臺灣醫療器材產業國際化布局之策略行銷分析-以聯合骨科為例

• Main Author: 高聖凱
• Other Authors: 邱志聖
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/00387572382138691804

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 96 === Along with global aging population and rapid advancement of medical technology, global medical devices market is increasing at the fastest speed ever and is reaching US$ 164B in 2006. 2006 Taiwan medical devices market is US$ 2.3B which is only 1.4% of overall global medical devices market. Comparing with dominant positions of Taiwan semiconducting and electronic industries, global medical devices market is a great “Blue Ocean” opportunity! Global orthopedic market will reach US$ 19B in 2004 and is expected to grow at 10-13% annually for the coming 10 years. United Orthopedic Corporation （UOC） is very competitive and is in a leading position in orthopedic joint design and manufacturing in Asia. Due to relative large company size and market pioneer position of well-known US & European brands in China, management team of UOC is facing a tremendous challenge to win this game；So far, UOC is holding 20% and 10% of market share in Taiwan and China, respectively. UOC has set-up manufacturing bases in both Xian and Hsin-Chu. After consolidating individual assessment of UOC management team, competitors’ management team as well as experts from academic society who are personally involving in orthopedic joint market in China and applying the strategic marketing analysis of 4C theory, we have concluded the strength/weakness and their possible causes of UOC current market status in China. Based on our findings, we suggest UOC could consider utilize its limited resources effectively and efficiently, as priorities, to build up its competitiveness on Cost/Utility ratio and Asset Specificity. If UOC can create effectiveness on both marketing and service furthermore, it can achieve competitive advantage and better performance in China orthopedic joint market；Establishing a strong foundation in China and structuring its market position in the world. UOC will be able to tackle face-to-face competition with world-class orthopedic companies in global market!