翻轉新視界，醫療器材之隱形眼鏡廠商經營發展策略分析─以M公司為例

高齡化與3C網路的普及導致眼科疾病的比例逐步攀升，可預見不久的將來國人用眼時間也會持續攀升，綜觀以上的原因，造就眼科器材的需求強勁，尤其是視力矯正的隱形眼鏡。雖然國際四大品牌長年盤據市占九成以上市場，但是台灣的隱形眼鏡廠商憑藉著產品差異化的策略與自動化生產經驗，成功在世界佔有一席之地，也長期保持台灣醫療器材出口排行第一名的成績。個案公司是台灣隱形眼鏡產業早期的開發者，一直致力於隱形眼鏡的材料研發、化藥精進、圖紋設計、生產自動，代工行銷歐美亞區域，在2021年4月開始由新經營團隊接手公司運作，著手進行事業經營發展與策略規劃，企圖翻轉長時間虧損的窘境，透過對個案公司的分析研究，可以窺見目前隱形眼鏡未來產業、技術及商業模式的發展趨勢，了解產業競爭的關鍵因素，從業廠商應該具備的企業資源與能力以及個案公司所執行的競爭策略與活動系統，期待能對想進入隱形眼鏡產業的個人或企業提供隱形眼鏡業的專業與見解。

關鍵字

隱形眼鏡；競爭策略分析；事業組合分析；五力分析

並列摘要

The aging population and the popularity of 3C networks have led to a gradual increase in the proportion of eye diseases, and it is expected that the time spent on eye care will also continue to rise in the near future. The above reasons have created a strong demand for ophthalmic devices, especially contact lenses for refractive correction. Although the four major international brands have already occupied more than 90% of the market share, Taiwanese contact lens manufacturers have maintained their activities in the market competition with product differentiation strategies and automated production experience. The case company is an early developer of the contact lens industry in Taiwan and has been dedicated to the research and development of contact lens materials, chemical preparation, color print pattern design, production automation then OEM marketing in Europe, America, and Asia. In April 2021, a new management team took over the management of the company and started to carry out business development and strategic planning in an attempt to reverse the long-term losses. Through the study of the case company, we can understand the future development trend of technology and business model of the contact lens industry, as well as the key factors of competition in the industry and the corporate resource capabilities that the companies should have. The analysis of the competitive strategies and activity systems implemented by the case companies is expected to provide professional insights to individuals and companies that want to enter the contact lens industry.