日本醫療器材企業之海外發展 -以台日企業合作為例-

The overseas development of the Japanese medical equipment company-Taking Taiwan-Japan Cooperation as an Example-

江宜蓁(Yi-Jen Chiang)

指導教授 ： 曾耀鋒

國立臺中科技大學/語文學院/應用日語系日本市場暨商務策略碩士班/碩士(2018年)

摘要

本研究乃是以台日企業之合作案例為例，探討日本醫療器材業在發展海外市場方面之經營策略。本研究以深度訪談法及次級資料收集法進行資料蒐集，並以分析性歸納方法進行資料統整，分析企業在進入海外市場時，所必須進行的地點、時機、進入模式等三項決策。透過深度訪談及次級資料分析後，發現日本醫療器材業具有以部分個人及醫療院所為銷售對象，且銷售成本較高等特徵。因此在決策海外發展地點時，首先選擇國民生活保健觀念與日本相近的台灣，以迎合較多的潛在個人購買需求。而在時機點上，則基於日本國內健保環境的銷售經驗，選擇台灣在創建全民健保制度後進入，以獲取醫療院所儀器採購的商機。最後，進入模式的決策上則考慮成本效益，選擇以授權代理方式進行，以避免過多的銷售成本投入。

關鍵字

日本 ； 醫療器材 ； 海外發展 ； 進入模式決策 ； 深度訪談法

並列摘要

This study aimed to use the case of Taiwan-Japan Cooperation as an example to investigate the medical equipment enterprise’ business strategies in overseas market development. This study used in-depth interview and secondary data collection method to collect data. Analytical induction method was then used to conduct data integration so as to analyze the locations, timing and the marching model that the enterprise got into new markets. Through in-depth interview and secondary data collection method, the researchers found Japanese medical enterprise tended to sell its medical equipment to partial individuals and related medical institutions and, the cost of sales seemed to be higher. Accordingly, in deciding the locations of overseas development, Taiwan became the priority to choose because Taiwanese preventive medical opinions in their daily life seemed to be close to those of Japanese. This might meet the purchasing needs of potential buyers. As for timing, based on the experiences of domestic health insurance in Japan, the enterprise chose to enter Taiwan after Taiwan established its national health insurance, hoping the medical institutions in Taiwan would purchase more medical equipment. Finally, when the cost-effectiveness was considered in deciding the marching model that the enterprise got into new markets, authorized agents were chosen to reduce the cost.

並列關鍵字

Japan ； Medical equipment ； Overseas development ； The marching model that the enterprise got into new markets ； in-depth interview

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