醫療科技公司價值共創對品牌忠誠度的影響研究

Abstract

Driven by the global wave of digitization and intelligence, the medical technology industry is undergoing profound changes, bringing unprecedented challenges and opportunities to enterprises. In this context, brand building and marketing strategy have become the key to enterprise competition. This study delves into the impact of value co creation in medical technology companies on brand loyalty, and analyzes in detail the mechanisms of core elements such as innovation capability, R&D investment, marketing investment, and executive ability. The aim is to provide theoretical guidance and practical references for the development of medical technology companies.

By systematically organizing literature from multiple fields such as value co creation, brand loyalty, R&D investment, marketing investment, executive capability, and corporate innovation, this study precisely defines relevant concepts and builds a solid theoretical foundation. Based on this, a hypothesis system was scientifically constructed, assuming that value co creation positively drives brand loyalty, innovation capability serves as an intermediary variable, and R&D investment, marketing investment, and executive ability play a positive moderating role, providing direction for empirical research.

This study selected Sunrise Medical Technology Co., Ltd. and Shenzhen Mindray Biomedical Electronics Co., Ltd. as typical cases, designed questionnaires and surveyed frontline workers in the companies, quantified variables using the Likert five point scoring method, constructed a structural equation model, and deeply analyzed the complex causal relationships between variables. After a series of rigorous analyses, including common method bias testing, reliability and validity analysis, correlation analysis, and model testing, all hypotheses have been strongly confirmed. The results indicate that value co creation deeply embeds customer needs and expectations through collaborative cooperation, effectively conveys brand value, and stabilizes and enhances brand loyalty; Innovation capability promotes stakeholders to jointly realize value needs and strengthen brand loyalty from multiple dimensions such as technology, product services, and business models; Research and development investment supports value co creation and innovation through knowledge accumulation, talent cultivation, and innovation achievements; Marketing investment significantly enhances the driving performance of innovation in value co creation through precise market positioning, efficient conversion of results, and optimization of customer experience; The executive ability leads innovation and development through professional competence, decision-making wisdom, and resource integration ability, and comprehensively enhances brand loyalty.

The conclusion of this study provides multidimensional practical inspiration for medical technology companies: enterprises should deeply explore the potential of value co creation, build diversified cooperation networks, use advanced technology to build interactive bridges, enhance user participation and brand identity; Continuously increasing innovation investment, encouraging interdisciplinary collaborative innovation, improving product technology content and service quality, in order to expand market share; Optimize research and development strategies, balance long-term and short-term goals with risk return, broaden financing paths, and strengthen project management evaluation; Accurately formulate marketing strategies, rely on digital channels, and shape the professional image of the brand; Strengthen the construction of the executive team, select outstanding talents, enhance training incentives, improve synergy and innovation drive, and thereby increase customer loyalty to the brand.

Date of Award	26 Aug 2025
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Zhilin YANG (Supervisor) & Qingyun Jiang (External Supervisor)