早期隱形眼鏡的技術、生產、銷售與市場由四大國際廠商（嬌生、愛爾康、博士倫、庫柏）所主導壟斷。這四大廠藉由專利提高進入障礙，讓後進者不得其門而入。然而，許多關鍵專利在2000年後開始過期，眾多台灣電子業廠商開始轉投資跨入隱形眼鏡的領域，但是隱形眼鏡在四大廠長年的耕耘之下，已建立完整且成熟的產業鍊，消費者對四大廠之品牌熟悉且擁有高度的忠誠，新進者要突破此障礙需要正確有效的積極策略。
本研究透過個案的探討，分析晶碩光學在市場上的行銷策略。晶碩初期透過首創直營店販賣自有品牌之隱形眼鏡，在五年內已成為台灣市佔率第二大之品牌，在幅員廣闊的中國市場，晶碩是以網路銷售獲取市場。此外，晶碩透過證照系統作為ODM/OEM代工生產的利器。未來，晶碩則可透過自有品牌的銷售來調節產能與代工價格，並且透過與直營店零售通路的搭配，提供ODM/OEM代工客戶由生產、倉儲、配送到銷貨等一條龍式的服務。此種競爭策略能有效突破既有產業鍊的限制，提供產業界一個值得學習參考案例。

In the past decades, soft contact lens industry was monopolied by four major corporations. They were Johnson&Johnson, Alcon, Bausch&Lomb, and Cooper Vision (the Big Four). The Big Four created entering barrier by the patents, and kept the new entrants out of the gate. However, many key patents expired after year of 2000. Thus, many Taiwanese companies started to invest subsidiary business and involve with soft contact lens manufacture. The Big Four cultivates the market for a long time. They have built a mature and completed industrial chain. Consumers are familiar with their brands, and also with high loyalty. New entrants need an effective strategy in order to penetrate the market.
By research of this case, we will analyze Pegavision’s sales strategy. Pegavision created the very first contact lens exlusive store to sell their own brand in Taiwan. Within 5 years, they became number two soft contact lense brand in Taiwanese market. In China, Pegavision sells their soft contact lense through internet. Moreover, through the permits acquisition by R&D’s planning, it becomes Pegavision’s bargain chip in ODM/OEM business. In the future, Pegavision can adjust the capacity and ODM/OEM price by using their own brand consumption. Also, by using Pegavision’s exclusive store, they can provide ODM/OEM customers an one stop solution, from manufacture, inventory, logistic, to retail sales channel. This competitive strategy can penetrate current industrial chain effectively, and provide a good study case for the industry.

一、書籍
1. 王京剛，圖解大師麥可波特競爭策略。台北市，達觀出版事業。
2. 許長田，策略管理。台北縣，新文京開發出版。
3. Porter, M.E.（1980）, Competitive Strategy, Free Express, New York.
二、報告
1. 晶碩光學 2015 年公司年報
2. 精華光學 2015 年公司年報
3. 中商情報網，中國隱形眼鏡行業運行與投資分析報告2012-2016年。
三、網路資料
1. ActiveWallSt, Post Earnings Coverage as Cooper Cos Earnings Grows 97%
-https://www.activewallst.com/2016/09/07/post-earnings-coverage-as-cooper-cos-earnings-grows-97/
2. 新竹科學工業園區，台灣潛力品項-隱形眼鏡市場發展分析。
- http://www3.hbmsp.sipa.gov.tw/itri/tw/images/NewsList1030605_02.htm