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| Title: | 助聽器產業之策略行銷分析-以 Colin H.A公司為例
Strategic marketing analysis of hearing aid industry-taking Colin H.A as an example |
| Authors: | 吳麗雲
WU, LI-YUN |
| Contributors: | 巫立宇
吳麗雲
WU, LI-YUN |
| Keywords: | 4C
策略行銷
4C
Framework of strategic marketing analysis |
| Date: | 2021 |
| Issue Date: | 2021-12-01 14:35:00 (UTC+8) |
| Abstract: | Kelin 儀器股份有限公司(以下簡稱Kelin)，成立於西元1986年，是一家華人地區視聽保健設備及服務的最大通路商。係經營眼科儀器、器械等相關產品的代理商，銷售對象為醫院、診所。對銷售客戶致力於專業、精品服務提供，塑造科林專業化、購買無牽掛的形象。在眼科產品銷售，服務得到客戶熱烈的回饋及反映，因而開啟人工電子耳世界前三大品牌的青睞，於1992年取得台灣代理。也因如此，Kelin正式開啟耳科產業的入口，一如以往服務客戶的專注，在1996年取得ISO 9001國際認證。並於2009年成立「Colin H.A國際助聽器股份有限公司」，正式跨入助聽器這門產業。Kelin營銷對象由B to B市場正式跨入B to C 市場。
初期台灣助聽器市場，大都是一般小企業經營，銷售的方式是藥局、經銷商、及少數的合作醫院。消費者知曉的訊息都是由醫院獲得，畢竟取得資料有限。因為購買者並不希望別人知道自己帶助聽器，所以社會大眾對助聽器的知識有限。Colin H.A于1999年進入這產業，代理歐洲第一助聽器集團WDH的助聽器品牌，初期經營的模式，以經銷商為主要通路(類似自願加盟連鎖)，及六間自營門市。到2021年發展的現況為全部自有門市，計八十餘家直營門市，十二家合作的醫學中心，五家直營的維修門市，及十個聽能復健中心，成為全台市占率最大的廠商。
本研究使用邱志聖（2020）4C架構作為分析，了解個案公司從初期的摸索，找尋經營方式，到現在的經營現狀。強調專業且有溫度的服務團隊、完善服務系統及良好的客戶關係。由於對員工的教育訓練、資訊系統、服務流程，及行銷活動等皆投入大量資源，因而提高使用者對產品、對公司的熟悉感及信賴度。藉此增加且強化公司的競爭力及優勢，達到公司永續經營的結果。
Kelin Instrument Co. Ltd. (hereinafter referred to as Kelin), established in 1986, is the largest distributer for audiovisual health care equipment and services in Chinese region. It is a distributor of related products such as ophthalmic devices and instruments covering hospitals and clinics. Dedicated to providing professional and high-quality services to customers, Kelin shapes the image of being professional and guarantees customers of safe purchasing products from the company. In ophthalmic field, its service received enthusiastic feedback from customers, therefore favored by the top three brands in the world of artificial electronic ears and obtained the Taiwan distributionship in 1992. Because of this, Kelin officially opened the door of the ear industry, as it used to focus on serving customers and obtained ISO 9001 nternational certification in 1996. In 2009, " Colin H. A Co., Ltd." was then established and officially entered the hearing aid industry. Kelin`s marketing objects formally stepped in the B to C market from the B to B market.
In the early days, the hearing aid market in Taiwan was mostly operated by small companies, and the sales channels were pharmacies, distributors and cooperative hospitals. Users used to acquire the information of hearing aids only from hospitals but limited. Since users do not want others to know that they are wearing hearing aids, the public has insufficient knowledge about them. Colin H.A entered this industry in 1999 and has ever since become the sole agent of WDH, the Europe`s first hearing aid group. The initial business model was with distributors as the main channel (similar to voluntary franchise chains) and six self-operated stores. By 2021, it has developed
into all its own stores, with more than 80 directly-operated stores, twelve cooperative medical centers, five directly-operated repair centers and ten hearing rehabilitation centers, covering the largest market share in Taiwan.
This article analyze Dr. Chiou Jyh-Shen`s 4C theory as the basis to examine cases from preliminary exploration, trying business practices to current business operation, while accentuating professional and warm-hearted service team, complete services as well as excellent client relationships. Since we make tremendous efforts in employee trainings, information systems, process of services and sales activities, customer familiarity and trust to our company thus increased. In this way, it could enhance the company`s competitiveness and achieve the result of the company`s sustainable operation. |
| Reference: | 中文部分
1.邱志聖(2020)，策略行銷分析：架構與實務應用(五版)，台北：元照
出版
2.Osterwalder， A.， Pigneur， Y.（2012），獲利世代：自己動
手，畫出你的商業模式（尤傳莉譯），臺北市：早安財經文化
英文部分
1.Porter， M.E. (1985). Competitive Advantage; Creating and
Sustaining
Superior Performance. NY: Free Press.
網站部分
1.婦聯聽覺健康社會福利基金會，
https://hh1314.org.tw/
2.台中市聽力師公會
http://taichungaud.blogspot.com/
3. 國家發展委員會
https://www.ndc.gov.tw/
4. 衛生福利部
https://www.mohw.gov.tw/mp-1.html
5.聽語復健資訊站
https://www.hearingtw.org/hearingloss_view.php? title=%E8%81%BD%E6%90%8D-%E8%81%BD%E5%8A%9B%E6%90%8D%E5%A4%B1%E3%80%80%E7%BD%B9%E6%82%A3%E8%80%81%E4%BA%BA%E5%A4%B1%E6%99%BA%E7%97%87%E9%A2%A8%E9%9A%AA%E5%8D%87%E9%AB%98&no=12 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932025 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101711 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 202501.pdf | | 2341Kb | Adobe PDF2 | 0 | View/Open |
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