近來體驗行銷已經成為服務行銷領域中盛行的手法，體驗的創造為體驗行銷的核心價值，本文試圖探討病患使用醫院門診服務時所產生的體驗內涵，並以體驗行銷觀點來進行市場區隔。本文乃針對台南某區域級醫院之門診病患進行策略體驗模組問卷調查，共回收500份有效問卷。結果發現，行動體驗的認知程度最高，情感體驗為重要程度最高的體驗構面；重要性績效分析結果顯示，感官體驗、情感體驗與行動體驗落於繼續保持區，思考體驗與關聯體驗則落於非迫切改善區；而集群分析結果發現，醫院病患可區分為低體驗需求型、高體驗落差型及高體驗需求型等三個市場區隔，各市場區隔在年齡、婚姻狀況、職業與就診科別具有顯著差異。整體而言，未來醫院有必要發展體驗行銷，並應將情感、感官及行動三種體驗視為重點發展構面，將高體驗落差型病患視為重點市場區隔，高體驗需求型則為次要市場區隔，並針對不同病患的體驗需求進行目標行銷，擬定不同體驗行銷策略。

The 21st century is the era of experience economy and experience marketing has become the prevailing way of marketing. Experience marketing focuses on customer experience creation and establishment instead of selling products or service. As a result, this study attempted to explore the content of hospital patients’ experience in the process of outpatient service, and segment the hospital OPD market by the view of experience marketing. This research selected OPD users of a regional hospital in Tainan as samples and adopted questionnaire survey that is designed from strategic experiential modules to collect research data. After using confirmatory factor analysis to examine the construct validity of our research questionnaire, we used descriptive analysis, Importance- Performance Analysis (IPA), and cluster analysis to analyze data. Results of this study showed that act experience ranked highest in relation to the perception of the experience and feel experience was considered the most important. In addition, IPA indicated that “sense experience”, “feel experience” and “act experience” fell in the “keep up the good work” quadrant and “think experience” and “relate experience” fell in the “low priority” quadrant. Cluster analysis showed the hospital OPD market could be divided into “low demand for experience”, “high gap in experience” and “high demand for experience” market segments separately, and market segments were significantly different from each other in age, marital status,occupation and treatment department. In conclusion, the hospitals have necessity of developing experience marketing and should see “sense experience”, “feel experience” and “act experience” as important dimensions of experience modules in the future. Hospital’s managers have to regard patients of “high gap in experience” segmentation as the most important customers and the “high demand for experience” segmentation should be considered as the next in importance. According to different experience needs of different segments, hospitals should provide different kinds of experience marketing strategies for different segments, and then patients will obtain the experience which they really want.