台灣醫療影像系統廠商進入大陸市場之策略探討

Strategies of Entering Chinese Mainland Market by Taiwan’s Picture Archiving and Communications System Companies

盤文龍(Wen-Lung Pan)

指導教授 ： 巫和懋

國立臺灣大學/管理學院/高階公共管理組/碩士(2007年)

https://doi.org/10.6342/NTU.2007.02328

摘要

本研究從一個台灣醫療影像儲存傳輸系統(Picture Archiving and Communications System) (以下簡稱『醫療影像系統』或PACS)廠商的角度，去探索進入大陸市場的相關策略。由於PACS產業具有產地優勢之刻板印象、注重本地支援、嚴格法令規範以及明確產業標準等特性，這些特性都相當地影響進入大陸的策略。而台灣PACS產業較大陸發展得早，相關廠商在台灣市場所經歷過的競爭方式與環境變遷有可能在大陸市場重覆發生。

PACS的本質是醫療影像儀器的互補者，若沒有醫療儀器的影像輸入則PACS無法發揮功能，傳統上國際大廠如GE、Siemens、Philips等醫療影像儀器公司長期寡佔了醫療影像儀器市場。直到1993年DICOM (Digital Imaging and Communications in Medicine)標準出現後開始改變。DICOM提供了一個影像儀器與PACS系統的共同標準介面，使得各儀器廠商的影像資料可以在不同廠商提供的PACS上通行無阻。產業標準出現後，中小型的新進者可以藉由提供專業的PACS產品來爭取生存空間。進入門檻降低後，市場的競爭隨之而來，依目前情況，大陸PACS市場本土廠商的績效表現比國際大廠更為耀眼。

本研究收集這些廠商的公開資訊以及中國政府的相關法規，歸納出大陸PACS市場的進入障礙有配銷通路、互補者結盟、規模經濟、移轉成本、品牌忠誠度、SFDA要求以及地方色彩等等。本研究利用系統客製化程度以及醫院等級兩個維度對整個大陸市場做區隔，也找到了兩個機會市場。研究過程中也發現台灣廠商的一般優勢，如產業的先行經驗、文化流向造就的溢價差與創業家精神的彈性等，可做為提升競爭力的參考。最後舉例探討台灣某PACS廠商之大陸進入策略的擬定過程，並推導出適合該廠商的大陸競爭策略。

關鍵字

醫療影像儲存傳輸系統 ； 六力分析 ； 進入策略 ； 競爭策略

並列摘要

This research is based on the point of view of a Taiwan’s PACS (Picture Archiving and Communications System) companies to explore those relative strategies for the entry of the Chinese mainland market. Due to the characteristics of PACS industry in impression of original production location, emphasis of local support, strict law regulation and clear industrial standard, strategies of entering Chinese mainland market have been dramatically influenced. Compared to China market, Taiwan’s PACS industry has been developed much earlier. Competition methods and environment changes experienced by Taiwan’s PACS companies could similarly occur in China’s market. Through analysis, strategies that had been adapted by Taiwan’s PACS companies match with the strategies being used in China’s PACS companies. Since Taiwan’s market has been saturated and its result of major vendors has been decided, this research, via Taiwan’s experience, is to speculate successful possibility of those strategies in China enterprises.

Essence of PACS is the complementary of medical imaging modalities. Without input of imaging modalities, PACS has no ability to display its function. As international named brands such as GE, Siemens and Philips etc. have been aware of the importance of PACS; they typically sell their PACS by using the sale of their own modalities simultaneously, which also create a lock-in effect in their own client and a source of better profit as well. This industrial situation, however, was changed by the emergence of DICOM standard in 1993. DICOM (Digital Imaging and Communications in Medicine) is standard of industry and is promoted and produced by ACR (American College of Radiology) and NEMA (National Electronic Manufactures Association). It provides a same standard protocol for both modality and PACS, which enable the images produced from different brands of modalities running through different vendor’s PACS. After emergence of industry standard, small or medium newcomers, via providing specific PACS products, have opportunity to compete for their survival room. Certainly market competition also has been coming up because of lower entry level. According to the newest result of industry investigation, most of those top-leading PACS companies are local companies in the Chinese mainland market. What kinds of obstacles have been built up by the top leading PACS businesses in China? How can Taiwan’s PACS vendors compete with them? During the procedure of this research, some general advantages such as prior experience, better pricing due to culture leading, elasticity of venture spirit, and etc. in Taiwan companies can be considered as competitive advantages in Taiwan’s PACS companies. At the end, detail exploration of planning procedure of entering Chinese mainland market from one of Taiwan’s PACS companies is illustrated. And proper competitive strategies are also speculated for such company.

Although this research is conducted for PACS vendor, it also has its own reference value for those emerging industries in China such as software service, medical related business etc.

並列關鍵字

PACS ； Six Forces ； Entering Strategies ； Competitive Strategies

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