台灣醫療器材市場呈現每年穩定成長的趨勢，而人口老化的趨勢及美齒風潮的興起，也促使國人對於牙齒保健更加重視，牙科醫材市場競爭現況十分激烈，醫療院所對於牙科醫材的選購也更加謹慎，對於醫材廠商本身的資源能力及各種業務配合度更加要求。本研究擬以AHP的研究方法，進行牙科醫材產業中醫材選購之決策因素分析，探討牙科醫材廠商之各種競爭的策略性手段與醫材使用者選購決策間的關聯，分析評比其考量要素的重要順序。並藉此比較醫院機構及診所機構對於採購決策的考量點是否不同。再者，針對在台灣地區之牙科醫療器材相關廠商，提出經營發展之實務建議。

經過本研究分析結果發現，對整體使用者而言，廠商應集中資源加強建立「資訊投入」及「顧客價值」的競爭優勢，再以「品牌認知」作為相輔的利器；以策略工具而言，首先以"知覺價值＂的形成最為重要，再者是"品質"以及」學術新知」，此乃醫材廠商需重視的三大策略要素。而醫院機構及診所機構的採購決策考量順序亦大不相同，醫材廠商可依其分析結果作為訂定行銷策略及資源配置之參考。

Taiwan medical equipment market presents stable growth annually, and the trend of an ageing population and attention to esthetic teeth look also led the people more awareness of dental care issue. Dental medical equipment market is becoming extremely competitive, medical institutes such as the Hospitals can be more cautious for the purchasing decisions of dental equipments, and will require particularly the resource capacity and business capability of the dental suppliers they work with. This study intends to apply AHP method to carry out the analysis of dental medical equipments purchasing decision , and investigate the connection between various competitive marketing strategies developed by the dental suppliers and their influence upon the medical equipment users when making purchasing decisions as well as clarify the priority of the variable factors. Another point of this study is to compare the priority of the variable factors between the hospital and clinics institutions users. Finally, providing the dental suppliers in Taiwan with practical suggestions of management and marketing strategy.

Based on the analysis results of this study, for overall users, the dental suppliers should concentrate on strengthening and establishing the competitive advantages as "Information Inputs" and "Customer Value" , then taking " Brand recognition "as a second strategy in order to increase the probability of purchasing ; As for the selection of strategy tools, the most important one is the formation of " Perception Value ", next points fall in" Quality "and" Academic Development ", the dental suppliers should pay more attention and well implement these three key tools when faced with the overall users. Besides, this study also found the priority of the variables between hospital and clinic institutions users shows a big difference, the dental suppliers can organize the marketing strategy and engage in resource allocation according to the analysis results.

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