國內醫療器材進口代理商選擇產品決策過程之研究

A Study for the Product Selection Process of Medical Device Importer.

陳玉美(Yu-Mei Chen)

指導教授 ： 黃曼琴

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00761

摘要

醫療器材產業一直被認為是最不受景氣影響，且頗具前瞻性的產業之ㄧ，但由於全民健康保險財務惡化的影響，使得產業的整體利潤降低，且相較於對岸大陸市場，台灣的市場小，所以國外原廠已不會主動來尋找代理商，所以國內的代理商多是主動出擊，直接到國外尋找產品。在此情形下，醫療器材代理商的產品策略為何？代理產品的決策過程為何？
本研究是以代理商的角度，來探討公司產品策略的決策過程。在代理商的挑選上，挑選廣度的一般外科以及較專科的心臟科，並分別就設備類與耗材類，各挑一家具代表性的代理商共四家作為訪談對象。
公司代理產品的目的，無非是為了增加與客戶的長期關係以及加強公司在業界的領導地位，而代理產品的五項因素分別為產品的整合性、產品的競爭力、產品的來源、客戶的利益以及公司的利益。在此二大目的下，五項因素的影響為何？
根據研究結果發現，在增加與客戶的長期關係時，五項因素的重要性依序為產品的競爭力、產品的整合性、公司的利益、客戶的利益以及產品的來源。而從事耗材類的二家公司，在排序上完全一樣，設備類的二家公司，則有不同的看法。在為了加強公司在業界的領導地位，醫療器材廠商在五項因素的排序上依序為產品的競爭力、產品的整合性、公司的利益、客戶的利益以及產品的來源，這樣的結果與前項“為了增加與客戶的長期關係”的結果一樣。而從事耗材類的二家公司在排序上較為接近，設備類的二家公司，則有不同的看法。
所以，代理產品的決策過程與產品的屬性有關（設備類與耗材類），與科別應沒有關係（心臟科與一般外科）。決策過程是依據產品的競爭力、產品的整合性、公司的利益、客戶的利益以及產品的來源這樣的重要性排序。

關鍵字

醫療器材 ； 決策過程 ； 產品策略 ； 產品整合 ； 產品競爭力 ； 公司利益 ； 產品來源

並列摘要

The industry of medical device is always supposed stable and potential. But due to the financial worse of the National Health Insurance system, the overall profit of this industry is getting lower than before. Comparing to China, the market in Taiwan is small, the foreign supplier isn’t initiative now. The distributors in Taiwan have to be more aggressive to find the new product overseas directly. Under the situation, what is the product strategy of the distributor? What is the process of the decision making for new product?
From the distributor situation, the study is to investigate the process of decision making for the product strategy by the distributor. The study selected the departments of General Surgery and Cardiovascular. Both were sorted into equipment and consumable products. So there were four distributors providing their valuable experience for the study.
The purposes that distributor present product are to enhance the long term relationship with customers and the leading situation of the distributor in its field. There are five factors for these two purposes, they are the product integration, the competitive ability of the product, the sources of the products, the customer’s benefit, and the company’s benefit. What are the roles of the five factors in the decision making?
From the result of the study, to enhance the long term relationship with customers, the ranking of the five factors are the competitive ability of the product, the product integration, company’s benefit, customer’s benefit and the source of the product. It’s the same ranking by the two distributors for consumable products. It’s different between the two distributors for equipment. To enhance the leading situation of the distributor in its field, the ranking is the same to the previous group.
The process of decision making is something to do with the property of the products, it’s nothing to do with the department. The process of the decision making is on the basis of the ranking of the five factors, the competitive ability of the product, the product integration, company’s benefit, customer’s benefit and the source of the product.

並列關鍵字

Medical Device ； Decision Making Process ； Product Strategy ； Product Integration ； Product Competitive Ability ； Company’s Benefit ； Customer’s Benefit ； Product Source

參考文獻

1. Porter, M.E., ( 1985 ), “ Competitive Advantage: Creating and Sustaining Superior Performance “, New York, The Free Press

2. Han, S.L., Wilson D.T., and Dant S.P.( 1993 ) “ Buyer-Supplier relationships Today “, Industrial Marketing Management,22,331-338

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