超音波骨刀牙鑽機國際行銷市場分析－以A公司為例

The Study of International Marketing Analysis for Ultrasonic Bonescalpel and Dental Drill-A case of A Company

羅啟峰(Chi-Feng Lo)；葛致慧(Chih-Huei Ko)；陳建佑(Chien-Yu Chen)；吳壽進(Sou-Chin Wu)

市場分析 ； 產品發展 ； 產品特性 ； Market Analysis ； Product Development ； Character

致理學報

34期（2014 / 07 / 01）

495 - 540

繁體中文

對於從事植牙手術的牙醫師而言，一台功能強大、操作便捷的骨刀機，能讓手術過程更加順利。以往牙科超音波骨刀完全倚賴進口，不僅費用昂貴而且具有難設計變更製作、取得不易等潛在問題。若超音波骨刀產品完全由台灣研發製造，可節省高額的進口成本與達到客製化需求，更貼近國內牙醫師的需求。超音波骨刀大約自2001年引進台灣製造，初期由於牙醫師使用習慣及骨刀之切割效率不彰，普及速度並不理想，後來則在廠商及醫師之參與改進後，目前國內已有自行生產之機型，且有部份專利。儘管如此，超音波骨刀仍有許多待改進及突破之空間。為了解決此瓶頸，A公司與台灣某國立大學合作開發「超音波牙鑽及骨刀系統」，研發高階牙科器材系統技術，發掘具市場發展潛力的醫療器材創新研究，和醫療器材產業整合平台。透過研發聯盟、製造聯盟、行銷聯盟等之產業聯盟，提升學研之研發成果價值，並加速產品開發、產品上市、降低生產成本，以完整之供應鏈及價值鏈缺口之補齊、旗艦廠商之引進，促成聚落之成形。本研究以文獻及個案分析方式，先針對A公司之超音波牙鑽及骨刀系統進行產品分析與整理，了解商品之優勢與劣勢後，再經由外在環境分析了解國外觀光醫療及休閒養生產業之潛在市場與消費群，最後，提出A公司外銷超音波牙鑽及骨刀系統之可行性與國際行銷策略。

For dentists who proceed dental implant surgeries, a powerful and handy ultrasonic bonescalpel will make the surgical process go much more smoothly. In the past, ultrasonic bonescalpels were completely imports. Imported bonescalpels are not only expensive but also difficult to change design for customization. If ultrasonic bonescalpel is fully developed and manufactured in Taiwan, high import costs can be saved and customization can be reached.Around 2001, ultrasonic bonescalpels were introduced to be manufactured domestically in Taiwan. Due to dentists' habitual behavior and local products' low performance, the penetration of local products was low initially. Afterward, as a result of dentists' participation and progressive improvement, local business successfully turns out and acquires partial patents. However, there is room for improvement.In order to break through the bottleneck, Company A cooperated with a famous national university and developed ＂Innovated ultrasonic dental drills and bonescalpels system＂. This project aims to develop high-end dental device technology, excavate innovative researches of medical device with market potential and offer a platform to integrate medical Devices industry. Through alliances of R&D, manufacture and marketing, this project enhances add-value for academic research results, accelerates product development and time to market, and reduces production cost. This project also fills up the gap of value chain and the supply chains, introduces flagship business and forms industry settlement.This study adapts literature and data analyses. First, we collect product information to pose strength and weakness analysis. Next, we try to figure out target market for alien medical tourism industry and leisure healthy industry via the external environment analysis. Finally, we propose feasibility of exporting ＂Innovated ultrasonic dental drills and bonescalpels system＂ and international marketing strategy.