湯明哲臺灣大學:國際企業學研究所楊雅茹Yang, Ya-JuYa-JuYang2010-05-112018-06-292010-05-112018-06-292009U0001-2007200922440300http://ntur.lib.ntu.edu.tw//handle/246246/182776為因應全球民眾對於醫療保健意識提高以及人口老年化，許多醫療器材產品紛紛上市銷售。因為選擇的多元化，民眾相對的也會比較產品之間的品牌口碑、功能、實用性、以及價格合理性。而對於新興產品來說，民眾對於此產品會充滿疑問亦即會拿此產品與其他做比較，而當顧客有意願購買並且嘗試使用，這代表此新產品開發市場的可能性。但以醫療器材來說，許多醫師對於醫療器材有品牌忠誠度，對於新興產品打入醫療機構產業市場有相當程度困難度。反之，新興產品可以找尋其他市場，找尋是否有立足點可以獲取利益。以內視鏡為例，新興開發產品無法以切入醫療機構為策略，因為醫生對於品牌忠誠度相對來說較高，新興產品因此須找其他市場做行銷。以獸醫市場及緊急醫療市場，此乃兩個新興市場。而本文以探討此兩個潛在市場去推估潛在銷售額。除此之外，內視鏡也可以以自動體外電擊器成功銷售方式為借鏡做為日後參考。而本文將以不同策略角度去分析新產品內視鏡市場進入策略。Due to health awareness and aging population, there are more health medical related products on the market. The variety choices of products give customers option to compare products by their brands, functions, usefulness, and prices. But for the newly introducing products, customers are unaware of the existing products or doubting the new products. Once consumers are willing to try using or testing the products, then this means that there is a possibility that the new product can shine out in the market. However, in terms of health medical equipment, hospital users are brand loyal, they will only use certain brand of products. This, however, will hinder the newly introduced products. Thereby, the newly introduced products should target those unsatisfied market segments.n case of endoscope that we are going to discuss in the thesis, it is the case of newly introduced products that are targeting their market not on hospital segments, but on those not yet exposed markets: veterinary and emergency medical service market. These two markets that are not yetatisfied by the current endoscopes, and in this paper we will focus on targeting these two markets, as well as using strategies of the successful medical product-automated external defibrillator to pursue the glory.謝辭.......................................................I文摘要 ................................................ IIBSTRACT ................................................III一章 緒論 ............................................. 1一節 研究背景與動機 ................................... 1二節 研究目的 ......................................... 4三節 研究方法 ......................................... 4四節 研究流程與架構 ................................... 5二章 文獻探討 ......................................... 7一節 擴散理論 (DIFFUSION OF INNOVATIONS) .............. 7二節 消費者購買行為 .................................. 13三節 競爭策略 ........................................ 15四節 創新產品策略合作方式 ............................ 18三章 內視鏡產業 ...................................... 21一節 內視鏡介紹 ...................................... 21二節 內視鏡市場分析 .................................. 22四章 緊急醫療系統產業分析 ............................ 31一節 緊急醫療產業定義、結構與特性 .................... 31二節 台灣緊急醫療系統產業發展概況 .................... 34三節 美國緊急醫療系統產業發展概況 .................... 38四節 加拿大緊急醫療系統產業發展概況 .................. 42五節 英國緊急醫療系統產業發展概況 .................... 44六節 AED （AUTOMATED EXTERNAL DEFIBRILLATOR）系統介紹 48七節 AED 市場概況 .................................... 51五章 獸醫服務產業分析 ................................ 54一節 獸醫服務產業定義、結構與特性 .................... 54二節 台灣獸醫產業發展概況 ............................ 56四節 加拿大獸醫產業發展概況 .......................... 60五節 英國獸醫產業發展概況 ............................ 61六章 個案研究 ........................................ 63一節 個案介紹 ........................................ 63二節 產品開發概況 .................................... 65三節 市場定位 ........................................ 66四節 內視鏡產業分析機會 .............................. 69五節 產業競爭分析 .................................... 70六節 SUNSCOPE 市場進入策略 ........................... 78七章 結論與建議 ...................................... 83一節 研究結論與建議 .................................. 83究結論 ............................................... 83二節 研究貢獻 ........................................ 86三節 研究限制 ........................................ 86amp;#63851;考文獻 ............................................... 87application/pdf1185547 bytesapplication/pdfen-US內視鏡自動體外電擊器市場獸醫市場緊急醫療市場新興產品endoscopeautomated external defibrillatorveterinary marketemergency medical servicenew productthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182776/1/ntu-98-R96724083-1.pdf