标题: | 台湾医疗器材产业由代工转型品牌发展策略之探讨 -以个案A公司为例 An Exploratory Study on the Transformation Strategies of Taiwan Medical Device Industry from OEM/ODM to OBM: A Case Study of Company A |
作者: | 张明正 朱博涌 Chang, Ming-Cheng Chu, Po-Young 管理学院高阶主管管理硕士学程 |
关键字: | 医疗器材;品牌之路;防褥疮气垫床组;呼吸治疗产品;品牌联合行销;Medical Devices;Branding Path;Air Mattress;Respiratory Therapy Devices;Co-Branding |
公开日期: | 2016 |
摘要: | 本论文透过个案研究法,探讨台湾医疗器材厂家从代工转型品牌公司的可行之路。 本研究针对个案公司不同时期所采取的策略,分析其决策思考及衍生效益,从中探索个案公司的成功关键因素与失败学习过程,用以提供有意投入代工转型品牌厂家之参考。 本研究探讨的个案公司为国内少数由贸易转型代工,再成功转型自有品牌的医疗器材厂家。 本研究透过个案公司的沿革与策略转折之分析,探讨一个中小型医疗器材厂家如何藉由贸易时期累积的企业第一桶金,转型成为自主研发与制造的专业代工厂,再藉由研发创新与通路经营所累积的产品力与市场力,成功转型成为经营通路之国际级医疗器材品牌公司。 本研究利用四项价值行动架构,分别从衍生之效益与价值及承担之成本与风险之对照观点,探讨个案公司成功之关键决策。 其中涵盖各阶段之转型策略与效能之解析,最后归纳出三项结论:1.坚持信心、耐心与决心,台湾医疗器材厂家的代工转型品牌之路是可行的;2.经营品牌公司的企业领导人必须具备特殊的创新特质;3.个案公司未来品牌之路尚有可改善与突破的机会点。 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. |
URI: | http://etd.lib.nctu.edu.tw/cdrfb3/record/nctu/#GT070363021 http://hdl.handle.net/11536/139012 |
显示于类别: | Thesis |