眼科手術醫療器材市場之後進者策略研析— 以B公司白內障手術儀器部門個案為例

Abstract

全球人口朝向高齡化結構演進，各種慢性病之罹病率增加，其中以白內障罹病率佔第二位。再加上3C產品過度使用，導致近十年來，白內障就診民眾甚至有愈來愈年輕化之趨勢，導致相關醫療的市場需求逐年增加，白內障手術醫材產業持續穩定成長。然而，回顧醫療器材產業及市場相關研究中，有關白內障手術醫材產業研究卻相對稀少，引發研究者希冀多加了解的契機。此外，在與市場領導者市佔率相差相當懸殊的情況下，B公司所採取的後進者策略，讓其在市場中仍然佔有一席之地，更是本研究希望進一步分析此個案之緣由。 本研究之目的大致有三：（一）了解白內障手術醫材產業現有狀況及未來的市場趨勢發展；（二）運用理論架構來分析B公司於產業中的發展策略，並希望藉此探討B公司的產品定位、經營策略及其核心能耐；（三）對於白內障手術儀器之市場經營策略提出可行建議。研究中所採取的是質性研究方法中的次級資料法、個案研究法與深度訪談法，並以B公司為個案研究對象，蒐集該公司及相關產業資訊的次級資料，運用個案研究法進行探究，再加上深度訪談個案相關人員，以獲得更進一步的資訊與洞察。 本研究透過後進者策略與核心能耐的理論視角來進行分析，試圖釐清B公司在市場中的努力及其現存的相對優勢為何。而主要的研究結果顯示：白內障手術儀器市場為寡佔市場，且競爭廠商皆為基礎資源相對雄厚的跨國企業，擁有獨特的核心技術與行銷能力。此外，人力資源在此產業的經營策略確實占有重要角色，後進者能藉由搭便車效應，獲取先進者的人力，進而複製先進者的策略，搶佔剩餘市場。但能否留任有經驗、能對組織有所貢獻的人才、以及組織文化及管理者領導方式，未來將可能是重要的關鍵因素，亦是先進者也是後進者需要鞏固及強化之處。

The world’s population is aging and the incidence of various chronic diseases is increasing, with cataract being the second highest in Taiwan. Nowadays, people spend a lot of time using 3C products, and the rate of cataract visits in the younger group has been steadily increasing over the past decade. An increase in the prevalence of cataract is driving the growth of the cataract surgery devices market. However, a review of the medical device industry and market research shows that there is relatively little research on the cataract surgery devices market, which has led researchers to ask for more insights. In addition, the fact that Company B has adopted a latecomer strategy, which has allowed it to gain a foothold in the market despite a significant difference in market share from the market leader, is the reason why this study wishes to analyze the case further. The objectives of this study are broadly threefold: (1) to understand the current situation and future market trends in the cataract surgery industry; (2) to apply a theoretical framework to analyze Company B’s development strategy in the industry, with a view to exploring Company B’s product positioning, business strategy, and core competencies; and (3) to make feasible recommendations on the market operation strategy for cataract surgery devices. The current study employed qualitative research using secondary data, a case study, and in-depth interviews. Company B was used as the target for this study to collect secondary data on the company and related industry information, and the case study method was used to explore the case along with in-depth interviews to gain further information and insights. The analysis was conducted through the theoretical lens of latecomer strategy and core competencies in an attempt to clarify Company B’s efforts in the market and its existing relative strengths. Key findings revealed that the cataract surgical devices market is oligopolistic, with competitors being multinational companies with relatively strong infrastructural resources, unique core technologies and marketing capabilities. In addition, human resources play an important role in the industry’s business strategy, as latecomers are able to capture the remaining market by replicating the first movers’ strategies through the free-rider effect of acquiring their manpower. However, the ability to retain experienced people who can contribute to the organization, as well as the culture and leadership style of the organization, are likely to be key factors in the future and are areas that both first and second movers need to consolidate and strengthen.