生技醫療器材產業通路經營管理策略之研究--以x經銷通路商為例

A Study on Channel Management Strategy for Biotech ＆Medical Equipment Industry – The Case Study of the X Distributor

雷孟儒(Lei, Meng　Ru)

指導教授 ： 周登陽

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2014年)

摘要

摘要
　近年來，醫療器材產業發展趨勢逐年增加，政府相關單位積極的推動生技醫療器材產業的落實，並規劃資源整合平台，以及跨領域的協調，以建構更完善的的產業發展環境。全民健保的實施，國民所得的提升，帶動了醫療市場的需求，而消費者意識的抬頭與網路時代的發達，使得醫療器材廠商，在面對市場的變化和經營管理策略上，充滿了挑戰。
本研究針對醫療器材產業的現況，瞭解目前產業積極開發的各類技術產品，以及未來醫療產業經營策略成功發展的關鍵因素。探討醫療器材產業的行銷通路管理，由企業的通路策略，瞭解如何從通路中創造價值，提升產品的交換率，並協調產品的供需，帶給消費者更多的選擇。分析消費市場的行為，如何於消費者的習性、偏好等各種影響因素中，瞭解消費者的採購決策。
此研究採個案研究分析，個案通路商經由醫療產業的變化，健保實施的給付限制，通路業者的通路和產品競爭，消費者終端的顧客關係經營。歸納出個案廠商，目前外部和內部環境所遇到的問題。再藉由個案公司內部高階主管的訪談資料，研究通路的決策方法和個案公司的決策因素，分析其中的相關性，成為個案通路公司的通路管理策略依據。
經由研究分析結果，個案公司依據公司內部資源的優劣勢與外部環境的機會威脅，明確的研擬未來通路的管理策略目標。分別為產品的多角化經營、專業人員的訓練、擴展營運資金的融資策略、市場通路管理的策略聯盟、顧客關係重新定位、上、下游的垂直整合等方式,提高個案公司的管理績效和產業競爭力。國內醫材市場規模小，公司皆以中小型企業為主，藉由此研究的結果，改善個案公司目前的困境，發揮本身的優勢，為企業創造核心價值，達成永續經營的目標。

關鍵字

競爭力 ； 管理績效 ； 融資策略 ； 顧客關係 ； 通路策略 ； 國民所得 ； 全民健保 ； 醫療器材

並列摘要

Abstract

　In recent years, the development trend of the medical equipment industry is significant, The authorities actively promoted the biotech medical equipment, set the resource integration platform,and made a cross-sectorial coordination in order to construct a better environment for industrial development. The implementation of National Health Insurance (NHI) and the increase of national income accelerated the needs of medical market.However, the consumer consciousness and the development of internet age resulted in the great challenge for medical equipment manufacturers to face the transformation of market and management strategies.

　This study aimed to investigate the current products which are actively developed and the key factors of future success for medical industry,including the exploration of the distribution channel management of medical equipment industry. Through the enterprise’s channel strategies,the researcher aimed to understand how to create value from the channels and promote the exchange of products. Besides, the enterprises coordinated the supply and demand to offer more choices for the consumers. Lastly, the study aimed to analyze the consuming behavior in the market and understand consumers decision –making from their shopping habits, preference and various choices

　This study adopted the case study analysis.In consideration of the medical industry transformation, the implement of National Health Insurance (NHI), the distributors’ channels and product competition, and the management among consumer, the case distributor concluded the major problems from interior and exterior environments. Through the interview with higher-ranking managers, the researcher aimed to under-stand the company’s decision-making factors.

　The case company framed the goals of their future channel management strategies in consideration of the strength and weakness of the interior and the threat from the exterior environment. The results were as follow. They are the diversification of products, the professional employee training,expansion of working capital financing strategy, the alliance of marketing channel management, the reposition of customers’ relations, and the integration of upstream and downstream companies. Above all , the goal is to enhance the management performance and their competitiveness. The scales of domestic medical markets were small, and many companies belong to small and medium sized business. Based on results, the researcher trys to change the predicament of the case company, and help the company to achieve the goal of sustainable development.

並列關鍵字

customer relations ； distribution strategy ； national health insurance ； national income ； medical equipment ； financing strategies ； management performance ； competitiveness

參考文獻

司徒達賢，策略矩陣分析，管理評論，第十三卷，第二期，1994。

許吉輔、蔡永川、黃意文，自行車之消費者購買決策因素分析，休閒運動保健學報，第四期，p.141，2013 年1月。

謝文雀、紀舒哲、胡同來、田方治，通路權力、通路氣候及通路策略對通路績效影響研究-以彩妝業實證，行銷評論，第 7 卷，第4 期，p.446， 2010。

張耀堂、翁淑緣，企業策略、資訊策略與競爭優勢之研究，大葉學報，第九卷，第二期，2000。

江存仁、張瑞玲，體驗行銷之策略管理研究：以誠品書店為焦點，績效與策略研究、第三卷、第二期，p.193，2006。