| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 99 === Since Taiwan implemented national health insurance, the advanced medical equipment companies began to enter the Taiwan market, driven by the rise of medical equipment industry. But with the degree of national health insurance payment system limitations and changes, such as: Global Budget, DRG (Diagnosis-Related Group), resulting in market competition. How to be successful business development, the medical equipment suppliers have to think about it and find the solutions. Medical device marketing channel is a very important part , especially , under the environmental situation of the development of innovative products is not easy, as well as NHI price reduction , so the channel strategy to optimize all the more were necessary up. The purpose of this study is to explore the medical equipment business channel business development decision-making factors and decision-making method.
In this study, using the literatures of medical equipment industrial property, business model, channel management, relationship Marketing and the key factors ….etc, to construct a number of dimensions of "the critical factor of medical equipment operation and development ". In addition to conduct expert interviews with some executives of the medical equipment suppliers, access decision factors and decision-making methods into the questionnaire of interview, as well as analyze the correlation between decision factors and decision-making . The results could be a reference of decision making for medical equipment industry.
The findings are as follows: 1. Supplies will based on Company size, financial capacity and lack of core parts to select distributors, the selection of channel pattern will consider the complementary of each other. Some core advantages, as the channel management of resources, can improve market penetration and market share. 2. Financial strategy usually results in considering the growth of the financial strategy or cost control, will affect the choice of channel type. Growth strategy will be direct , cost-control strategies will be authorized . 3. Product professional level will be considered together with the ability of distributors, and distributors of professional competence will affect the extent of authorization from suppliers. 4. Brand awareness and product profitability are channel management resources for suppliers. 5. Distributor professional ability and risk-taking ability have to match product attributes and customer attributes. 6. Suppliers’ resources have to integrate a good channel relationship models to improve efficiency and benefits.
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