A Study for the Product Selection Process of Medical Device Importer.

• Main Authors: Yu-Mei Chen, 陳玉美
• Other Authors: Man-Chin Huang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/67587549241153684259

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 94 === The industry of medical device is always supposed stable and potential. But due to the financial worse of the National Health Insurance system, the overall profit of this industry is getting lower than before. Comparing to China, the market in Taiwan is small, the foreign supplier isn’t initiative now. The distributors in Taiwan have to be more aggressive to find the new product overseas directly. Under the situation, what is the product strategy of the distributor? What is the process of the decision making for new product? From the distributor situation, the study is to investigate the process of decision making for the product strategy by the distributor. The study selected the departments of General Surgery and Cardiovascular. Both were sorted into equipment and consumable products. So there were four distributors providing their valuable experience for the study. The purposes that distributor present product are to enhance the long term relationship with customers and the leading situation of the distributor in its field. There are five factors for these two purposes, they are the product integration, the competitive ability of the product, the sources of the products, the customer’s benefit, and the company’s benefit. What are the roles of the five factors in the decision making? From the result of the study, to enhance the long term relationship with customers, the ranking of the five factors are the competitive ability of the product, the product integration, company’s benefit, customer’s benefit and the source of the product. It’s the same ranking by the two distributors for consumable products. It’s different between the two distributors for equipment. To enhance the leading situation of the distributor in its field, the ranking is the same to the previous group. The process of decision making is something to do with the property of the products, it’s nothing to do with the department. The process of the decision making is on the basis of the ranking of the five factors, the competitive ability of the product, the product integration, company’s benefit, customer’s benefit and the source of the product.