3D列印牙科應用之台灣市場推展研究

Abstract

數位化牙科時代來臨，3D列印牙科應用技術成熟、能為牙科產業帶來巨大效益，如生產製造效能的大幅提升、新興的市場應用機會等。目前台灣市場的牙材設備商（代理商）引入多個3D列表機品牌提供服務，例如美國原廠3D Systems、Stratasy及義大利原廠DWS等，但牙科市場3D列印應用的普及率仍偏低。因此，本研究將從3D列表機代理商的角度出發，研究3D列印牙科應用在台灣市場成功推展的策略，以及3D列印牙科應用價值創造循環系統。 本研究共分為五個部分：第一部分說明研究背景、目的與流程；第二部份說明本研究的相關背景知識，包含對本研究採用分析架構─價值創造循環（VCC，Value Creation Cycle）之理論內容、市場3D列印成型技術類別的整理，以及3D列印在牙科上的應用及效益。第三部分為台灣牙科產業現況的分析，主要為推導出3D列印牙科應用在台灣市場的機會點及困難點，以作為第四部份，3D列印牙科應用市場導入策略及價值創造循環的立論基礎。第五部分總結本研究發現。 本研究首先透過價值創造循環VCC架構對應出產業各利益關係者的互動關係，歸結大型「技工所」與「牙醫院所」為產業新技術導入的主要影響者；而二者又主要受「產業聯盟」影響，因此「聯盟」為帶動牙科產業價值創造循環的關鍵要素。接著，本研究進一步探討3D列印牙科應用的機會與挑戰。本研究歸結3D列印的應用機會主要有二，分別為植牙市場「脫蠟鑄造」牙模的製造；以及齒顎矯正市場上的「隱形矯正」應用。另一方面，基於3D列印應用的特性，牙醫院所及技工所對於3D列印導入的三大疑慮包含「導入資本投入過高」、「缺乏相關技術人才」和「市場前景不明」等。在了解3D列印應用的機會與挑戰後，本研究分析出市場導入3D牙科應用的必要要素，並以價值創造循環架構推導出3D列印牙科應用的推展策略。本研究發現：透過發展「聯盟體系」制定出「產業標準」能帶動「技術發展」和「產品生產」達成產品創新；透過建立「品牌」， 3D列印應用能推展到「通路」及「客戶」環節，帶動市場及技術的變革，達成價值創新與價值創造循環。

In the era of digital dentistry, the development of 3D printing dental applications becomes mature. 3D printing dental application brings great benefit to the market, such as the improvement of manufacturing effectiveness and the new market potentials for dental service. Although there are multiple 3D printer players (3D Systems, Stratasys, DWS…) providing 3D printing dental solutions to Taiwan market, the penetration rate is still far below expectation. Therefore, the study aims to identify the strategies of introducing 3D printing dental application to Taiwan market from distributor’s perspective, and also to verify the “Value Creation Cycle (VCC)” of 3D printing dental applications. The study is divided into five sections: The first sector explains research background, objectives, and research process ; the second part illustrates the relevant background knowledge and theory implemented in the study, including the explanation of theoretical structure applied in the study ─ value creation cycle (VCC, Value Creation Cycle), the categories of 3D printing technology, and the fields at which 3D printing dental applications benefit. The third sector is regarding the analysis of Taiwan dental industry, including the opportunities and difficulties of 3D dental application in Taiwan market. Based on the analysis of the third sector, the fourth part further infers the market entrance strategy and value creation cycle in 3D printing dental application market. Finally, the fifth part summarizes the findings of the study. The study started from analyzing the relationship of each stakeholder in dental industry through applying VCC structure and founded that “labs” and “dentists” have great influence over the introduction of new technologies. Since labs and dentists mainly greatly followed the standards and trend proposed by “industry alliance”, we concluded that “alliance” is the key to initiate value creation cycle in the dental industry. Next, the study further explored the opportunities and the challenges of 3D printing application in Taiwan market. The study found that the main two opportunities of 3D printing application are the manufacturing of “waxes ups” for crown & bridge, and also the “clear alignment” in orthodontics. For “waxes up”, compared with the traditional manufacturing process, 3D printing process greatly reduces the cost and increases the manufacturing efficiency, which brings great benefit to labs. As for orthodontics, the application of clear alignment creates a brilliant market potential for both labs and dentists. However, due to the requirement of compatible software and professional technicians when implementing 3D printers, both labs and dentists have concerns over the introduction of 3D dental application, afraid of “the high capital investment”, “the lack of professional technicians” and also “market uncertainty”. After realizing the opportunities and challenges of 3D dental applications, the study identified the key elements of introducing 3D dental application to Taiwan market and also came up with market entrance and expansion strategy. The study concluded that “the formation of alliance” is the key strategy to the 3D dental applications market entrance and expansion. With the development of an alliance between DKSH and the lab, the “standard” of 3D printing dental application could be set, which would further influence the “technology development” and “product manufacturing”, and creating “product innovations”. Continuing with product innovations, the establishment of “brand” would promote 3D printing dental application to “channels” and “customers” sides, which would bring up market & technology transformation, create value innovation, and lead to value creation cycle.