醫療儀器服務公司:Medi-S創業計畫 / In northern Taiwan region (Taipei city, new Taipei city, Keelung, E-lan, Hualian, TaoYuan, Hsin-Chu), there are 50 hospitals with 60 Magnetic Resonance Imaging (MRI) systems, 200 Computed Tomography (CT) imaging systems, 700 Ultrasounds imagine systems, 250 Flow cytometers and 70 Chemistry analyzers. The manpower required to maintain or repair those instruments is high, and the shortage of manpower is a common problem for medical instrument companies. According to a medical instrument manager, it is estimated 30% shortage on manpower in medical instrument service industry. Manpower shortage will cause engineers long over-time and slow response to customer inquiry. Some clinical labs run 24-hour a day and some instruments, like Computed Tomography (CT) imaging system, is operated in emergency room (ER). The business plan is to provide an alternative manpower resource at a competitive price for medical instrument companies. We will offer major two major services: 1.Installation/Relocation 2.Service Contract service and three value-added services including call center service, customer summary report and parts management service to distinguish us from competitors. The business plan targets to provide service on five medical instruments: Magnetic Resonance Imaging (MRI) system, Computed Tomography (CT) system, Ultrasound imaging system, Flow Cytometer and Chemistry analyzer. Magnetic Resonance Imaging (MRI) system, Computed Tomography (CT) system and Ultrasound imagining system are medical imagining system and used to diagnose cancers or examine internal body organ structures. Flow cytometers and Chemistry instruments are used to analyze body fluid like blood or urine to determine a disease. The founders in this business plan are five experienced engineers with wealth of knowledge and skills on those instruments. The average medical device growth rate from 2005 to 2010 is 5.91% annually, according to Ministry of Economics. We further interview three service managers from leading medical instrument companies; they project the growth rate of their own products are around 10% in average. The future demand for manpower is growing, and Medi-S is a great option for service managers. Service managers in those instrument companies are our primary customers. Medical instrument service is carried out by manufactures; they outsource some heavy-duty works such as installation or relocation to a third party. In terms of our target instruments, we found there is one competitor: E-company in CT product line, they also provide manpower service for GE Taiwan. To avoid competition on price, we will promote our value-added service to attract attentions from customers. The company, Medi-S, in this business plan will be formed after Chinese lunar New Year in 2012. According to financial projection, Medi-S will have a positive net income on the second year.

本研究選取國內七間不同層級的公私立醫院，藉由與院方相關決策人員的深度訪談，以個案研究方法，探討各級醫院對於美容雷射儀器與高階影像醫療儀器之採購決策行為，研究中設定「首次採購新型儀器」與「後續購買改良型儀器」的兩種決策情境，以採購意願、採用規格與採用速度等三大決策面向，分析歸納各級醫院對於高階決策的決策行為與考量因素之異同。 本研究結果發現，醫院權屬與層級及採購儀器本身屬性均會影響決策的採購意願、採用速度及採用規格。醫學中心基於學術研究之需，首次購買新型儀器時，偏好採購儀器創新程度高的機種，且其採用速度較地區醫院快。反觀地區醫院較不會追逐儀器的新穎度，對於「儀器是否符合需求及性價比」的重視程度較「儀器先進與否」來得高，不過當地區醫院鎖定特定醫療項目作為策略目標時，會集中資源採購最先進的儀器，並弱化非核心醫療項目之設備的採購意願。 就各層級醫院採購決策的考量因素而言，儀器預期的財務性效益大多是首要考量，私立醫院較公立醫院更注重之，地區醫院則較醫學中心在意儀器的性價比。此外，貴重儀器之醫療必要性的高低亦造成不同層級醫院的決策差異，儀器本身的技術含量與技術創新速度也可能影響醫院採購的意願。 / There are two purposes of this research. The first purpose is to explore how the ownership of hospitals and the features of devices impact on medical procurement decisions. The second purpose is to investigate the factors affecting innovation adoption of medical devices. Based on the case studies of procurement decision experiences made by seven selected hospitals and medical centers in Taiwan, the study focuses on analyzing the willingness of adoption, adoption time, and the favorable standards in procurement decision of aesthetic devices and medical imaging devices. The findings and conclusions drawn from the study show that the academic level and strategy objective of a hospital are associated with the willingness and adoption time of innovation. Academic medical centers are likely to adopt the innovative device earlier for researching purpose, whereas small-to-middle-sized hospitals would be early adopters of innovative products for strategic purpose. In addition, the features of devices also have substantial impacts upon innovative device adoption. Academic medical centers will be early adopters of the medical devices with significant medical necessity. The degree of technology involved and the length of product life cycle of medical devices will affect the medical procurement decision as well. Besides, the priority of distinct factors affecting medical procurement decisions varies from case to case. However, generally speaking, economic benefit will be the most important concern of both private and public hospitals.

