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Author: 林獻昇
HSIEN-SHENG LIN
Thesis Title: 植牙企業創新經營模式及藍海策略之探討 ─ 以傑基公司為例
A Study of Innovative Business Model and Blue Ocean Strategy about Dental Implant Business - A Case Study of Healthy Medical Co.,
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-yi Luor
Committee: 黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2016
Graduation Academic Year: 104
Language: 中文
Pages: 62
Keywords (in Chinese): 經營模式藍海策略人工植牙
Keywords (in other languages): Business model, Blue ocean strategy, Dental implant
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  • 植牙產業雖然相對於其他產業來說較為專業,但是近年來對此需求的民眾越來越多,因此導致投入此治療項目的醫師越來越多。需求面的增加使得相關器材的供給也因此大增,以致越來越多競爭者投入此市場,使得市場越趨激烈。
    在這樣越來越趨近於紅海的市場中,企業要如何開創自己的藍海,保持企業的永續經營,是一個困難的課題。由於在此產業的相關研究不多,因此本研究將採用個案研究法,訪談目前在此產業中的頂尖企業做為個案公司,藉由個案公司的經營模式與藍海策略分析,提出本研究的成果。
    研究結果有以下幾點。第一,在藍海策略方面,其四項行動架構說明如下。1.消除:除去例行業務檢討會、不必要的生日禮物和大尺寸的植體及器械的庫存。2.降低: 降低參加展示會的次數、降低制式化的員工外部訓練和業務代表應該專職於業務推廣,避當送貨員。3.提升:向上管理-向原廠爭取市場行銷預算和爭取植體及手術工具專為東方人設計的Size。4.創造:關注新趨勢並投入科技研發與品牌價值提升。
    第二、個案公司整體策略:1.創新行銷策略:成立讀書會、舉辦國際學術交流等方式,提昇產品學術地位。2.降低進入植牙領域之成本策略。3.提升員工薪資:個案公司提供比同業多30%的薪資酬勞來留住關鍵員工。4.公司內部創業機制。5.年度採購價格議定。


    Relative to other industries, implant industry is more professional. In recent years, people’s demands increase, thus more and more dentist invest in this treatment. The increase in demand causes the increase in supply of related equipment, which lead more competitors into this market and create keen competition.
    How companies could create their own blue ocean market under the red ocean and maintain business continuity? Since there is only a little research on this topic, this study will interview currently top company in this industry by using case study and bring up the company's business model and Blue Ocean Strategy analysis.
    The results are as follows. First, in the Blue Ocean strategy, its four action frameworks are described below. 1. Eliminate: remove stock explants routine business review, unnecessary birthday gifts and the stock of large size equipment. 2. Reduce: reduce the number of participating in the exhibition, reducing external staff training and business sales regularization should be full-time in business promotion, and avoid being a the deliveryman. 3. Improvement: Up Management – strive for marketing budget, original explant and surgical tools designed specifically for the Asian Size. 4. Creation: focus on new trends and investment in R & D and brand value increasing.
    Second, the case the company's overall strategy: 1.an innovative marketing strategy: the establishment of reading clubs and cross-border exchanges to enhance the academic status of the product. 2. Reduce the cost of entering the field of implant strategy. 3. Lift staff salaries: provide 30% more than the same industry salary compensation to retain key employees. 4. The company's internal business innovation. 5. Annual purchase contract strategy.

    論文摘要 I ABSTRACT II 致 謝 III 目 錄 IV 圖目錄 V 表目錄 VI 第一章、緒論 1 第一節、研究背景與動機 1 第二節、研究目的 2 第三節、研究流程 3 第二章、文獻探討 4 第一節、經營模式 4 第二節、藍海策略 13 第三章、研究方法 17 第一節、質性研究與個案研究 17 第二節、研究架構 20 第三節、資料蒐集與訪談問題 21 第四章、個案公司策略探討 23 第一節、個案公司介紹 23 第二節、個案公司創新經營模式分析 28 第三節、個案公司藍海策略分析 38 第五章、結論與建議 46 第一節、研究結論 46 第二節、未來研究建議 51 參考文獻 52 英文文獻 52 中文文獻 53

    英文文獻
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    中文文獻
    1. 方至民2000,企業競爭優勢,台北,前程企管。
    2. Kim & Mauborgne著,黃秀媛譯(2005),藍海策略,天下遠見出版股份有限公司。
    3. 陳萬淇(1995),個案研究法,台北,華泰書局。
    4. 葉重新(2001),教育研究法,台北市,心理出版社。

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