本研究以C公司代理法國P產品罐裝洗鼻器為研究個案，從策略行銷觀點分析其於台灣鼻腔保健市場建立競爭優勢的關鍵因素。近年台灣過敏性鼻炎盛行率持續攀升，加以空氣品質問題與健康意識提升，罐裝洗鼻器逐漸轉型為日常保健重要品類，市場持續擴大，但競爭者增加與產品同質化亦對品牌長期競爭力構成挑戰。本研究旨在探討C公司作為代理引進型中小企業，如何在資源有限的條件下建立並維持市場地位。
本研究採用單一個案研究法，以研究者任職C公司逾二十年的參與者—觀察者經驗為主要資料來源，輔以政府許可證資料、企業官網、原廠官網及市場報告進行三角驗證。分析框架整合策略形態分析法與產業矩陣理論、成長矩陣、通用競爭策略框架、價值主張定位分析，以及價值鏈分析。研究歸納出四大成功模式：第一，以「醫療專業性」建立品牌高信任門檻，透過法國原廠醫療等級製程、天然未稀釋海水配方（含80種礦物質）與微濾膜滅菌技術奠定信任基礎；第二，技術差異化清晰，PE軟袋物理擠壓噴射機制、噴霧與水柱雙模式設計，以及符合鼻腔生理pH值的天然海漿配方，形成難以複製的技術進入障礙；第三，通路策略採「醫療院所→藥局→電商」三層遞進，分別承擔信任建立、習慣養成與長期黏著功能；第四，產品、通路、行銷與組織能力均圍繞「醫療專業與信任」核心主軸，形成高度策略配適的整體系統。
本研究提出五項策略建議：引進同品牌延伸產品線、強化醫療端推廣深度、升級數位行銷能力、深化全通路整合，以及規劃永續發展方向。研究成果對以代理引進為主要商業模式的中小型醫療器材企業具直接實務參照價值，亦為策略行銷與醫療通路管理等學術領域提供可延伸的理論討論基礎。

This study uses C Company's agency distribution of the French P product canned nasal irrigator as a single case study, examining from a strategic marketing perspective the key factors underlying its competitive advantage in Taiwan's nasal hygiene market. In recent years, the rising prevalence of allergic rhinitis in Taiwan, compounded by air quality concerns and heightened health consciousness, has repositioned canned nasal irrigators as an important daily healthcare category. While the market continues to expand, growing competition and product homogenization increasingly challenge long-term brand competitiveness. This study investigates how C Company, as a small-to-medium enterprise operating through agency distribution, has established and sustained its market position under resource constraints. The study employs a single case study method, drawing primarily on the researcher's participant-observer experience accumulated over more than twenty years at C Company, supplemented by government license records, official websites, and market reports for data triangulation. The analytical framework integrates the Strategic Configuration Analysis approach and industry matrix theory with the Ansoff Growth Matrix, Porter's Generic Competitive Strategy framework, Kotler and Keller's Value Proposition Positioning analysis, and Porter's Value Chain analysis. Four key success patterns are identified: first, a high consumer trust threshold built on medical-grade positioning, grounded in the manufacturer's undiluted natural seawater formula retaining 80 trace minerals and microfiltration sterilization technology; second, clear technical differentiation through a PE soft-pouch physical compression spray mechanism, dual-mode delivery design, and physiologically aligned pH value, forming an entry barrier difficult to replicate; third, a threetier progressive channel strategy of medical institutions → pharmacies → e-commerce, serving the sequential functions of trust establishment, habit formation, and long-term retention; and fourth, high strategic consistency across product, channel, marketing, and organizational capabilities, all anchored to a central axis of medical professionalism and trust. Five strategic recommendations are proposed: introducing extended product lines under the same brand, deepening medical professional outreach, upgrading digital marketing capabilities, strengthening omnichannel integration, and planning for sustainable long-term development. The findings offer direct practical reference for small-to-medium medical device enterprises operating through agency distribution models, and contribute to theoretical discussion in strategic marketing and medical channel management.

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