them as reality of the trouble of equipment is connected with life directly. This viewpoint will be applied to all members as same understanding in Buying Center. Of the items regarding A/S, it came to that the most important items is that engineer's repair on time, prompt action for problem, simple and convenient support request and with this, it is necessary that supplier company should prepare and build technical system about A/S. Fourth, the analysis results about the decision-making process when they purchase is divided two cases- one is that they decide after due consultation with using department, and the other is that using department select equipment model and request purchase to purchasing department. Therefore, it will be advisable that you should more strengthen sales to using department than purchasing department or technical department. Fifth, their forecasting purchase way of when the e-business activated in future, most of members revealed there intention to purchase through e-business and we can expect that e-business age for medical instrument has come soon. Therefore, medical instrument companies will have to prepare for e-business. In conclusion, when they make decision to purchase medical equipment, there is no special difference between members in purchasing department though the important factor they think is quality & service for product, and this has priority to human relations as the important factor conventionally. Consequently, you should remember that the important buying factor of the members in purchasing department is quality & service for product. With this, you will have to build the system for improving product quality and providing prompt service, also make strategy which keeping friendly relationship with customer.