用於MRI設備液氦之行銷分析-以聯華氣體為例

Abstract

特殊氣體產業對於工業發展之影響如同血液對人體的重要性，是電子科技發展上不可或缺的元素，而隨著產業結構、環境、社會風氣及文化的轉變，過去主要應用在重工業的資源也開始應用於輕型工業上，以液(態)氦來說用途甚廣，從工業級的製造廠到特殊處理工作室，皆能看到其身影，特別是運用在醫療產業上，以核磁共振成像(MRI)為例，液氦是其重要媒介，若沒有液氦則無法顯影。 在現在的社會中，人們看待健康以及生命的想法隨著壽命的延長而越來越重視，因此發展先進的醫療設備是為了能執行各種精密檢查找出疾病以利治療，而近年來，各家醫院大肆添購大型醫療儀器設備如MRI，主要是透過影像檢查找出人體臟器中潛在的問題，可以提供醫生更加了解病人的狀況，並且對症治療。 為了解特殊氣體產業之策略應用，選擇了液氦這個特殊氣體產品作為研究對象，並以供應液氦的大型氣體供應商-聯華氣體(Linde LienHwa)為例，根據此個案之企業行為來分析其行銷活動及策略以作為特殊氣體產業公司之未來參考。本研究將針對液氦整體環境、市場策略及定位，以及五力分析來判讀聯華氣體企業的狀況，並且再以競爭策略分析以及核心競爭力來確認聯華氣體的核心競爭力，並且了解本身的競爭策略，再加上顧客行為模式來做整理，最後將針對個案公司提出未來經營策略以及行動方針之建議，希冀為台灣產業能開拓出新局面，提升永續經營之能力。

The influence of the special gas industry on industrial development is as crucial as the blood to the human body. It is an indispensable component in the development of electronic technology. With the changes in industry structure, environment, social atmosphere and culture, the resources mainly used in heavy industry from the past are also applied in light duty industry. Liquid helium has a wide variety of usage. It can be seen from industrial-grade manufacturing plants to specialized processing studios, especially in the medical industry. Magnetic Resonance Imaging (MRI) as an example, liquid helium is its most essential medium, which cannot be developed without liquid helium. In our society today, people value health much more importantly as our life span extended. Therefore, MRI has become the equipment that various hospitals will purchase. Not only assisting doctors to understand the status of patients, but also for those who want to have an annual health check. They can also use the MRI to confirm their physical condition. However, MRI uses superconductors to create an effective magnetic field to operate, and the production of superconductors must use liquid helium. Each MRI has liquid helium covered within the machine, so the image can be developed and demonstrate its full capacity. In order to understand the strategic application of the special gas industry, liquid helium, a specialized gas product, was selected as the research object. Linde LienHwa, a large gas supplier that supplies liquid helium, was used as an example to analysis its business behavior. Marketing activities and strategies are used as future references for special gas industry companies. This study will interpret the status of Linde LienHwa Gas Enterprises based on the overall circumstances, market strategies and positioning of liquid helium, and the Porter five forces analysis, as well as the competitive strategy analysis to confirm the core competitiveness of Linde LienHwa, and to understand its own competitive strategy, combined with the customer’s behavior model, and to propose the company’s future business strategy with action guidelines, hoping to open up a new frontier of Taiwan’s industry and to enhance its ability to operate sustainably.