隱形矯正產業廠商之經營與發展策略分析-以愛齊科技為例

Abstract

隨著美觀意識崛起，隱形矯正產業逐漸受到市場關注，且預期未來發展良好，而愛齊科技為產業佼佼者，成立至今25年仍佔據領先地位，儘管由兩位不具有矯正專業之MBA學生創辦，卻能得到超過1,200萬名患者的青睞，選擇使用其產品完成矯正。 除了最廣為人知的隱適美隱形矯正器，愛齊科技旗下尚有iTero口腔掃描儀、Vivera維持器和其他消費性清潔或美白產品，打造堅強的生態系，為患者提供一條龍的服務；此外，愛齊科技的商業模式在與矯正醫師和病患間的價值鏈相當特殊，得以確保公司持續的獲利。愛齊科技也擅長於創新擴散、行銷等策略打入市場，這也是其能夠成為首間將隱形矯正商業化經營的企業的原因。 本研究以個案研究法深入探討愛齊科技之經營策略與發展，首先以五力分析和關鍵因素分析來分析隱形矯正產業的發展與現況，觀察全球廠商的競爭以及其對於產業所造成的改變；而產業中龍頭愛齊科技為本研究之標的公司，它成功以創新的產品設計、服務模式與商業模式，震撼齒顎矯正市場，並根據資源與能力分析定位愛齊科技之持續性競爭優勢，也分析其與價值網中其他利害關係人的互惠關係，最後根據分析結果給予結論與建議。

As aesthetic awareness rises, the invisible orthodontic industry has gradually attracted mass attention, and it is expected to prosper in the future. Align Technology has outperformed its competitors in the industry, and it has been in a leading position for 25 years after its establishment. Despite being founded by two MBA students who did not major in orthodontics, Align Technology has still been chosen by more than 12 million patients. In addition to the best-known Invisalign aligners, Align Technology also has iTero oral scanners, Vivera maintainers and other consumer cleaning or whitening products, creating a strong product line. In addition, Align Technology's business model is quite unique in the value chain between orthodontists and patients, which ensures the company's continuous profitability growth. Align Technology is also excellent at innovating diffusion, marketing and other strategies to enter the market, which is why it was the first company to commercialize invisible correction. This research focuses on a case study method to deeply explore the business strategy and development of Align Technology. First, the five forces analysis and the key factor analysis are adopted to analyze the development and current situation of the invisible orthodontic industry, and to observe the competition of global manufacturers and the impact they have on the industry. The industry leader, Align Technology, is the target company of this research. It has successfully influenced the orthodontic market with innovative product design, service model and business model. In this research, its reciprocal relationship with other stakeholders in the value network is also discussed. At the end, conclusions and suggestions are given based on the analysis.