國維牙醫在大陸地區發展戰略研究

Abstract

隨著中國大陸經濟的不斷發展，人們生活品質的提高，越來越多的人開始關注口腔醫療健康。但是由於受“牙病不是病”錯誤思想的引導，加上經濟、文化等方面因素的影響，我國內地口腔醫療行業長期在低層次的狀態下緩慢發展，整個產業鏈發展水準偏低。國維聯合科技股份有限公司（以下簡稱國維牙醫）作為臺灣最大的牙醫連鎖集團，在臺灣本土已經享有盛譽，進入大陸市場後，希望不僅能夠為大陸口腔醫療行業帶來先進的治療技術，其在臺灣的發展經驗也必然會為大陸口腔醫療行業的發展完善提供很好的借鑒。 2009年，國維牙醫為了拓展市場，建立更加國際化的體系，通過投資仁維(上海)企業管理諮詢有限公司，正式進入了大陸市場，作為一個在台灣發展成功的口腔連鎖企業，國維牙醫擁有比較成熟的經營模式，但是在大陸的發展狀況卻沒有計劃預想中的順利。顯然，要想將其在臺灣的成功移植到大陸市場，單純的經營模式的複製顯然是不行的，需要根據大陸市場的具體特點和市場規律進行相應的調整，並設計針對性的戰略規劃。本文借鑒了大量連鎖經營企業的成功經驗，在對口腔醫療行業特點和發展趨勢分析的基礎上，對國維牙醫連鎖在大陸市場的發展戰略做出了分析。具體來說，本文從客戶定位與市場分析、品牌定位與企業文化、盈利模式、經營戰略以及戰略實施保障等多個角度對國維的大陸市場發展戰略提出了自身的見解。 論文通過對國維在臺灣的成功發展經驗的總結，具體化地闡述了其發展歷程，分析了其能夠從一個天母忠誠路邊的小診所成長為臺灣口腔醫療行業知名企業的原因。作為大型連鎖口腔醫療服務企業，國維牙醫的獨特優勢使其有著國際化發展潛力。本文通過對其經營模式、核心競爭力、以及發展瓶頸的分析，深入探討了國維牙醫連鎖的發展狀況，並且對其在大陸市場的發展潛力進行了積極的預期。 在相關研究資料較少的情況下，筆者希望通過本文對國維牙醫連鎖的大陸發展計畫有所幫助，並能為相關企業提供借鑒。

With the development of economy and improvement of living standard, people have paid more attention to their oral health. However, due to the wrong concept of 'toothache is not a disease' and the impact of economy, culture and other factors, China's mainland oral health care industry developed very slowly and inefficiently for a long period. As the largest dental chains in Taiwan, Dr.Wells has already been well-known among Taiwanese. If Dr.Wells could enter the mainland market, it could not only bring advanced technique, but also its rich experience that we can draw on. In 2009, Dr.Wells entered the mainland industry via the investment to RenWei for the sake of expanding market and establishing a more international system. As a successful dental chain, Dr.Wells has a relatively mature business model, but it’s development in mainland China didn’t go on that smoothly as expected. As a successful oral chain enterprise, how to transplant its success in Taiwan to the mainland, is clearly not a simple copy of the business model. It needs to be adjusted accordingly based on the specific characteristics of the mainland market and its market discipline, and to design targeted strategic planning. Specifically, this thesis will view on customer orientation and market analysis, brand positioning, corporate culture, profit model, business strategy, and the implementation of the strategy support, in order to point out personal viewpoint. And on the base of the analysis of the traits and trends of dental industry, this paper analyses the development strategy of Dr.Wells in mainland. Then this paper elaborates the developing history of Dr.Wells which grew from a small dental clinic to a large-scale chain enterprise. As a service-typed company, Dr.Wells has a tremendous development potential. This paper analyses the management model, core competiveness, development dilemmas and makes a positive anticipation of the market expansion of Dr.Wells. Taking the comparatively less relevant research data into consideration, I want this thesis will help Dr.Wells on their development plan in mainland, and can provide a reference for other companies