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Title:	醫療器材公司組織變革之研究-以某外商公司個案為例 THE STUDY OF ORGANIZATIONAL CHANGE FOR MEDICAL DEVICE COMPANY–A CASE STUDY
Authors:	吳尚儒 Wu, Shang-Ju
Contributors:	宋皇志 Sung, H.C. 吳尚儒 Wu, Shang-Ju
Keywords:	醫療器材組織變革行銷策略 Marketing strategy Organizational change Medical device
Date:	2023
Issue Date:	2023-08-02 13:18:46 (UTC+8)
Abstract:	2021年開始在新冠肺炎疫情及中美貿易戰的雙重衝擊之下，醫療器材產業全球市場規模在2020年達4,200多億美元，市場預估在2021年將可達4,300多億美元；預期若以年複合成長率GAGR 4.8%的速度成長，在2023年將會達到4,900多億美元的經濟規模。展望今年2023年預計全球仍會籠罩在疫情的部分影響之下，人類逐漸建立與新冠病毒建立共存之道，新冠疫情的管控與治療將持續推動醫療器材科技的進展。所以，本研究主要針對中下游為主的醫療器材產業，以個案方式探討醫療耗材如何在現今成本不斷增加以及供應鏈管理的嚴峻狀況下，制定組織變革轉型並與行銷策略理論運用波特五力分析、SWOT、BCG矩陣等方法結合，進行文獻探討。除此，本研究乃採取個案研究，實際學生於2022年5月於所在職公司的真實個案，從個案公司的營運狀況、市場調查、以及行銷實務等三方面進行分析研究，取其之關鍵因素，強化外商醫療器材公司於本土的競爭力，進而達成營運增長之目標。本研究於最後提出結論報告，個案公司的組織變革轉型結合行銷策略乃以最符合台灣市場的需要為最重要與優先之戰略主軸。對個案的建議可從1.優化組織橫向合作2.產品行銷組合模式3.增加數位行銷工具。對於未來研究建議可從1.研究個案的增加2.研究方法的改變3.研究政策的變化等三方面再進行深入探討。 At the beginning of 2021, under the double impact of COVID and the China-US trade war, the global market size of the medical device industry will reach more than 420 billion US dollars in 2020, and the market is expected to reach more than 430 billion US dollars in 2021; it is expected that if the compound annual growth rate (GAGR) is growing at a rate of 4.8%, and will reach an economic scale of more than US$490 billion in 2023. Looking forward to 2023 this year, it is expected that the world will still be partially affected by the epidemic. People will gradually establish a new way to coexist with COVID. The control and treatment of COVID will continue to promote the progress of medical equipment technology. Therefore, this study focuses on the mid and downstream-based medical equipment industry and discusses how medical consumables can formulate organizational transformation aligned with marketing strategy theory under the current situation of increasing costs and severe supply chain management. Combining analysis, by using Porter`s five forces, SWOT, BCG matrix, and other methods to conduct the literature review. In addition, this is a case study which was analyzed the real case of the company in three aspects: - Operating status - Market research - Marketing mix This analysis is to strengthen the competitiveness of international medical equipment companies in Taiwan, and then achieve the goal of operating growth. The conclusion is presented at the end of this case study. The organizational transformation is based on the most critical and prioritized strategic axis that best meets the needs of the Taiwan market. Suggestions for this case can be - Organizational horizontal cooperation - Portfolios selling model - Digital marketing tools Suggestions for research can be further discussed from three aspects: 1. Study more cases 2. Use different research methods 3. Deep dive into the policy changes.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932170
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932170
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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