隱形牙套市場後進者策略之個案研究

Abstract

因許多人擁有齒列不正的問題且現今較為注重牙齒的美觀，因此矯正需求日漸上升。除原有的傳統矯正外，隱形矯正也因技術進步問世，隱形牙套在矯正期間能達到美觀的效果，造成越來越多人開始選擇配戴隱形牙套，除原本的研發者I牌外，在I牌隱形牙套專利過期後，開始有越來越多隱形牙套製造商選擇進入市場，其中最具特色的製造商為Z牌且其得以在市場龍頭底下存活。本研究以單一個案分析並根據文獻探討及次級資料蒐集、對Z牌內部人員進行深度訪談，以此得知Z牌的資源活動、進入市場的方式及策略突圍，本研究顯示Z牌採取破壞式創新的方式進入市場，並在站穩腳步後，逐漸朝更大的市場邁進。除此之外，研究者也對 Z牌的Google評論進行主題分析、深度訪談牙醫師並加以編碼整理，以此了解市場對於Z牌破壞市場接受度。由於隱形牙套市場上的其他競爭者無法穩定成長，Z牌的主要競爭對手為 I牌，因此研究者根據動態競爭的架構比較兩者的動態競爭行為，以此得知兩者間的攻擊及回應並了解結果的好壞。根據本研究的分析結果，研究者於最後整理出結論提出Z牌能和I牌競爭並存活的要素，並為Z牌提供後續於市場中的策略建議。Due to the prevalence of malocclusion and growing emphasis on dental aesthetics nowadays, the demand for braces have risen. In addition to traditional braces, invisible braces also appear because of the advancement of technology. During the treatment, invisible braces are more aesthetic; therefore, more and more people choose to wear them. Since the patents of invisible braces held by I brand had expired, more invisible braces manufacturers entered the markets. Among the manufacturers, Z brand is the most unique and it exists under the market leader.This research adopts case study approach with literature review, secondary data collection, and in-depth interviews with personnel of Z brand to know about its resources, activities, market entry strategy and strategic transformation. According to this research, Z brand entered the market through disruptive innovation and gradually expanded to larger target markets. Furthermore, the researcher conducted thematic analysis of Google reviews for Z brand and the interviews with dentist to clarify the acceptance of the market.Given the instability of other competitors in the market, the main competitor of Z brand is I brand. This research introduces dynamic competition framework to compare the competitive behaviors of them. This analysis sheds light on their strategies of attacks and responses and the outcomes of the competitions. Based on these analyses, the research concludes by outlining the factors enabling Z brand to compete with I brand, why Z brand exists. Therefore, this research would provide strategic recommendations for continued success of Z brand.