探索品牌與代工雙元營運模式的選擇----以一家醫用家具類醫療器材中小企業為例

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題名:	探索品牌與代工雙元營運模式的選擇----以一家醫用家具類醫療器材中小企業為例 Exploring Dual Business Model Choice of Brand and OEM Businesses- A Medical Equipment Small and Medium-Sized Enterprise as an Example
作者:	林久喬 LIN, CHIU-CHIAO
貢獻者:	管理學院生物科技高階管理碩士在職專班蕭育仁
關鍵詞:	雙元營運模式;代工業務;營運模式 Dual business model;OEM business;Business model
日期:	2021-12-14
上傳時間:	2022-08-09 10:02:38 (UTC+8)
摘要:	本研究藉以個案研究方法，探討一家小型企業的醫療器材製造商，如何在資源有限的環境下，同時進行品牌與代工業務的雙元營運模式，並解析醫療器材製造商選擇雙元商業模式的驅動原因。根據個案訪談研究發現，由於醫療器材的市場特性是要對商品的「安全」及「品質」相對的信任。因此，在個案公司在發展初期是選擇加強產品的技術開發及品質控管，是先以發展自有品牌商品，開發本國市場通路為主，由於國內醫材市場規模相對較小，個案公司為了擴大量產規模，就必須同時具備內、外銷能力，目的是除了可以降低單一市場營收的風險外，也可利用內銷的醫療環境提高產品的競爭力，借助外銷帶來較大的成長動能，藉由相似的產品技術，於有別於自有品牌的通路市場上推出功能相似的產品，造成生產力的協同作用，提高供應商的成本定位，並讓他們靈活調整過剩產能並應對市場的暫時需求，促使醫材製造商承擔雙元商業模式。 This paper uses a case study method to discuss how a small enterprise medical equipment manufacturer can carry out the dual operation mode of self-owned brand and OEM business at the same time in the environment of limited resources. And analyzes the driving reasons why the medical equipment manufacturer chooses the dual business model. According to the case interview study, it is found that due to the market characteristics of medical equipment, it is necessary to have relative trust in the "safety" and "quality" of the products, so in the early stage of development, the case company chose to strengthen the technology developing and quality control of the products. The main purpose is to develop products with its self-owned brand and develop domestic market channels. However, the domestic medical market is relatively small. To expand the scale of mass production, the case company must have both domestic and export sales capabilities. The purpose is to reduce the risk of sales volume from a single market. In addition, the medical environment of domestic sales can also be used to improve the competitiveness of products and help the export sales to bring greater growth momentum. And with similar product technology, products with similar functions can be launched in a channel different from the market of self-owned brands. Resulting in productivity synergies, improving the cost positioning of the suppliers, and allowing them to flexibly adjust excess productivity, and respond to temporary market demands, prompting the manufacturers of medical products to undertake dual business models.
描述:	碩士指導教授:蕭育仁委員:張巧真委員:蕭育仁委員:周冠男
資料類型:	thesis
顯示於類別:	[生物科技高階管理碩士專班] 博碩士論文

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