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Title:	智慧型冷熱理療儀商業模式之研究 Research on business model for intellectual temperature physical therapy equipment
Authors:	黃進華 Hwang, Chin-Hwa
Contributors:	詹文男尚孝純黃進華 Hwang, Chin-Hwa
Keywords:	智慧型冷熱理療儀醫療器材商業模式商業九宮格 Intellectual temperature physical therapy equipment medical equipment business model Business Canvas Model
Date:	2021
Issue Date:	2021-09-02 16:29:55 (UTC+8)
Abstract:	日常生活中或醫院內的臨床狀況，常見民眾道：「究竟應該要冷敷或是熱敷呢?」以不同溫度型式敷置於特定患部，是日常中再平常不過的疼痛緩解方式。其中，熱敷會使局部體溫升高、血管放鬆、身體代謝速率增加，並且促進局部循環，可以有效提升組織自癒能力。也因為不管熱敷或冷敷，民眾皆可以使用毛巾沾熱水或冷水的方式簡單操作，因此以此類溫度理療的方式來解決患部不適之問題，也是日常中常見者。所以，將智慧化的設計思惟納入冷熱理療用品中，不僅是時代趨勢，也是提升醫療照顧品質的方式，本研究至此提出溫度型理療用具納入智慧化設計範疇的必要性，並將此由A企業所生產之醫療器材，命名為「智慧型冷熱理療儀」。研究中綜合運用學理的眼光與企業管理中的策略理論，謹慎地推估此類新生產品的商業價值，站在策略管理的分析基礎上，首先運用適當的策略理論模式，了解該類理療產品所位處的經營環境現況，同時根據上述的討論結果，設計適當提綱，訪談A企業董事長與C復健科診所D醫師，運用商業九宮格的分析方式，彙整出「智慧型冷熱理療儀」的獲利方程式。研究結果顯示，當前國際上的醫療器材產業多屬競合模式，智慧型冷熱理療儀要想在未來提高議價力，除了以專利權鞏固產品的競爭優勢外，A企業還能以健康管理之姿，為智慧型冷熱理療儀注入不同的售後服務，讓消費者在使用此等產品時能確實得到差異化的消費感受。其次，商業模式應區分為病患類與非病患類，並集中差異化價值主張、通路與顧客關係經營之內涵，俾利加強不同目標客群對此產品的鏈結度。 In daily life or clinical conditions in hospitals, it is common for people to say: "Should I apply cold or hot compresses?" Applying different temperature patterns to specific affected areas is an ordinary way of pain relief in daily life. Among them, hot compress will increase local body temperature, relax blood vessels, increase body metabolism rate, and promote whole circulation, which can effectively improve the self-healing ability of tissues. It is also because people can use a towel to dip hot or cold water in a simple operation regardless of hot or cold compresses. Therefore, it is common to use this type of temperature physiotherapy to solve the problem of discomfort in the affected area. Therefore, incorporating intelligent design ideas into hot and cold physiotherapy products is not only a trend of the times, but also a way to improve the quality of medical care. So far, this research proposes the necessity of incorporating temperature-based physiotherapy equipment into the scope of intelligent design, and this is changed by A The medical equipment produced by the company is named "Intelligent Thermal Therapy Apparatus". In the research, the theoretical perspective and the strategic theories in corporate management are used to carefully estimate the commercial value of such new products. Based on the analysis of strategic management, first use appropriate strategic theoretical models to understand the physical therapy products of this type. The current business environment of the location; at the same time, based on the above discussion results, design an appropriate topic outline, interview the chairman of the company A and the doctor D of the rehabilitation clinic of C, and use the analysis method of commercial nine-squares to summarize the "intelligent cold and heat physiotherapy" Profit equation. The results of the study show that the current international medical equipment industry is mostly a competitive model. If the smart cold and heat physiotherapy device wants to increase its bargaining power in the future, in addition to consolidating the competitive advantage of its products with patent rights, company A can also use health management. Injecting different after-sales services into smart cold and heat physiotherapy instruments, so that consumers can really get a differentiated consumption experience when using these products. Secondly, the business model should be divided into patient-type and non-patient-type, and concentrate the connotation of differentiated value proposition, channel and customer relationship management, in order to strengthen the link between different target groups of this product.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932170
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932170
Data Type:	thesis
DOI:	10.6814/NCCU202101257
Appears in Collections:	[Executive Master of Business Administration] Theses

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