| Summary: | 碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 102 === Abstract
In recent years, the development trend of the medical equipment industry is significant, The authorities actively promoted the biotech medical equipment, set the resource integration platform,and made a cross-sectorial coordination in order to construct a better environment for industrial development. The implementation of National Health Insurance (NHI) and the increase of national income accelerated the needs of medical market.However, the consumer consciousness and the development of internet age resulted in the great challenge for medical equipment manufacturers to face the transformation of market and management strategies.
This study aimed to investigate the current products which are actively developed and the key factors of future success for medical industry,including the exploration of the distribution channel management of medical equipment industry. Through the enterprise’s channel strategies,the researcher aimed to understand how to create value from the channels and promote the exchange of products. Besides, the enterprises coordinated the supply and demand to offer more choices for the consumers. Lastly, the study aimed to analyze the consuming behavior in the market and understand consumers decision –making from their shopping habits, preference and various choices
This study adopted the case study analysis.In consideration of the medical industry transformation, the implement of National Health Insurance (NHI), the distributors’ channels and product competition, and the management among consumer, the case distributor concluded the major problems from interior and exterior environments. Through the interview with higher-ranking managers, the researcher aimed to under-stand the company’s decision-making factors.
The case company framed the goals of their future channel management strategies in consideration of the strength and weakness of the interior and the threat from the exterior environment. The results were as follow. They are the diversification of products, the professional employee training,expansion of working capital financing strategy, the alliance of marketing channel management, the reposition of customers’ relations, and the integration of upstream and downstream companies. Above all , the goal is to enhance the management performance and their competitiveness. The scales of domestic medical markets were small, and many companies belong to small and medium sized business. Based on results, the researcher trys to change the predicament of the case company, and help the company to achieve the goal of sustainable development.
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