台灣高階牙科設備製造業創業商業模式研究-以P公司為例

Abstract

台灣過去產業之發展以生產製造為主，具有高品質與低成本效益之競爭優勢，隨著生產製造逐漸標準化、成熟化及穩定化，以往的競爭優勢所創造之價值逐漸被壓縮，企業為了在微利時代取得新的競爭優勢，除穩固生產製造能力外，亦逐步從生產製造角色往創新與設計、品牌與服務等附加價值高的企業型態發展。同時，隨著老人化趨勢及醫療技術進步，生技醫療器材產業成為全球科技發展的一大主軸。本研究以在台灣深耕三十餘年的醫療器材製造業並以自有品牌自行銷售之P公司為例，透過精實創業商業模式分析，解析個案公司其品牌發展策略之成功關鍵，並評估該公司所選擇的各項決策之優劣，並嘗試針對該公司未來之發展提出轉型方案，協助並期許該公司未來更能發揮既有品牌之效益。 本研究歸納出P公司的成功創業原因：1.受民國台灣勞保開放，2.領導者獨到之產品見解，3.創辦人技術專精與純樸踏實之人格特質。研究者藉由訪談及綜合歸納提出P公司現階段轉型之建議，包含：1.市場轉型，2.產品轉型，3.經營型態轉型。

What normally had driven Taiwan’s manufacturing industry was so far the advantage of high quality produced at a competitive price. With the ongoing standardization, maturation and improvement of production processes worldwide the former Taiwan’s competitive advantage has been diminished. Apart from improvement of production capabilities Taiwan’s companies also try to compensate cost increase by creating value through product innovation and design as well as branding in order to regain competitiveness. At the same time because of an aging population in developed countries the medicine biomedicals and medical equipment technologies have gained a higher significance in global technical development. This thesis is using the example of Company P in Taiwan with more than 30 years of experience in the field of medical equipment. It uses the Lean-startup Business Model as a mean of analysis. The analysis is carried out in regard of the company’s product competitiveness, it ends with an introduction of proposals for improvement and strengthening for the future related restructuring plans of the company. Its purpose is to be a reference for future planning and to assist at the brand marketing processes. The study concludes with the reasons for the so far successful business of Company P: 1.The initiation of labor insurance politics of Taiwan. 2. The vision and leadership through unique product concepts. 3. The company’s founders personality regarding technical understanding and interpersonal communication. The research has suggested some transition strategies to the Company P by the means of personal interviews, including: 1.Market transformation. 2. Product transition. 3. Open innovation.