近年來，全球醫療器材產業在高齡化社會、慢性病人口增加以及新冠疫情後醫療照護需求劇增的推動下，呈現穩定成長趨勢。根據國際市場研究機構統計，全球醫療設備市場年均複合成長率約達 5–7%，其中以呼吸治療與居家照護產品最為顯著。在此背景下，台灣中小型醫療器材企業因具備靈活研發能量與代工經驗，逐漸成為國際供應鏈的重要夥伴。然而，這些企業在品牌建立、市場拓展及法規遵循方面，仍面臨資源有限與競爭激烈的挑戰。如何運用策略行銷理論，從顧客價值與成本角度出發，建立可持續的競爭優勢，成為重要研究議題。
本研究以微邦科技股份有限公司（MicroBase Technology Corp.）為個案，該公司為台灣專業醫療霧化器製造廠，長期從事醫療級呼吸照護設備之研發、設計與國際代工，並致力於自有品牌之發展。研究目的在於探討微邦科技如何藉由策略行銷導向，結合技術創新、品質信任與顧客關係管理，成功實現由代工轉型為品牌經營的發展模式。
理論基礎採用邱志聖（2020）之 4C 策略行銷分析架構，分別從「外顯單位效益成本（C1）」、「資訊搜尋成本（C2）」、「道德危機成本（C3）」與「專屬陷入成本（C4）」四個構面探討企業策略行為之關聯。研究方法採取個案研究法與質性分析，輔以次級資料蒐集（含公開財報、公司官網、新聞與產業報告）與文獻回顧，以歸納微邦科技在不同顧客成本面向下的策略實踐。
研究結果顯示，微邦科技的策略行銷模式呈現「技術導向 × 顧客價值導向」的雙軸結構。在C1 外顯效益成本面向，公司以「主動式振動微孔片技術」及醫療級品質管理系統（ISO 13485、CE認證）提升產品效益，降低顧客對價格的敏感度。在C2 資訊搜尋成本面向，微邦透過多語系官網、雲端技術支援與線上教育平台，降低醫療機構及經銷商的資訊不確定性，縮短決策時間。在 C3 道德危機成本面向，公司導入可追溯性品質管理與責任回饋制度，建立品牌誠信，強化長期信任。在 C4 專屬陷入成本面向，微邦透過客製化系統整合與預測性維修服務，使顧客在技術與操作層面產生依附性，形成穩定合作關係。
綜觀而言，本研究顯示，中小型醫療器材企業唯有透過策略行銷導向與顧客成本思維，結合技術創新、品牌信任與永續經營，方能在全球市場中實現「由代工轉型為價值創新」的成長典範。

In recent years, the global medical device industry has experienced steady growth driven by population aging, the prevalence of chronic diseases, and the increasing demand for respiratory care after the COVID-19 pandemic. According to market research, the global medical device market has maintained an annual compound growth rate of approximately 5–7%, with respiratory therapy and homecare devices showing the fastest expansion. Small and medium-sized enterprises (SMEs) in Taiwan, possessing flexible R&D capabilities and advanced manufacturing experience, have become key suppliers in the international medical supply chain. However, limited resources, regulatory challenges, and brand development constraints remain major obstacles. Therefore, developing strategic marketing frameworks that focus on customer value and cost management has become essential for sustainable competitiveness.
This study adopts a strategic marketing perspective based on the 4C framework proposed by Chiu (2020)— including Explicit Unit Benefit Cost (C1), Information Search Cost (C2), Moral Hazard Cost (C3), and Specific Asset Lock-in Cost (C4)— to analyze the strategic success factors of MicroBase Technology Corp., a leading Taiwanese manufacturer specializing in medical nebulizers and respiratory devices. Through a qualitative case study and secondary data analysis, this research explores how MicroBase applies the 4C concept to strengthen its brand trust, customer relationship management, and market differentiation.
This study contributes to both theory and practice by demonstrating how the 4C framework can be applied to the medical device sector, traditionally underexplored in strategic marketing literature. It provides a practical model for SMEs seeking to transform from OEM suppliers to branded innovators, integrating AI-driven smart healthcare, ESG sustainability, and global market expansion. Ultimately, this research concludes that strategic marketing grounded in customer cost analysis enables medical device companies to achieve sustainable growth and competitive differentiation in a rapidly evolving global market.

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