本研究針對「台灣儀器集團」在中國設立的H公司為觀察對象，該公司係中國測量產業中唯一一家較具規模與知名度的台灣公司。台灣儀器集團在進入中國前，台灣的業務範圍僅限於代理國外品牌儀器，並沒有從事製造活動。 H公司以沒有生產能力的背景到中國市場發展，經營的有聲有色。本研究的研究目的為(一)分析該公司在中國市場環境開放程度改變化、B2B市場的變化之下，是否影響H公司策略的採行。(二)中國測量儀器產業的產業概況H公司競爭優勢(三)未來經營方向建議。 透過回顧式縱貫研究法與個案分析法深入分析後，本研究發展出四個命題: 命題一: 台灣廠商在早期(2004年以前)的中國市場，相對於其他國外廠商具有先天的語言與文化優勢，相對於中國廠商具有策略靈活的優勢。 命題二:獨家代理商經營模式，在測量儀器產業已難維持過去的競爭優勢。 命題三:就4C交易成本理論而言，H公司在四個階段所能創造優勢的交易成本不同。隨著市場的激烈競爭、資訊透明，資訊蒐集成本下降，外顯成本從價格面去影響，道德危機成本與專屬資產成本則日益提高。 命題四:短期而言，Place、Price、Promotion可以創造優勢，但長期而言，必須擁有自己的Product，才能維持競爭優勢。 本研究貢獻在於不同的交易成本考量因市場發展階段的不同而異，以及H公司在中國測量儀器產業的關鍵成功因素為自有品質佳的產品，單純的代理商已難以維持優勢。 / In this thesis, we have taken “H Company” in china, established by the founder of “Taiwan instrument Group”, as a study case. Prior to the establishment of “H Company” in china, the business model of “Taiwan instrument Group” was the import of surveying measure into Taiwan, and the sales and services of these instruments, without any investments in the manufacturing of these instruments. Even without manufacturing capability, “H Company” was able to create sufficient competitive advantages to expand the business rapidly in china for some time. The theme of this study is (1) to observe how the strategies developed by “H Company” was influenced by the rapid changes of the B2B market and the other environmental factors in China, (2) to analyze the surveying instrument market in china and the changes of the competitive advantages of “H Company”, (3) to give some suggestions for “H Company” in the future. After analyzing with “Retrospective Longitudinal Approach” and “Case Study Approach”, four research propositions has been indentified: 1.In the early stage, compared to other foreign companies and local companies, Taiwanese companies have the advantages due to similar language and culture compared to foreign companies, while possessing superior marketing and business strategies compared to the local companies. 2.H Company could only maintain the competitive advantages from the model of exclusive distributorship for a limited time period. 3.By using the Transaction Cost Theory, one can explain the different transaction costs to gain the competitive advantages in different stages. As the market matures and becomes more efficient and transparent, competition will intensify, thereby reducing information searching cost, increasing the importance of explicit cost, moral transaction cost, and switching cost. 4.In a short run, competitive advantages due to successful strategies of place, price and promotion can overcome short comings of the product competitiveness, but in the long run, but competitive advantages from the product will be key factor to ensure long term success. The finding of the thesis is that difference transaction costs has to be considered in different competitive stages, and designing/manufacturing one’s own brand of products with good quality in the surveying instrument industry in China will be the next step for “H Company” to grow and evolve from its past business model of distributor.

