建立醫師品牌經營策略，以達到穩健經營，長久發展，並為醫院相關企業經營品牌之參考。本研究運用行動研究法，擬定行動方案，透過行動→觀察→反思的循環，找到創造醫師行銷的方法及提出執行步驟的策略建議。
經本研究之歸納分析發現：(1)我們需要去推廣我們的強處，才能讓受眾知道(2) 沒有內容的社群網頁是沒辦法吸引人群(3)傳統的媒體像報紙確實能進行知識分享(4)透過報紙再轉傳網路科技，確實可提供跨越時空間限制之平台，讓更多朋友願意來了解資訊。醫師品牌可以利用傳統媒體的力量，增加在社群媒體曝光率，達到快速建立醫師知名度與宣傳，該醫師形象更可以傳遞與眾不同具有獨特性，強化醫師品牌形象。

To develop the strategy for stabling and everlasting the management of doctor's brand in Taiwan. This study uses the action research method to formulate an action plan, and through the cycle of action→observation→reflection, finds a method to create physician marketing and puts forward strategic suggestions for implementation steps.
Through the inductive analysis of this research, it is found that: (1) We need to promote our strengths to let the audience know. (2) Social web pages without content cannot attract people. (3) Traditional media like newspapers can indeed share knowledge. (4) Re-transmitting network technology through newspapers can indeed provide a platform that transcends time and space constraints, so that more friends are willing to come and learn about information. Physician brands can use the power of traditional media to increase their exposure on social media, to quickly establish physicians' popularity and publicity. The physician's image can also convey distinctiveness and uniqueness, strengthening the physician's brand image.

論文審定書 i
致 謝 ii
摘 要 iii
Abstract iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究流程 5
第二章 產業現況及文獻探討 6
第一節 神經外科傳統範圍 6
第二節 神經外科未來發展趨勢 11
第三節 文獻探討 18
第三章 研究設計 19
第一節 研究結構 19
第二節 研究模式結構 24
第四章 實證分析 30
第一節 以醫院為中心 30
第二節 以科為主體 32
第三節 以人為主體 37
第四節 傳統媒體 40
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究建議 44
第三節 研究限制與未來方向 44
參考文獻 45

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