醫療器材代理商產品選擇策略之研究–以C公司為例

醫療器材產業是整合型的學科，國家產業創新能力不夠或市場規模不夠大的地區，很難發展高端醫療器材產業，全球高端醫療器材的研發與生產，由美國、歐洲、日本等國所主導，其他國家對高端醫療器材產品的需求，主要靠進口來滿足需求。醫療器材研發製造廠商進入新市場時，初期會與當地代理商合作，當市場達到經濟規模後，原廠將跨足進入當地市場，原廠想直接銷售給醫療機構，醫療機構想直接從原廠購買，當醫療器材代理商的上下游在共同利益結合下，代理商就面臨「去中間化」的危機，這是代理商常見不利的問題。中國醫療產業市場實施的「兩票制」，更是用政府監管部門直接介入「去中間化」的手段。醫療器材代理商似乎在打一場打不贏的仗。本研究的課題主要是藉由個案研究法，分析個案公司自1986年成立至2019年期間與原廠合作的代理過程、產品組合模式等，對個案公司做深入研究，藉由總體環境分析理論、產業競爭分析理論、顧客需求理論分析、企業SWOT優劣分析理論、產品組合理論等方面，對個案在選擇合作原廠與產品組合策略上的研究與分析，希望找到代理商對選擇原廠與選擇產品組合的最佳策略。研究結果指出: 婚姻雙方講究門當戶對，在代理商業模式下，選擇合作原廠上，也要考慮雙方資源與企業規模的適配性，醫療器材代理商應該考慮選擇與企業規模相當的原廠合作。在產品選擇上，適當的產品組合，做好市場差異化，可產生代理制衡的綜效。在顧客經營上，衍伸領域內採購需求，可產生顧客綜效，讓顧客專屬陷入。利用以上三個構面的選擇，找出對代理商最有利的代理原廠與產品組合的選擇方案。

關鍵字

醫療器材；原廠；代理商；去中間化；產品組合

並列摘要

Medical devices industry is an integrated discipline. It is difficult to develop the high-end medical device in an area where the country’s industrial innovation is not good enough or the market size is not large enough. Global high-end medical devices are dominated by the United States, Europe, and Japan those developed countries. The demand for high-end medical devices in other countries mainly depends on import. When medical device manufacturers enter new markets, they initially adopt the business model of agents. Once the market has reached economic scale, the original manufacturer may step into the local market. The original manufacturer hopes to sell products directly to hospitals, and hospital wants to directly purchase from the original manufacturer. When the suppliers and buyers of medical device has a common interest, the agent will face the crisis of "Disintermediation", which is a common problem for agents. "Two-invoice policy" implemented in China medical field is a means of direct intervention by government in "Disintermediation". Medical device agents seem to be fighting an unwinnable battle. The subject of this research is mainly to analyze the company C from its establishment of 1986 to 2019 about its agent process and product portfolio. Through the case study by overall environmental analysis theory, industrial competition analysis theory, customer demand theory, enterprise SWOT advantages and dis-advantages analysis theory, product portfolio theory… etc., to research and analyze the case on the selection of cooperative original manufacturer and product portfolio strategy. I hope to find the best strategy for medical device agent to select the original manufacturer and product portfolio. The results of the study pointed out: Marriage parties should be in fair conditions. Under the agency business model, the selection of the original manufacturer for cooperation should consider the adaptability of the two parties' resources to the scale of the enterprise. In terms of product selection, proper product portfolio and market differentiation can create a comprehensive effect in agent’s checks and balances. In terms of customer management, customer exclusiveness to develop demand in the field can generate customer synergy. Use the selection of the above three facets to find out the most favorable original manufacturer and product portfolio for agents.