在價格受壓制的產業中企業如何提高利潤－以醫療資訊產業為例

Abstract

台灣在1995年3月1日正式實施「全民健康保險」（簡稱全民健保）後，醫療整體費用受到總額給付等政策而得以控制，但以醫院為客戶的醫療資材商，其整體收入也因健保大環境的制約而停滯成長。政府運用公權力將原本自由競爭的醫療市場，改變成單一支付體制，醫院以及相關資材供應業者便在一個受到成長壓抑的市場中競爭。 波特五力分析指出在緩慢成長的產業中，握有大單的買家具有很高的議價能力。對於醫療資材供應商而言，醫院就是那個具有議價能力的買家，因此不難想像這些供應商的獲利能力必定不高。從另一方面來看醫療產業是高度監管且能長期經營的市場，這從國際大廠常年駐足醫療領域可以證明。但要如何突破現狀走向康莊大道，就屬每一個資材供應廠商的功課。 本研究檢視公開資訊觀測站尋得醫療資訊廠商Ａ，並對該企業進行深度訪談，以了解其最近三年毛利跳升的原因。訪談中所得到的零星資訊本研究加以系統化整理，並與五力分析理論及策略理論交互檢驗，除驗證 A企業的策略因果關係也創新地分析出若干理論所不及證明的實務上有效行動。本文嘗試為後續研究打開一條可能且有趣的途徑。

After Taiwan officially implemented "National Health Insurance" ( referred to as "National Health Insurance" ) on March 1, 1995, the overall medical expenditure was controlled. The government transform the medical market from Perfectly Competitive Market into a single payment system, hence hospitals and material suppliers in this market was suppressed by growth. Porter's five-forces model pointed out that in the slow-growing industry, buyers with large orders have high bargaining power. For medical material suppliers, the hospital is the buyer with bargaining power, so it is not difficult to imagine that the profitability of these suppliers must not be high. However, medical care is a highly regulated and long-term market, as evidenced by the fact that international companies have been stationed in the medical field for many years. But how to break through the status quo and go to bright-future is the hard work of each suppliers. This study examines the public information to find the target company A and conducts in-depth interviews with the company to understand the reasons for its jump in gross profit in the last three years. The sporadic information obtained in the interview was systematically organized and interactively tested with the five-forces theory and strategies theory. In addition to verifying the strategic causality of the A company, it also innovatively analyzed practical actions that could not be proved by some theories. This thesis attempts to open a possible and interesting way for subsequent researches.