從西元2000年前後，臺灣電子產業大舉外移至中國大陸與東南亞地區，因此國內製造市場逐漸萎縮，並使得國內生產線規模越來越小，只剩一些研發及政府公務單位。在此環境下，國內的儀器設備廠商如何將在臺灣的商業模式行銷至中國是一個值得探討的問題。本研究將透過個案研究的方式進行分析，同時藉由五力分析、行銷策略4P與4C、SWOT等分析方式，探討S個案公司之商業模式、銷售策略、目標市場定位，提供個案S公司及相關租賃產業行銷大陸之參考。本研究發現及建議如下：(一)系統整合，將租賃的關係更緊密結合，降低缺工及節省檢測成本，租賃方為已經投入的專屬資產所產生的陷入成本越多，將來要移轉會更困難，將有利於維繫雙方的租賃關係。(二)投入市場主流的產品，也就是目標的市場，減少市場中潛在競爭者進入，增加資本投資，提高進入的門檻，如大批採購以提高議價的能力，降低成本的同時，產品就較有競爭力。(三)同時握有系統整合、維修、校驗、技術，將更有效率及競爭力。

本研究旨在探討國內三大電子商務網站之商品展示頁面的版面配置與瀏覽動線之間的關係，藉由眼動追蹤儀器實驗(Eye Movement Tracking)及專家訪談的結果，歸納出最後的結論與建議方向，並作為未來實務界在設計與規劃電子商務網站時的參考依據。 在實驗研究中，共分為兩個階段進行測試，由23位受測者進行觀看，有效樣本20人。實驗一主要是測試三家電子商務網站的商品瀏覽效率。透過實驗找出哪一家的商品版面配置與動線規劃，可以讓使用者在短時間內快速地找到所要的商品以及在找尋商品的過程中，受測者的凝視焦點分佈與凝視停留時間為何。 而實驗二的部份，則是測試商品的版面配置情形。主要是操弄三家網站之不同的商品配置特性，測試不同的商品配置特性對使用者的視覺焦點(Fixation Count)與停留時間(Fixation Time)所產生的變化，試圖瞭解何種商品配置最吸引使用者的目光，讓使用者停留更多的瀏覽時間。 並透過專家訪談法，瞭解業界資深的網頁設計師及網站規劃者他們對於電子商務網站之商品展示頁的版面配置與使用者瀏覽動線的看法與建議，以及在規劃及設計自家電子商務網站時的構思想法，最後將訪談資料以內容分析法予以歸納分析，供業界在執行電子商務網站實務設計時之參考依據。 / This study aims to investigate the relationship between the layout and browsing routes for merchandise display pages on Taiwan’s three major e-commerce websites, as ascertained by results from eye tracking experiments and expert interviews. The study offers some overall conclusions and suggestions which may serve as a reference for future practices in designing and implementing e-commence websites. The experiment was divided into two stages, and included 23 participants whose viewing behavior was recorded; the effective sample pool was 20. The objective of the first test was to examine the merchandise viewing efficacy rendered by these three e-commerce websites. Through this experiment, the website with the merchandise page setup and browsing routes which enabled users to locate their desired merchandise in the shortest time was determined, as well as the samples’ visual fixation distributions and durations. In the second experiment, merchandise page layouts were tested. Different arrangement schemes of merchandise displayed by these same three websites were manipulated to test the effects they have on user eye fixation count and fixation time, in an attempt to understand what type of merchandise display arrangement scheme draws the most attention from viewers and encourages them to spend more viewing time. Expert interviews provided insights and suggestions from skilled web page designers and website builders regarding their perspectives on merchandise display page arrangement and user browsing routes, and in particular, the concepts employed when building their own e-commerce websites. Finally, interview data is introduced and analyzed using content analysis methodology, which may serve as a reference for e-commerce website design practices.

