| Summary: | 碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA泰國專班 === 105 === Thailands medical imaging market is the largest in ASEAN (Association of Southeast Asian Nations), accounting for about 27% of the total market share of the medical image market in Southeast Asia, however the market relative to other countries of southeast Asian nations is more mature and closed, showing it is an oligopolistic market, owing to the brand loyalty is very high, the barrier for the new entrants and new products to enter is also high.
The purpose of this study is to explore the nine elements of the business model of the medical image market in Thailand through the theory of business models proposed by Osterwalder and Pigneur in its Business Model Generation book and to use the qualitative research of in-depth interviews to identify and validate a new business model for Thailand medical imaging market.
The study was conducted through the nine dimensions of business model to design the questionnaires, through interviews with experts in different functions, included medical operators, key opinion leaders, distributors, competitors, principle suppliers and purchasers. By using one on one interview to share the medical imaging industry business model, expertise and experience.
The results of the study shows that brand awareness and product performance in Thailand is the most important factor, new entrants must go through a long time to establish demonstration sites, market education and regular demonstration / validation to get the recognition of key opinion leaders on the brand and product performance. In addition, there is a big gap between Thailands second-tier cities and Bangkok City on the medical facilities, we may establish the user reference experience and brand awareness from the second-tier cities in the market. In the revenue stream, the existing international suppliers possess a complete and diverse product line to support the local team operations and marketing, for new entrants generally lack of product lines, need to outsource a lot of original suppliers as a strategic partner to make up product lines and increase revenue stream. Finally, in the key resources and key activities must be strengthen in investing product maintenance and after-sales service, so that customers has no worry, also it is important to keep regular interaction with customers, support the hospital education and training, workshop to establish long-term and stable positive relationships.
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