- 學位論文
隱形眼鏡個案公司跨入中國市場之策略地圖分析
Strategy Map for A Contact Lens Company’s Entry to China Market
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摘要
Contact lenses are an increasingly popular choice for vision correction, eye health and aesthetic purposes. The global contact lens industry is dominated by four major firms, accounting for over 90% of the market share. This highly profitable business has attracted numerous Taiwanese companies to enter the market. This study analyzes a Taiwanese contact lens company using the Balanced Scorecard (BSC) framework to evaluate its position in the contact lens industry and to develop a strategic approach for entering the Chinese market. The analysis begins with a SWOT evaluation to assess the case company’s position within the industry. A strategy map is then developed to provide recommendations, comparing performance across the four perspectives of the Balanced Scorecard: Learning and Growth, Internal Processes, Customer, and Financial. Finally, the study provides strategic directions for the company’s development. China’s contact lens market is experiencing rapid growth, driven by vision correction, increasing awareness of eye health and rising demand for cosmetic lenses. To capture this opportunity, the case company improve it production processes through automation, building its own brand, expanding its OEM (Original Equipment Manufacturer) market, and accessible e-commerce platforms, the case company can create value and achieve sustainable growth in the Chinese market. By using strategy map framework, the study not only provides the company’s current status but also provides a clear pathway for strategic development, applying internal capabilities for market opportunities.
並列摘要
Contact lenses are an increasingly popular choice for vision correction, eye health and aesthetic purposes. The global contact lens industry is dominated by four major firms, accounting for over 90% of the market share. This highly profitable business has attracted numerous Taiwanese companies to enter the market. This study analyzes a Taiwanese contact lens company using the Balanced Scorecard (BSC) framework to evaluate its position in the contact lens industry and to develop a strategic approach for entering the Chinese market. The analysis begins with a SWOT evaluation to assess the case company’s position within the industry. A strategy map is then developed to provide recommendations, comparing performance across the four perspectives of the Balanced Scorecard: Learning and Growth, Internal Processes, Customer, and Financial. Finally, the study provides strategic directions for the company’s development. China’s contact lens market is experiencing rapid growth, driven by vision correction, increasing awareness of eye health and rising demand for cosmetic lenses. To capture this opportunity, the case company improve it production processes through automation, building its own brand, expanding its OEM (Original Equipment Manufacturer) market, and accessible e-commerce platforms, the case company can create value and achieve sustainable growth in the Chinese market. By using strategy map framework, the study not only provides the company’s current status but also provides a clear pathway for strategic development, applying internal capabilities for market opportunities.
參考文獻
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EnlyBee. (2022). Top Insights of Colour Contact Lens Brands in China. https://www.enlybee.com/colour-contact-lenses-market-in-china/
Ginko. (2020). Ginko Annual Report 2019.
Ginko. (2024). Ginko International Official Website. https://www.ginkointernational.com.tw/index_tw.php
Johnson & Johnson. (2018). Acuvue Oasys® with Transitions™ Light Intelligent Technology™ contact lenses named one of Time's Best Inventions of 2018. https://www.jnj.com/latest-news/acuvue-oasys-with-transitions-contact-lenses-make-2018-times-best-inventions-list