醫療器材公司成長策略研究-以博而美公司重症通路事業部門為例

A Case Study of Business Development Strategy, Based on the Field Study at Critical Care Department of TBMS

蔣竣凱(Chun-Kai Chiang)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2019年)

https://doi.org/10.6840/cycu201900061

摘要

博而美公司重症通路事業部門主要銷售產品為醫院重症相關設備。主要銷售通路為加護重症領域、呼吸治療領域與急診。近年在健保制度調整之下，醫院對於新設備採購或舊有設備汰換之金額與時程都趨於保守。台灣市場競爭情況激烈，同一產品往往有多間以上競爭對手。在面臨終端市場採購趨緩的情況下，博而美公司重症部門如何增加競爭力，讓部門在市場與同業間持續保有競爭優勢。從哈佛商業個案文獻中，分析醫療器材公司成長策略，並找出適合博而美公司重症通路事業部之成長策略。

關鍵字

醫療器材 ； 成長策略 ； 銷售通路

並列摘要

The critical care department of Taiwan Biomedical Services (TBMS) company offer critical medical equipment to hospitals. Critical care departments、Respiratory department and Emergency are the objective sales channels. However, due to the regulation of reimbursement system, the budget of hospital and the timing of buying new product are tend to conservative. The purpose of this research is reviewing business cases from Harvard Business Review case, and find out the best business growth strategy for TBMS critical care department.

並列關鍵字

Medical Equipment ； Growth Strategy ； Sales Channel

參考文獻

1. Leader Healthcare: Deciding on a Growth Strategy. CASE STUDY Sonal Singh and Meeta Dasgupta. Harvard Business Review, January 2017.

2. Mindray Medical International Limited: Going Global from China. CASE STUDY Amitava Chattopadhyay/ Dongsheng Zhou/ Fang Wan. Harvard Business Review, Feburary 2014.

3. Hospital Equipment Corporation. CASE STUDY Clayton M. Christensen/ Rory McDonald Harvard Business Review, Feburary 2014.

4. Henry Schein: Doing Well by Doing Good. CASE STUDY Rebecca Henderson/ Aldo Sesia/ Russell A. Eisenstat/ Raffaella Sadun. Harvard Business Review, January 2014.

5. Deborah DiSanzo at Philips Medical Systems (A)&(B). CASE STUDY Nan S. Langowitz. Harvard Business Review, July, 2013.