進入中國大陸口腔健康醫療市場之策略規劃

Abstract

這篇論文的目的在描述以台灣既有的資源前進中國大陸口腔醫療健康市場的策略規劃。 大部分國家的經濟發展都遵循一個固定的軌跡 : 公共基礎建設帶動國家經濟起飛，提高人民在食、衣、住、行等消費市場的蓬勃發展，然後才出現對娛樂生活、子女教育、醫療照護的需求。本論文先從台灣1965年開始至今走過的發展軌跡，推論中國大陸的經濟與醫療市場的必然發展趨勢。再以實際民間與官方的統計數據，分析大陸各階層消費人口在市場上的分布狀況，國家整體醫療衛生資源的分配情形，醫療體系的過去與現在，並比較城市及農村的差異，以及醫療保險制度的內容沿與覆蓋情形。在與台灣的醫療產業進行比較之後，本論文認為中國大陸現在的醫療市場供應不足，但未來的潛力爆發力十足。 本論文特別針對口腔醫療健康產業進行深入探討，將口腔醫療健康產業生態系分成醫療、教育、供應鏈、日常衛生用品等四大區塊，對每一區塊之內容與彼此之間的關係加以詳細描述；另外也提出支撐口腔健康醫療的五大支柱(安全、精準、服務、效率、成本)，並對於每一支柱進行深入的分析與闡述。依照分析結果，本論文彙整出中國大陸口腔醫療市場目前所面臨的幾項重大問題，並將解決之建議作為台灣業者進入中國市場之契機。在最後一章，本論文訂定「建立華人世界品牌、口碑、規模第一的口腔醫療健康企業」作為進軍中國大陸市場的終極目標，以「建立完整的口腔醫療健康產業的生態系統」作為方向指南，以引進台灣專業醫療團隊與軟硬體建置作為第一步(短期目標)；以招募在地醫師並提供教育訓練擴充關鍵人才數目，以結合大陸現有的醫療教育與供應鏈為手段，成立口腔專科醫院，擴大營運規模(中期目標)；最後複製此一模式到中國人口達300萬以上之城市，有計畫地擴張到全中國市場，達成終極目標。 為了盡可能提高此一計畫的存活率，本論文預先設想登陸中國大陸可能遭遇的困難以及因應之道，並規劃安全的退場機制。這個計畫可以讓大陸病患享受更高品質的口腔醫療服務，幫助前途茫茫的在大陸台籍牙醫師獲得更好的學習與工作機會，引導台灣即將過剩的口腔醫療資源進入資源尚未滿足的大陸市場，讓台灣資深的牙醫專業人員將數十年累積的知識、技術與經驗傳承給更多的後進，提供具有發展前景的投資標的給大陸的投資人，並帶動大陸口腔衛生醫療相關產業的發展，應該是一個可以讓多方獲得好處的計畫。

The aim of this thesis is to depict the strategies of penetrating the oral medical and healthcare market in China with the current resources from Taiwan. The economic development in most countries follows a certain pattern—public infrastructural constructions precede economic growth in general goods consumptions, which in turn is followed by demands in entertainment, education, and healthcare. Reviewing the track of economic development in Taiwan from 1963 to the present, this thesis predicts the trend of development of economy and healthcare markets in China. Based upon statistics from the Chinese government and private institutes, this thesis analyses the customer segmentation, the distribution of the healthcare resources, the past and current status of the medical system, the differences between urban and rural areas, and the content and coverage of the national insurance system in the China society. Comparing what has happened in Taiwan, this thesis concludes that the healthcare market in China possesses explosive potentials in the future, despite the significant retardation in the current situation. This thesis particularly delves deeply into the oral medical and healthcare industry, which is categorized into four segments: medicine, education, medical supply chain, and daily hygiene products. Each segment and the relationship among them are also described. Five pillars that support the healthcare industry—safety, precision, service quality, efficiency, and cost, are also highlighted and emphasized. Based upon the aforementioned analysis, this thesis pinpoints several critical and unsolved issues in oral medical and healthcare industry that the China society is facing at present. These issues will also serve as opportunities for related industries in Taiwan to enter the China market. The ultimate goal of implementing this project is to become a top-notch institution in oral medical and healthcare industry in the global Chinese community. The tactic guideline is to build a comprehensive ecosystem in the oral medical and healthcare industry. The short-term objective is to organize a professional team from Taiwan and bring the team across the Strait of Taiwan and set up a Taiwanese-style dental clinic in Beijing. This dental clinic will provide high quality dental services to the local high-end customers and to serve as a demonstration center for potential investors. The mid-term objective is to recruit local dentists and provide them with sufficient trainings in order to expand the service team. Official cooperative alliance will be formed with a qualified local dental school in order to build a specialized dental hospital. Supply chain companies will also be involved with suitable financial strategies in order to enlarge the scale and scope in the oral medical and healthcare ecosystem. In the long run, this business model will be copied and pasted to other Chinese cities that have a population over three million. With this expansion strategy, the ultimate goal will thus be achieved. This thesis also envisions possible obstacles that may emerge during the process of landing the China market. To increase the survival rate of this project to the most, solutions to removing the obstacles are proposed, and a retreat plan is also plotted ahead. If this strategic project is appropriately implemented, the following benefits can be foreseen. First, patients in China will enjoy better quality of oral healthcare. Second, those Taiwanese dental students in China may have better chances to learn dental skills, to plan for a more promising career and thus to improve their life quality. Third, the saturating dental human resources in Taiwan can be allocated to the China market that is far short of dental professions. Fourth, for senior dentists in Taiwan, China will offer a platform where they can pass on valuable knowledge and experiences to the younger generation of Chinese dental professionals. Finally, this project provides a good target of investment for the Chinese investors, which in turn will serve as the engine to propel related industries into further development. It is thus a beneficial project to all parties that are involved.