消費型醫療器材事業策略之探討

環境污染對於人體健康的危害日益嚴重，預防措施與自我健康照護的意識逐漸受到重視，因此預防醫學與醫療生技產業在台灣重要性逐漸提升。本研究個案公司從電子加工產業起家，由於大環境的變化以及長久經營的考量，讓個案公司著手進行醫療生技產業的轉投資，引進相關技術與材料以開發醫療用抗菌口罩及抗菌消毒液，並自創品牌「安提歐」。本研究透過個案研究法深入了解個案公司，再加上策略形態六大構面及價值單元來瞭解個案公司現有的策略及挑戰，最後進行策略的調整且比較調整前後的策略形態六大構面，以給予個案公司未來發展的建議。研究結果建議個案公司應著手進行產品線廣度的拓展、經銷商制度的調整與完善以及添購口罩成型設備以自行進行口罩加工，並適時的提供客戶客製化服務，最後複製現有經銷商合作模式積極開發中國大陸功能性口罩的市場。

關鍵字

策略形態；事業策略；消費型醫療器材

並列摘要

The harm of environmental pollution to human health is becoming more and more serious, and the awareness of preventive measures and self-health care is gradually taken seriously. Therefore, the importance of preventive medicine and medical biotechnology industry in Taiwan is gradually increasing. The case company of this research started from the electronic processing industry. Due to changes in the environment and long-term management considerations, the case company started to invest in the medical biotechnology industry, introducing relevant technologies and materials to develop medical antibacterial masks and antibacterial disinfectants. And the brand "ANTIOO". This study provides an in-depth look at case companies through case studies, plus six strategic facets and value units to understand the existing strategies and challenges of the case companies, and finally adjust the strategies and compare the adjustments before and after Six facets of strategic form to give advice to the future development of the case company. The research results suggest that the case company should start the expansion of product line breadth, the adjustment and improvement of the dealer system, and the purchase of mask forming equipment to carry out mask processing by itself, and provide customized customer service in a timely manner, and finally copy the existing dealer cooperation mode. Actively develop the market for functional masks in China.