台灣醫療產業市場，手術醫療儀器大部份是由原廠在台分公司或由總代理商進口供應，並由原廠在台分公司或代理商提供技術支援與售後維修服務。醫學中心在台灣醫療體系中，兼具教學研究及臨床手術治療雙重功能。因此，需不斷購置先進的手術醫療儀器以符合教學研究及臨床手術治療的需要，基於上述因素，醫學中心成為手術醫療儀器主要領先市場。而醫學中心所使用之醫療儀器會帶動區域醫院、地區醫院及開業醫師臨床手術使用習慣，進而驅動台灣整體醫療市場。
因醫學中心需作臨床教學研究及先進手術，是驅動台灣整體手術醫療水準的動力，而原廠在台分公司及代理商能否在產品知識、技術支援及售後維修等，提供適切的服務品質，與醫學中心建立良性互動合作關係，將對台灣手術醫療水準的提升，必有相對的影響。
在台灣醫學中心組織中，主任級醫師是決定購置何種品牌手術醫療儀器的主要決策者，其品牌態度及品牌忠誠度意向是影響購買決策的主要因素。本研究藉由深入訪談，瞭解醫學中心主任級醫師對手術醫療儀器品牌態度及品牌忠誠度意向變化因素，再探討代理商如何藉由管理機制及經營策略，來符合醫師需求，達到雙贏的境界，共同提升台灣醫療水準。
本研究分二階段進行：首先經由文獻及書籍探討，找出可能影響品牌態度及品牌忠誠度意向變化因素，根據上述資料發展一份訪談問卷，尋求在台灣醫學中心服務之主任級醫師，以不具名方式作深入訪談，藉由所得到的訪談內容，作資料解釋及結果分析，瞭解醫學中心主任級醫師對手術醫療儀器品牌態度及品牌忠誠度意向變化因素。第二階段是瞭解醫學中心醫師影響品牌態度及品牌忠誠度意向變化因素後，提供見解，作為原廠在台分公司及代理商管理機制及經營策略的參考。
本研究發現醫學中心神經外科醫師是以知覺價值（Perceived value）, 情感認同（ affective Commitment ）及品牌權益（ Brand Equity ）作為影響品牌態度及品牌忠誠度考量因素。而神經外科醫師歸屬於理性消費者，其尊重本身專業經驗及注重產品的實質功能，亦考慮供應商專業能力、服務態度及產品本身知名度。本研究建議手術醫療儀器供應商應以病人為優先考量，繼續引進新科技產品，提供醫師最新資訊及訓練的機會，注重員工專業服務能力，建立優良維修後援系統及企業文化，以提升醫師的手術醫療水準，照顧更多的病人。

Abstracts Most of the medical equipments in Taiwan are imported by exclusive agents or branch offices of foreign country manufacturer. The technical support and maintenance services are provided by both of them as well. The medical center within the medical system in Taiwan has the double functions which are educational function and clinical function. Thus, it is necessary to purchase the most advanced medical equipment in order to satisfy educational and clinical purposes. Moreover, the advanced equipments which medical center have been using will reform surgery habitually practice for other hospitals and private clinics. Owing to this reason, it can prosper the market of whole medical system in Taiwan.
The clinical education and advanced surgery techniques in medical center are powerful to prosper the level of the whole medical system. However, the exclusive agents or branch offices of foreign country manufacturer in Taiwan are capable or not to provide product knowledge, technical support, maintenance, after-service and the positive interaction with doctors will influence the medical quality strongly.
In the organization of medical center in Taiwan, the chief of departments and the visiting doctors have the most decision-making power of the equipment order. The brand attitude and loyalty are the main factors to influence the decisions which are made from the doctors. This research demonstrates the considering and changing factors of the decision making by those doctors toward brand attitude and loyalty. Furthermore, the research will discuss how to use management methods and business strategies for medical suppliers to satisfy doctors’ needs then attain bilateral benefit agreement for developing the medical level in Taiwan.
This research is separated for two parts. First, it will show the willingness changing factors which influences brand attitude and loyalty by investigating the reference articles and textbooks. The anonymous questionnaire which is used for the interview with the Chief of Neuro-Surgery Department in medical center is created according to aforementioned information. Making data definition and result analysis from the interview content, we can understand what the willingness changing factors are for the doctors toward brand attitude and loyalty. The second part is about the management methods and the business strategies for the medical suppliers in Taiwan by understanding the first part of this research.
This research has been found that the Neuro Surgeons in medical center take perceived value, affective commitment and brand equity as the considerate factors of effecting brand attitude and loyalty. More, Neuro Surgeons are belonging to rational consumers.
They trust their professional clinical experiences and emphasize the practical functions of the product. They consider the professional ability and service quality from the medical suppliers and also consider the notability of the brand. This research suggests that suppliers should stand on patients’ side and keep on importing advanced medical equipment. In addition, the suppliers should provide the latest information and the chance of attending the training courses for doctors; focus on the professional abilities of the employees; build up maintenance back up system and company culture. In this way, the medical level could be up-grated and more patients would be taken good medical care in Taiwan.

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