生技產品成長策略之研究－以中油生技為例

台灣油品市場自由化後，中油公司在現行國營事業體制下，與民間企業同樣自負盈虧，且須在政府法規及政策約管下達成國家政策目標，就其競爭力將難以與民營企業抗衡。因此落實企業化經營進而提升公司競爭力應可為其解決之道。本研究針對中油公司新開創之多角化業務「中油生技」為研究標的，分析生技產業的發展趨勢及該產業的關鍵成功因素，再對中油生技外部環境與內部能力進行SWOT分析，並比較與競爭者之相對競爭優勢，進而提供中油生技產品成長策略之建議。在市場滲透策略部份，選擇合適產品公開徵求專業經銷商合作，藉由其廣告資源及其通路提升產品銷收；進入大陸市場進行中油生技之市場發展策略，以取得三證為進入市場准入要件，訂定合乎當地市場現況之經銷制度，慎選合作廠商，合作以先銷售後合作生產之模式逐步擴展大陸市場，以中油生技擁有之獨特性素材開發著手布建新產業鏈，並以CPCBio品牌著手擴大巿場空間；綠色生技產品具有價格親民、毛利高、銷量廣的優點，非常適合直營加油站通路推廣，配合積極進行整合行銷可達綜效，可為中油生技產品發展策略重心之一；最後，中油生技在其多角化策略部份，可利用現有資源發展產品研發及製造能力開發高單價與高利潤的生技原料藥與中油形象相關的環保微生物製劑，並投入行銷資源進入醫藥市場和環境用藥市場，以增加中油公司利潤。希望藉由上述產品成長策略並開展中油生技在產品與市場的成長力，以快速拓展通路、增加銷貨收入及獲利能力，並能提升品牌知名度與品牌價值，維持長久之競爭力，為將來轉投資成為獨立經營之公司作準備，期望能成為中油公司發展多角化經營成功的典範。

關鍵字

中油；多角化；中油生技；產品成長策略

並列摘要

After the liberalization of oil markets in Taiwan, CPC Corporation, Taiwan (CPC) which belongs to a state-owned enterprise regime, are requested to assume sole responsibility for company profits and losses similar to that of private enterprises, and to achieve national policy goals while complying with government regulations and policies. However, these constraints have hindered the competitiveness of CPC against its competitors. Therefore, a potential solution to this problem is to enhance the company's competitiveness by implementing enterprise management. In this study, the development trend and key success factors for bioindustry were analyzed by using the diversified biotechnological business (i.e., the CPCBio) provided by CPC as an example. The external environments surrounding CPCBio and its internal competency were investigated using SWOT analysis to determine the relative competitive advantages CPCBio has over its competitors. Finally, this study employs the 4Ps marketing mix, product, price, place, and promotion, to propose the following suggestions for the growth strategies that will benefit the CPCBio product promotion : (a) market penetration strategy, in which product sales income is enhanced by selecting an appropriate product and cooperating with professional distributors to leverage their advertisement resources and connections; (b) market development strategy, expanding the market of CPCBio in China by obtaining product certifications for market access, developing a distribution system based on local market situations, and meticulously selecting cooperating companies and selling them CPCBio's products before collaborating with them for product manufacture. Furthermore, developing materials unique to CPCBio leads to the establishment of a new industrial chain, thereby expanding the market of the CPCBio brand; (c) product development strategy, employing green biotechnological products because they are inexpensive and user friendly, and generate high profits and sales volume. These products can play a crucial role in the developing CPCBio products and can be promoted by the CPC's gas stations, thereby producing a synergistic effect through proactive integrated marketing; (d) focusing on diversification strategy, in which (1) existing resources are used for developing and manufacturing expensive and highprofit products such as active pharmaceutical ingredients and environmental microbial agents relevant to CPC, and (2) marketing resources are invested to allow these products to enter pharmaceutical and environmental drug markets, which generates additional profits for CPC. By using the proposed product growth strategies, this study aimed to enhance the growth potential of the market of the CPCBio products , to rapidly expand business channels to increase sales income and profits, and to enhance the popularity and the value of the brand, thereby enabling CPC to maintain a long-standing competitiveness. Furthermore, these strategies can ultimately assist CPCBio transforming into an independent company and its success in developing a diversified business management can become a model example to CPC.

並列關鍵字

CPC ； Diversification ； CPCBio ； Product Growth Strategy

國際替代計量

生技產品成長策略之研究－以中油生技為例

全文下載

主題瀏覽