內視鏡市場發展策略探討

Abstract

為因應全球民眾對於醫療保健意識提高以及人口老年化，許多醫療器材產品紛紛上市銷售。因為選擇的多元化，民眾相對的也會比較產品之間的品牌口碑、功能、實用性、以及價格合理性。而對於新興產品來說，民眾對於此產品會充滿疑問亦即會拿此產品與其他做比較，而當顧客有意願購買並且嘗試使用，這代表此新產品開發市場的可能性。但以醫療器材來說，許多醫師對於醫療器材有品牌忠誠度，對於新興產品打入醫療機構產業市場有相當程度困難度。反之，新興產品可以找尋其他市場，找尋是否有立足點可以獲取利益。以內視鏡為例，新興開發產品無法以切入醫療機構為策略，因為醫生對於品牌忠誠度相對來說較高，新興產品因此須找其他市場做行銷。以獸醫市場及緊急醫療市場，此乃兩個新興市場。而本文以探討此兩個潛在市場去推估潛在銷售額。除此之外，內視鏡也可以以自動體外電擊器成功銷售方式為借鏡做為日後參考。而本文將以不同策略角度去分析新產品內視鏡市場進入策略。

Due to health awareness and aging population, there are more health medical related products on the market. The variety choices of products give customers option to compare products by their brands, functions, usefulness, and prices. But for the newly introducing products, customers are unaware of the existing products or doubting the new products. Once consumers are willing to try using or testing the products, then this means that there is a possibility that the new product can shine out in the market. However, in terms of health medical equipment, hospital users are brand loyal, they will only use certain brand of products. This, however, will hinder the newly introduced products. Thereby, the newly introduced products should target those unsatisfied market segments. In case of endoscope that we are going to discuss in the thesis, it is the case of newly introduced products that are targeting their market not on hospital segments, but on those not yet exposed markets: veterinary and emergency medical service market. These two markets that are not yet satisfied by the current endoscopes, and in this paper we will focus on targeting these two markets, as well as using strategies of the successful medical product-automated external defibrillator to pursue the glory.