研發導向之骨科醫療器材公司的競爭策略、商業模式與行銷策略分析-以台灣微創醫療器材公司為例

Abstract

全球人口結構逐漸老化，骨科醫療器材需求持續成長，政府亦將生物醫療列為重點發展產業，其重要性與成長性備受矚目，儼然成為驅動下一波經濟成長之重要動能。然而台灣許多醫療器材公司大都是以銷售業務為開端，掌握通路後才開始著重製造，最終才投入研發，其優勢是能快速取得獲利，但風險是缺乏長期之競爭優勢，產品缺乏創新性。對醫療器材公司而言，擁有關鍵競爭優勢以及選擇正確的行銷策略是讓公司能夠長期發展之重要因素。本研究將以台灣微創醫療器材公司為例，深入分析該公司的競爭優勢、核心競爭力、商業模式與行銷策略。本研究發現，卓越的研發能力是個案公司成功的主要關鍵，其競爭優勢在於產品具有創新性，符合波特理論之差異化策略，得以進入利基型市場。在商業模式中，個案公司因具備技術領先與專利保護等競爭優勢，其關鍵合作夥伴與收入來源得以更加多元，包括技術轉移及與國際大廠合資等方式，讓個案公司能掌握更多資源，有利於長期發展。行銷策略上，個案公司採用研發帶動行銷之策略，以創新形象配合行銷活動，逐步取得市場知名度，並與顧客建立長期信賴關係。本研究將深入探討研發導向之個案公司如何取得長期發展優勢，並與文中所提出的理論和觀念相對應，進而獲得一些重要的發現，以做為其他後續研究以及其他研發型公司制定策略時之參考依據。

The demand for orthopedic medical equipment grows as the global population majority shifts towards the elderly. The government has also started to focus on biomedical industry development in recent years. Due to its potential, it has become an important opportunity for the economic growth. However, many Taiwanese medical device companies enter the industry focusing on existing product sales. Investments in manufacturing improvement only happens after a stable distribution channel has been established with R&D coming last. It has the advantage of gaining profits quickly with the tradeoff of losing competitiveness in the long run due to lack of innovation. For medical device companies, maintaining competitive advantage along with the right marketing strategy is the critical to their long-term development. This study will use Wiltrom Co., Ltd. as an example to provide an in-depth analysis of the company's competitive advantages, business models, and marketing strategies. This study finds that strong research and development capability are the keys to the success of Wiltrom. Their innovative products provides competitive advantage to the company. In accordance with Porter’s differentiation strategy to allow them to enter the niche market. On the business mode front, having technology edge and patent protections allow it to have diverse partner portfolios and sources of revenue, including technology transfer and joint ventures with major international companies. This allows Wiltrom to acquire more resources to benefit long-term development. In terms of marketing strategy, Wiltrom adopt the strategy of leading marketing with R&D. They fused marketing campaigns with innovative corporate image to gradually increase market recognition and establish long-term trusting relationships with customers.This study will further explore how a R&D-driven company can achieve long-term development advantages. Along with the arguments and ideas presented in the paper, these findings can be references for follow-up studies in other R&D-based companies.