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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. |
| Reference: | 中文部分
1.許士軍(1980)。現代行銷管理。臺北市：商務印書館。
2.邱志聖(2020)。策略行銷分析。臺北市：元照出版社。
3.陳炫(2022)。2023年醫療器材及設備製造業景氣趨勢調查報告。臺北市：台經院資料庫。
4.戴國良(2018)。圖解行銷學。臺北市：五南。
5.蔡金田(2019)。組織變革。臺北市：元華文創。
6.周若珍(2019)。解決問題的商業框架。臺北市：采實文化。
7.Philip Kotler(2014)。行銷3.0: 與消費者心靈共鳴。臺北市：天下。
8.Darrel Rigby(2022)。打造敏捷企業。臺北市：經濟新潮社。
9.有榮方略(2022)。SMART目標管理法。中國：人民郵電出版社。
10.大川秀一(2010)。圖解行銷入門。臺北市：商周出版社。
11.林建煌(2023)。行銷管理。臺北市：華泰文化。
12.彭建章(2021)。品牌行銷與管理。臺北市：華泰文化。
英文部分
1. Al Ries, Jack Trout, and Philip Kotler, 2001-5, Positioning: The Battle for Your Mind.
2. Collett, S.,1999, SWOT Analysis. Computerworld, 33(29), 58-61.
3. David Jobber and John Fahy, 2009, Foundations of Marketing.
4. Godin Seth, 2018-11, This Is Marketing: You Cannot Be Seen Until You Learn to See.
5. Gil Gildner, and Anya Gildner, 2019-3, Becoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing Career.
6. Gerardus Blokdyk, 2019-7, Risk Register A Complete Guide.
7. John von Neumann, 1940, Monte Carlo Method.
8. Olivier Blanchard, 2011, Social Media ROI.
9. Philip R. Cateora, John Graham, and Mary C Gilly, 2019-2, International Marketing.
10. Rory Sutherland, 2019-7, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.
網路部分
1.數位時代，2021， From: https://www.bnext.com.tw/article/66103/itrl-confre-medical-strate
2.產業價值鏈資訊平台，2023，From: https://ic.tpex.org.tw/introduce.php?ic=C200
3.經濟部統計處，2021-11-05，From: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=9471
4.中華民國對外貿易發展協會，2021，From: https://osws.taitra.org.tw/001/Upload/454/relfile/10363/12223/2e6d3655-ab6e-434c-8178-6229d67934ba.pdf
5.亞洲健康互聯集團，2021-11-17，From: https://www.hea.com.tw/newsDetail.asp?id=18169
6.醫療器材產業國際競爭探討與分析及升級策略規劃，2023，
From: https://www.pidc.org.tw/materials.php?id=680
7.科特的變革8步驟，2019-07-24，
From: https://www.businessweekly.com.tw/management/blog/26396
8.Kotter的8步變革模型，2022-2-11，
From:https://blog.visual-paradigm.com/tw/kotters-8-step-change-model-a-comprehensive-guide/
9.BD investor center, 2023, From: https://investors.bd.com/financial-information/annual-reports
10.風傳媒:年紀越大，就醫費用越驚人，2021-12-20，From: https://www.storm.mg/lifestyle/4109607 |
| 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: | [經營管理碩士學程EMBA] 學位論文
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