台灣醫療器材產業進入印尼市場之區位決策分析

印尼位處赤道附近，天氣炎熱衛生環境條件差，傳染性疾病與寄生蟲感染等是印尼民眾最常見的疾病，因此台灣廠商可秉著既有的醫材產品優勢，依照當地環境衛生疾病需求，開發對應之產品，來跨足進入印尼，展開佈局。因此台灣廠商若要進軍印尼，必須先針對醫療產業的特性，在印尼進行區位選擇的分析，以順利進入印尼市場，降低失敗的風險。本研究探討醫療器材產業進入印尼市場，其區位選擇的要素。首先用模糊德爾菲法(Fuzzy Delphi Method)來建構出專家效度，並找出醫療器材產業在印尼區位選擇的五大構面。接著運用DEMATEL 法(Decision Making Test Laboratory)來分析因果關係的結構，並藉此了解要素間的因果影響程度，來評估醫療器材產業在印尼市場區位分析的評估問題。從進入新興市場策略構面來看，「銷售通路」為最大主動影響構面。在「地主國因素」構面下，「國家人口」為最大主動影響之準則。在「經濟」構面下，「中產階級人口」為最大主動影響之準則。在「政府政策」構面下，「企業優惠措施」為最大主動影響之準則。在「人力資源」構面下，「工作效率」為最大主動影響之準則。在「銷售通路」構面下，「代理商」為最大主動影響之準則。此研究可提供廠商在發展印尼市場時，提供醫療器材產業業者一個合理的評選機制和評選結果。

關鍵字

醫療器材產業；區位選擇；模糊德爾菲法

並列摘要

Indonesia is located near the equator, the environmental condition is in poor sanitation, and infectious diseases and parasitic infections are the most common diseases in Indonesia. Taiwan manufacturers can thus hold medical material product advantages to expand the layout. Taiwanese manufacturers to enter Indonesia must be characteristic for the medical industry in Indonesia. This study investigated the medical equipment industry to enter the Indonesian market, elements of its location choice. First using Fuzzy Delphi Method to construct validity of the expert, and find out the medical equipment industry in Indonesia area selection of the five facets. Then use DEMATEL method to analyze the structure of causality, and to understand the extent of the causal effect between the elements in the medical equipment industry of the Indonesian market. Among the empirical results of this study: ＂Sales channel＂ is the most effective factor of locational decision; ＂Population＂ is the most effective factor in the ＂factors of host country＂ dimension; ＂The middle class population＂ is the most effective factor in the ＂investment environment＂ dimension; ＂Business incentives＂ is the most effective factor in the ＂policy＂ dimension; ＂Working efficiency＂ is the most effective factor in the ＂human resource＂ dimension; and ＂Agents＂ is the most effective factor in the ＂sales channel＂ dimension. The analysis of locational decision making helps these manufacturers enter into the Indonesian market smoothly.