本研究是期望能將具有社會責任的社會行銷觀念推廣應用於醫療界，並提供實用之研究程序與工具，使醫院組織可有系統的評估消費者之需求、市場區隔、及醫院認知形象，從而制定行銷策略，提供更佳的服務來滿足消費者需求，以建立醫院之新形象。首先藉由電話訪問得出高雄都會區民眾就醫選擇醫院之重要影響因素，經由集群分析區隔出三種不同消費型態的市場，接著以Ajzen行為計劃理論模式問卷進行人員訪問，得出民眾就醫行為之迴歸方程式，並評估五家醫院之認知形象，最後針對本研究之重要結果，提出行銷建議。

It is hoped that this study on the social marketing concept with social responsibilities can be applied to the medical field, and provide useful research processes and tools assisting health organizations to assess demand of customers, market segments, perceptive image of a Hospital, and its Marketing strategy, In doing so, provide better services can meet the demand of customers while a new type of health organization can be created. To get important factors that effect the metropolitan choose a hospital, and via cluster analysis divided into three clusters, we first use telephone interview. Finally we uses the questionaire of the planned behavior model of Ajzen theory to interviews people. To get the regression function of the metropolitan behavior when choosing the hospital and evaluate the perceptive images of five hospitals. Finally according to key findings of this study propose marketing suggestion.