儀器產業在台灣的發展雖已有60年的歷程，但產業經營模式與發展策略相關之研究有限。為探討儀器產業的發展、經營模式與成長策略的關係，本研究首先對儀器產業中四個個案公司，以價值鍊為基礎分析儀器製造/系統整合商、與代理通路兩類的經營模式，整理個案經理人經營經驗與策略思維與儀器產業分析，歸納儀器製造與系統整合商經營成功因素為：在產品線方面–尋求技術合作開發市場性、產業關聯性與民生性之產品，關聯性產品開發以發揮產品與市場行銷綜效；在價值活動–產品品牌 、生產製造、品質控制…等流程鑑別與追溯，模組化產品設計開發平台，專業的售後服務體系；在顧客與市場方面–市場需求掌握以及新產品設計開發的能力。儀器代理通路商的經營成功因素為：在產品線–良好的供應商關係與穩固的代理權，關聯性的產品線代理開發以發揮產品與市場行銷的綜效；在價值活動上–良好的銷售網路、組織行銷能力、客戶關係經營；在顧客與市場–掌握市場趨勢開發新產品線代理機會；以及有效運用與整合內部與外部資源。 其次，在探討儀器廠商經營模式與成長策略發展的關係上，經由對個案經理人的訪談、成長策略的思維邏輯、與成長策略的呈現，歸納出儀器通路代理商的成長模式以尋找外部資源的外部成長模式；而儀器製造與系統整合商以由內部資源投入為基礎，強化或發展其價值活動的內部成長模式為主。 最後，在資源建立與策略形成的關係探討，以Grant(1991)的資源基礎觀點–策略分析架構，結合Porter(1985)的價值鏈分析，對個案在此二者間思考的邏輯與資源運用、以至達到策略形成間的聯結關係進行探討。經由個案公司實務的驗證，儀器經營業者除利用產業興起的有利外在環境成長外，也根據自身擁有的資源、以及依此資源所建立具有競爭優勢的價值活動而發展出成長策略的思考邏輯，符合資源基礎理論所述由內向外做策略規劃的思考邏輯。

根據恐懼管理理論（Terror Management Theory, 1986）人們會適時地管理死亡想法的威脅，故Pyszczynski、Greenberg及Solomon（1999）依據此理論提出了一套雙元歷程模式來解釋人們的防衛方式：近端防衛與遠端防衛。在遠端防衛中文化世界觀尤為重要，在過去的西方研究之中，發現人們常以對自身文化世界觀持正向或偏好的態度，來防衛死亡想法的威脅；然而這樣的現象卻在亞洲研究中難以得到驗證，因此本研究的目的即在於重新檢驗文化世界觀的防衛方式。本研究操弄參與者的死亡想法，並藉由分心作業的方式，使其死亡想法掉入意識邊陲之中，以探究遠端防衛的本質。本研究除了以偏好的評估作為依變項外，且從認知的注意力面向出發，探討文化世界觀與防衛死亡想法之間的關係。本研究設計兩個實驗：實驗一以視覺搜尋作業的派典進行研究，以對自身文化的偏好、正確率與反應時間當作依變項。結果發現當參與者進行遠端防衛時，會對於與自身文化有關的線索，表現出較高的正確率，但在對自身文化的偏好，與反應時間的變項上，未能發現有顯著差異。實驗二以眼動追蹤儀器當作研究工具，並以眼動指標中首次凝視位置的數量，以及凝視時間作為依變項。結果發現當參與者進行遠端防衛時，會對於與自身文化有關的線索，表現出較長的凝視時間，但在首次凝視位置的數量上，亦未能發現有顯著差異。因此，綜合以上兩個實驗，本研究並未能完全支持文化世界觀的遠端防衛效果。 / According to terror management theory (1986), people can manage the threat from death thought. Thus, Pyszczynski, Greenberg, & Solomon (1999) proposed a dual-process model to explain how people defend the death. There are two defense routes: the proximal defense and the distal defense. The culture-worldview is an important function in the distal defense. In the western research, it was found that people were more positive or preferred to self-culture-worldview. However, there are mixed findings in the eastern research. In order to investigate the distal defense mechanism, this study manipulated participants’ death thought, and let the thought drop into the unconscious level via a distracting task. Furthermore, this study examined the relationship between the culture-worldview and the death defense from attentional paradigms. We conducted two experiments. In the first experiment, we adopted the visual search paradigm, and the dependent variables were self-cultural preference, reaction time and the rate of accuracy. We found it was more accurate when participants were asked to search the self-related cultural cue after reminding one’s death comparing to those are not reminding about death. But they were no significant difference in the self-cultural preference and reaction time. In the second experiment, we adopted the eye-tracker as the instrument, and the dependent variables were the index of number of first fixation and the duration of fixations. We found the fixation duration was longer for the self-related cultural cues than for the non-self-related cultural cues when participants being reminded about one’s death. But it was no significant difference in the number of first fixation. So, through these two experiments we found an inconsistent result in the distal defense.