本研究以台灣中小型醫療器材企業為對象，探討其在國際化過程中所面臨的挑戰及應對策略。醫療器材產業具有高度專業性和技術密集的特點，企業在進入國際市場時面臨許多不確定因素和高風險，尤其是對於資源有限的中小企業而言挑戰更為顯著。
研究發現，台灣醫療器材中小型企業在國際化過程中面臨二大主要挑戰：第一，資源有限性限制了企業在市場調查和分析方面的投入，企業通常只能選擇相對經濟的方式，如利用社群媒體、人脈網絡和參加展覽等來收集目標市場的相關資訊。市場進入方法的設計和執行挑戰。中小企業在選定目標市場後，如何有效拓展業務，包括產品定位、行銷方案制定和定價安排，這些都是企業面臨的重要問題。第二，投資評估與風險管理的挑戰。企業在目標市場經營一段時間後，需進一步評估該市場的可持續性，並決定是否進行更大規模的投資。
本研究採用質性研究方法，通過深度訪談收集資料，分析台灣醫療器材中小型企業的國際化策略。研究發現，企業在進行國際化時，往往採取實質選擇權理論來動態測試市場，並根據市場反應調整其策略，進行階段性的投資決策，最大程度地減少風險並保留增長的潛力。另外，中小企業在國際化過程中應充分利用已有的資源，如人脈、客戶和供應商等，並採取漸進式的國際化策略，逐步擴展市場。此外，企業還應注意市場進入策略的靈活性，根據市場的變化及時調整策略，以應對不確定性。本研究的結果為台灣中小型醫療器材企業提供參考，幫助其在高度競爭的國際市場中找到適合自己的發展路徑。

This study focuses on small and medium-sized enterprises (SMEs) in Taiwan's medical device industry, exploring the challenges they face and the strategies they adopt during the process of internationalization. The medical device industry is characterized by high specialization and technical intensity, which exposes companies to significant uncertainties and risks when entering international markets. These challenges are particularly pronounced for resource-constrained SMEs.
The study identifies two primary challenges faced by small and medium-sized enterprises (SMEs) in Taiwan's medical device industry during the process of internationalization. First, the limitation of resources constrains SMEs' ability to invest in comprehensive market research and analysis. As a result, these enterprises often resort to more cost-effective methods, such as leveraging social media, personal networks, and participation in trade exhibitions, to gather relevant information about target markets. This limitation also affects the design and execution of market entry strategies. After selecting target markets, SMEs face significant challenges in effectively expanding their operations, including product positioning, marketing strategy development, and pricing arrangements. Second, SMEs encounter challenges related to investment evaluation and risk management. After operating in the target market for a certain period, enterprises must assess the market's sustainability and determine whether to proceed with larger-scale investments.
This research employs a qualitative approach, gathering data through in-depth interviews to analyze the internationalization strategies of Taiwan’s medical device SMEs. The findings reveal that these companies often apply real options theory to dynamically test the market and adjust their strategies based on market reactions, making phased investment decisions that minimize risks while preserving growth potential. Moreover, SMEs should leverage existing resources, such as networks, customers, and suppliers, while adopting a gradual internationalization strategy to progressively expand their market presence. Additionally, companies must remain flexible in their market entry strategies, adjusting their approach in response to market changes to better navigate uncertainties. The results of this study provide valuable insights for Taiwan’s medical device SMEs, helping them find suitable paths for growth in highly competitive international markets.

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