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|Keywords: ||醫療器材;產業分析;行銷策略;經營模式;medical instrument;industry analysis;marketing strategy;business model|
|Issue Date: ||2016-10-13 13:55:41 (UTC+8)|
本研究從產業分析、行銷策略及經營模式之角度，深入探討C公司之眼科高階醫療儀器是否具有發展價值，結果顯示C公司藉由代工所獲之技術投身於研發，並選擇信譽良好的通路商進行合作，借重通路商長期以來在該區域的建立的人際脈絡，並朝自有品牌之姿，站上國際舞台，除協助原先重度依賴資訊科技產業的產業鏈轉型外，亦證明臺灣還有強勁的醫療相關實力。;The medical industry has flourishing development due to the longevity. At the meanwhile, the unprecedented technology innovation is a gear pushing the medical devices market toward a new page. Many modern people suffer from the eye diseases since overused their eyes, especially the young age. The damage of the eye is usually irreversible. That is why the eye maintenance becomes a topic in the recent years and more companies devote on this area.
C company is one of the few companies in Taiwan devotes to the development and manufacture of the high level ophthalmology medical imaging devices. Most of the medical device companies in Taiwan focus on the medical consumable products and home use medical products. Ophthalmic instruments are with more advanced technologies compared to the general home-use medical devices and materials. Besides, most of the major suppliers are from the overseas. C company is the leading company in Taiwan for this area, so it can be an index and reference for the future development of the related products.
Case study methodology is adopted in the thesis. In order to analyze the strategy of the company, some managers have been interviewed for gathering information, and the related documents and data were collected and analyzed. The five force model is used to measure the bargain power between the suppliers and consumers from the vertical view and the threat regarding to the product substitutes and potential competitors from the horizon view. The SWOT analysis is also adopted for evaluating the strength, weakness, opportunity and threat that the company is confronted with. The result indicates that the company have sufficient research accomplishments and technical capabilities but the product premium effect is insufficient due to the scarcity of product categories. It reveals that the company still has some problems to be overcome, such as the exposure rate; the brand reputation and the product penetration in the medical industry are to be raised.
This thesis studies the values to develop the high level ophthalmic instruments in C company from the aspects of industry analysis, marketing strategy and business models. The result reveals that C company accumulates its technical capability from the OEM business model, and chooses the reputable channels to cooperate. By leveraging the relationships of the chosen channels, C company uses its own brand to march into the internal market. This model helps the 3C industry value chains to convert to the medical industry value chain; also it proves there is strong medical industry capability in Taiwan.
|Appears in Collections:||[高階主管企管（EMBA）碩士班] 博碩士論文|
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