新創醫材便攜式製氧機台灣市場行銷策略-以F公司為例

Abstract

創新醫材便攜式製氧機進入台灣市場前期必須規畫的產品設計規格/市場定位/行銷策略等關鍵問題，也必須對目前市場尋找新的商業模式及公司發展策略。本論文將以F公司為個案研究對象，從呼吸系統與氧氣治療的介紹開始，接著介紹製氧機的上中下游產業鏈，並說明COVID-19未來對製氧機發展的影響，針對台灣及全球製氧機市場的介紹，再說明F公司的背景及進入台灣市場的原因，進入台灣製氧機市場的客戶痛點及公司的核心價值，進一步說明台灣製氧機在目前的市場環境下所必須面對的衝擊與挑戰，並且分析F公司日後可行的的行銷策略及可能面對的各方面挑戰，希望本研究能夠幫助日後有興趣進入台灣製氧機市場的廠商提供多面向的實質建議。透過本研究的解析可以從患者/設備/市場等多面向，讓讀者更快速的可以掌握進入市場的重點，如何利用策略上的運用提升公司形象、市場差異化區隔，結合關鍵合作夥伴，強化產品競爭實力，更加可以達成企業內部例的提升及行銷能力的拓展，企業最重要的工作之一就是不斷的針對商業模式檢討並不斷演化。市場的情況肯定不斷變化企業也必須不斷的調整策略，企業必須掌握本獨特的核心價值，在瞬息萬變的商業環境中不斷的修正及成長，最後才不會淪落成被淘汰的悲慘結果。本研究從既有研究及文獻當中整理出(1) SWOT分析、(2) PORTER五力分析、(3) 商業模式、(4) PSM價格敏感度分析等要素作為商業模式之依據。 關鍵詞：製氧機、新創醫材、醫材商業模式、呼吸系統與氧氣治療

Key issues such as product design specifications/market positioning/marketing strategies must be planned in the early stage of the entry of innovative medical device, portable oxygen generators, into the Taiwan market, and new business models and company development strategies must also be established for the current market. This paper will take F company as the case study object, start with the introduction of respiratory system and oxygen therapy, then introduce the industrial chain of oxygen generators, and explain the impact of COVID-19 on the development of oxygen generators in the future. With the introduction of the global oxygen concentrator market, the background of F company, the reason for entering the market, the pain points of customers entering the Taiwan oxygen concentrator market and the company's core value will be explained, and further clarify the impact and challenges that Taiwan's oxygen concentrator must face in the current market environment and analyze the feasible marketing strategies and challenges that Company F may face in the future. It is hoped that this research can help manufacturers who are interested in entering the Taiwan oxygen concentrator market in the future to provide multi-faceted substantive advice. Through the analysis of this research, from the patient/equipment/market, etc., readers can quickly grasp the key points of entering the market, on how to use the strategic application to enhance the company's image, differentiate the market, and combine key partners to strengthen the competitiveness of products while also achieve improvements on internal cases of the enterprise and the expansion of marketing capabilities. One of the most important tasks of the enterprise is to constantly review and evolve its business model. The market is constantly changing, and companies must adjust their strategies accordingly. Companies must master their unique core values, and constantly revise and grow in the ever-changing business environment, to avoid the tragic result of being eliminated. This study sorted out (1) SWOT analysis, (2) PORTER five forces analysis, (3) business model, (4) PSM price sensitivity analysis and other elements from the existing research and literature as the basis for the business model. Keywords: Oxygen concertrator, New medical material, Medical business model, Respiratory and oxygen therapy.