치과 의료기기 유통기업의 규모별 창업 및 성장 전략 - 통합적 모델 연구

Abstract

This study aims to suggest insight to the medical equipment distribution business based on the previous study which studied medical market characteristic, affected by government policy in a macro perspective and it consider business size as a variable to find out survival strategy for the small size business holder. General consumption goods market is provided enough study materials such as ‘Customer psychology and customer behavior research’ and ‘Analysis of the product spread factors through the relationship between the various external variables and spread factors’ and the business holders can apply to their business as the various marketing tools but It’s rarely found the strategy analysis for each market in the markets witch required to consider its specialty. For this reason, this study suggests meaningful insights of business characteristic and survival strategy for the medical equipment market which is medical and industrial market. Main stream of this study is confirmation of difference in customer access way by company size in the hypothesis 1 and difference in customer access subject by the company size in the hypothesis 2. Also it’s confirmed that there are difference between apparent market growth rate and corporate sentiments growth rate by the company size in the hypothesis 3 and difference of portfolio strategies for domestic and global market by the company size in the hypothesis4. It’s confirmed significant insights for both of academic and business sector after through considering of all results. First of all, in academic sector, corporation can be known the customer asset factors (brand, value, and relationship) which link customer to their business and three factors to maintain the long term relationship with customers i.e., corporation brands, relationship and value as the resources which required to manage. The fundamental objectives of the business are survival and revenue creation. On the other hands, the corporation is required to put different survival strategy by their owned resources and different business characteristics. Not only for the medical equipment business but also the most of markets are consisted of numerous small business holders. It’s expected to draw conclusion of successful strategy as reducing risk factors and opportunity cost through this study which is the survival strategy and business characteristic for the small business holders. It’s suggested to consider the conclusion of the study for the corporation as growing their business, i.e. the characteristic of customer by company size, sentiment market growth rate and overseas market expansion strategy. Each corporation can reflect resources and insufficient parts they will need as they compare their sentiment current statues and strategy with other corporation.