近年，隨著人口高齡化及健保意識的普及，牙齒保健越來越受到民眾的關注，也因此促使牙科醫材產業的蓬勃發展。牙科醫材產業又可細分為上、中、下游，上游為原料供應商，中游為各類牙科醫材、設備之製造商，下游則為銷售通路商。通路商的主要業務為協助進口及銷售牙科醫材至各大醫療院所，然而，隨著產業步入成熟階段，通路市場競爭激烈，且有上游業者進入市場瓜分市占之意圖等不利因素之影響，使得通路商紛紛面臨轉型，以在產業中維持競爭力並持續經營。本研究將聚焦在下游產業之競爭分析，並以S公司為例，透過五力、SWOT及價值鏈分析探討其具備的優、劣勢，以及針對目前所面臨的機會與挑戰，提出解決的建議。

　With aging population and awareness of health care, there are more and more citizens who put emphasis on tooth caring, boosting the development of industry of dental equipment. Industry of dental equipment can also be separated into upstream, midstream and downstream. Upstream firms are responsible for providing raw materials to midstream firms, and midstream firms will turn these materials into dental materials or equipment. Lastly, these final products will be sold to customers by downstream firms. Therefore, the main business of downstream firms is importing these final products and selling to hospital or dental clinics. Nevertheless, as the downstream industry steps into mature stage, there are many unfavorable factors, like intense competition between firms or the intention of integrating downstream market from upstream firms, making downstream firms planning for transformation to maintain their competitive force. This paper will focus on competitive analysis on downstream industry of dental equipment and take S company as an example. With five forces, SWOT and value chain analysis, we investigate the advantages and disadvantages of S company, and eventually provide solutions for its upcoming opportunity and threats.

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