台灣醫療器材產業由代工轉型品牌發展策略之探討 -以個案A公司為例

Abstract

本論文透過個案研究法，探討台灣醫療器材廠家從代工轉型品牌公司的可行之路。 本研究針對個案公司不同時期所採取的策略，分析其決策思考及衍生效益，從中探索個案公司的成功關鍵因素與失敗學習過程，用以提供有意投入代工轉型品牌廠家之參考。 本研究探討的個案公司為國內少數由貿易轉型代工，再成功轉型自有品牌的醫療器材廠家。 本研究透過個案公司的沿革與策略轉折之分析，探討一個中小型醫療器材廠家如何藉由貿易時期累積的企業第一桶金，轉型成為自主研發與製造的專業代工廠，再藉由研發創新與通路經營所累積的產品力與市場力，成功轉型成為經營通路之國際級醫療器材品牌公司。 本研究利用四項價值行動架構，分別從衍生之效益與價值及承擔之成本與風險之對照觀點，探討個案公司成功之關鍵決策。 其中涵蓋各階段之轉型策略與效能之解析，最後歸納出三項結論：1.堅持信心、耐心與決心，台灣醫療器材廠家的代工轉型品牌之路是可行的；2.經營品牌公司的企業領導人必須具備特殊的創新特質；3.個案公司未來品牌之路尚有可改善與突破的機會點。

This thesis is an exploratory case study on the applicable path for Taiwan Medical Device Companies from OEM/ODM to OBM. From different transformation phases, versatile strategic decisions and their resultant outcomes are investigated in this case study to depict critical success factors and learning processes of failures as references for firms which are willing and planning to transform their operations from OEM/ODM to OBM. The subject of study is one of a few number of medical device companies which have successfully transformed their business models from OEM to ODM and to OBM in Taiwan. Through the investigations on historical strategic decisions, the subject company is explored to transform its operation via its first financial prosperity from a trading company to a professional ODM company by developing manufacturing and R&D capacities. With product and marketing competences developed from R&D innovations and channel managements, gradually, the subject company transformed its operations successfully to a branding company with global channel operations. The four-action framework, is utilized to explore the critical successful factors evaluated from the viewpoints of benefits, values, risks, and costs in this case study. The depictions of key strategies critical to specific transformation phases are finally summarized into three conclusions. 1. Persisting with confidence, patience, & determination, the developing path from OEM/ODM to OBM is applicable for Taiwan Medical Device Companies. 2. The leaders for branding companies should possess specific innovative characteristics. 3. There are opportunities for improvement on its future branding path for the subject company.