近幾年來,生醫產業中的牙體技術產業因立法通過之後逐漸受到重視,但在競爭環境下的牙體技術市場如何去尋求市場定位中的價值鏈及市場策略,實為當前重要的課題。本研究將透過對牙體技術產業的相關研究和剖析,期望找出因應國際市場需求來發展出行銷策略之要素。因為至今台灣的牙體技術所大多仍然屬於個人或小型的工作室,且台灣的市場有限,對於公司及市場策略完全無法理解及適度切入,所以容易陷於同業競爭者間的價格戰內耗。因此,藉由本研究之市場分析與個案探討,可協助牙體技術產業業者對自我的認知,也幫助產業界能真正評估判斷本身的資源及能力後再去尋求市場區隔定位及了解顧客需求,建構創新行銷模式和開發新商機,實現永續經營及國際化行銷通路的企業願景。
In recent years, dental technology has received more attention. Amid intense competition, it has become increasingly important for biomedical companies to find their niche in the industry. To develop effective marketing strategies, the present study sets out to investigate the demand of the industry. In Taiwan, dental technology is operated by small or medium enterprises and the market is limited. Since there is a lack of knowledge in global marketing strategies, Taiwanese companies tend to promote their products by slacking prices. Through the analysis of the market and case study, the present study intends to raise the awareness of those enterprises involved in the dental technology industry and to facilitate their understanding of their strengths and the demand of the market. It is hoped that a new business model may be constructed and the goal of sustainable operation and internationalization may be realized.
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