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Author: 陳國榮
Kuo-Jung Chen
Thesis Title: 老幹新枝-醫療產品代理商稚庭公司開疆闢土之路
An Old Trunk with New Branches—a Business Development Path of Medical Device Distributor: Revo Laser Corporation.
Advisor: 王孔政
Kung-Jeng Wang
Committee: 歐陽超
Chao Ou-Yang
楊朝龍
Chao-Lung Yang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2017
Graduation Academic Year: 105
Language: 中文
Pages: 48
Keywords (in Chinese): 企業成長策略敏捷組織商業模式
Keywords (in other languages): Business growth strategy, Agile organization, Business model
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  • 用於人類疾病治療的醫療設備隨著科技進步不斷推陳出新,如何將最新的醫療設備及技術引進台灣市場,提升疾病治療的技術與水準,十分重要。本研究之個案公司(稚庭) 作為國內醫療器材代理商,在穩定銷售的市場中,尋找並取得新的代理產品。惟面臨越來越擴大的產品線,卻沒有為公司帶來更高的營收及成長之困境。本論文透過質性研究方法與教學個案的寫作形式,藉由個案公司故事,探討企業成長策略、敏捷組織、商業模式等議題。本論文包含個案內容和教師指引手冊兩部分。本研究藉由相關管理理論,應證新產品專業知識的建立方式,不同性質產品在相同業務團隊之融合,組織之變革,業務團隊編制之調整,以及醫療產品代理商之商業模式。


    Medical equipment for treating human illnesses has been innovating with the improving technology. It is important to introduce the latest medical equipment and techniques into Taiwan to improve the ways of curing illnesses. In this case study, our case, Revo Laser Corporation which is a medical equipment distributor, hopes to find and represent more products under a stable market. However with the growing product line, the growth and sales of the company has not come true. In this paper, we discuss the topic of business growth strategy, agile organization, and business model by looking into our case’s story. This paper is composed of two parts, case story and professor guide. This study used associated theory to prove the way of learning professional knowledge on new products, fusion of different natures of product within the same business team, team adjustment, and the business model of a medical equipment distributor.

    目錄 摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VII 壹、個案本文 1 1.1 序場–業績再起 1 1.2 醫療器材代理商產業介紹 1 1.3 母公司-韶田公司 10 1.4 順勢成長 12 1.5 再跨領域 16 1.6 產品線擴大後的迷思 19 1.7 舒適圈中仍有挑戰 – 後有追兵 20 1.8 固守城池或開疆闢土-新市場拓展的抉擇 24 1.9 單行道還是交叉線-不同性質商品、科別的融合 25 1.10 助力還是阻力? 27 附錄 稚庭公司主要銷售產品資料………………………………………… 29 二、 個案教學指引 31 2.1 個案總覽 31 2.2 教學目標與適用課程 32 2.3 學生課前準備及討論問題 33 2.4 個案背景 33 2.5 個案分析 35 2.6 教學建議 44 2.7 板書規劃 45 參考文獻 46 一、 中文參考文獻 46 二、 英文參考文獻 46

    一、 中文參考文獻
    尤傳莉 (2012) 獲利世代: 自己動手, 畫出你的商業模式. 原作者: Alexander, O et al.,). 台北市: 早安財經文化有限公司.(原著出版年: 2010 年).
    企業成長策略與擴展方式(2017)。取自Ansoff Matrix http://futurewen.pixnet.net/blog/post/
    西藥、醫療器材、含藥化粧品許可證查詢(2017)。取自http://www.fda.gov.tw/MLMS/(S(d0zecfarzi1c0qnn1zxeou45))/H0001.aspx
    李昱墨 (2011) 網絡關係, 組織敏捷性與組織績效之關係研究-以台灣平板玻璃產業為例. 交通大學經營管理研究所學位論文, 1-75.
    汪萱蕙 (2016) 醫療器材及設備製造業基本資料。台灣經濟研究院產經資料庫
    汪萱蕙 (2016) 醫療器材及設備製造業景氣動態報告。台灣經濟研究院產經資料庫
    衛生福利部食品藥物管理署 (2017)。取自http://www.fda.gov.tw/TC/index.aspx
    二、 英文參考文獻
    Ansoff, H. I. (1965). Corporate strategy: business policy for growth and expansion. New York, MO: McGraw-Hill.
    Ansoff, H. I. (1980). Strategic issue management. Strategic management journal, 1(2), 131-148.
    Ansoff, H. I., & McDonnell, E. J. (1988). The new corporate strategy. New York, MO: John Wiley & Sons Inc.
    Atkinson, S. R., & Moffat, J. (2005). The agile organization. CCRP Publication Series.
    Atkinson, S. R., & Moffat, J. (2005). The agile organization: From informal networks to complex effects and agility. ASSISTANT SECRETARY OF DEFENSE (C3I/COMMAND CONTROL RESEARCH PROGRAM) WASHINGTON DC.
    Bennett, A. R. (1994). Business planning: can the health service move from strategy into action?. Journal of management in medicine, 8(2), 24-33.
    Hopp, W., & Spearman, M. (1996). Factory physics: foundations of factory management. Chicago, MO: Irwin.
    Kisperska-Moron, D., & Swierczek, A. (2009). The agile capabilities of Polish companies in the supply chain: An empirical study. International Journal of Production Economics, 118(1), 217-224.
    Lee, H. B., Kim, J. W., & Park, S. J. (1999). KWM: Knowledge-based workflow model for agile organization. Journal of Intelligent Information Systems, 13(3), 261-278.
    LISA Laser USA (2017). Retrieved from: http://www.lisalaserusa.com/products/
    McDonald, M. (1996). Marketing Planning. New York, MO: John Wiley & Sons Inc.
    Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. New York, MO: John Wiley & Sons Inc.
    Osterwalder, A., & Pigneur, Y. (2011). Aligning profit and purpose through business model innovation. Responsible management practices for the 21st century, 61-75.
    Osterwalder, A., Pigneur, Y., & Smith, A. (2010). Business Model Generation. Self Published. ISBN 978-2-8399-0580-0.
    Shaw, S. (2016). Airline marketing and management. England London, MO: Routledge.

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