Niche Analysis and Market Segmentation for Bio-Tech Industry-Taking Microfluidic Biochip Systems as an Example

利基分析與市場區隔研究－以微流體生物晶片系統為例

林懿貞(Yi-Chen Lin) ； 張純明(Chwen-Ming Chang) ； 周志遂(Chih-Sui Chou) ； 吳俊德(Chun-Te Wu)

《科技管理學刊》 16卷1期 (2011/03) Pp. 45-74

https://doi.org/10.6378/JTM.201103.0045

摘要

傳統上關於因病毒或細菌引起之感染的診斷，主要有賴於人工方式進行培養及鑑定，但所需時間冗長，耗事費時。隨著微機電技術的發展，微流體生物晶片能克服傳統時效上的問題，可以被用來改善診斷的效率性。然而，微流體技術的市場應用並不如早些年預期其有暴發性的成長。歸究於主要原因在於多項法規需求、長期研發的大量投資以及對微流體技術應用的低度使用率。因此，對於以微流體技術應用的新興生物科技公司而言，如何尋找利基就變成一項十分重要的課題。本研究的目的在於以潛在使用者的偏好及認知來探討微流體生物晶片發展的利基因素，並在研究中結合兩種方法及多項步驟來進行。首先，藉由相關文獻資料整理建立評估準則，其次透過德菲法、焦點群體及數次個人深度訪談來進行評估項目的確認。接下來利用分析層級程序法決定利基因素的權重及優先次序，同時在多屬性決策模式下運用聯合分析法探討不同群體間的偏好組合。總計發放350份問卷，最後採計136份，回收率達38.86%。根據受訪者的回應，歸納出主要的利基因素包括成本考量、產品品質、醫療保險給付、政府政策、產品特殊性、市場通路以及檢測準確度。在偏好屬性上，大部分的受訪者偏好以贈送方式使用一個操作簡便且多功能的微流體生物晶片系統，即使耗材必須達一定的使用量。此外，本研究進一步歸納各個集群中的利基發展應用。

關鍵字

微流體生物晶片系統 ； 利基 ； 市場區隔 ； 分析層級程序法 ； 聯合分析法

並列摘要

Conventional diagnostics on infections resulting from viruses or bacteria are mainly dependent on examination reports from cell cultivation by artificial operation. This task is time-consuming and reagent-expending. Along with the development of micro-electromechanical systems (MEMS) technology, microfluidic biochips can be used to improve the diagnostic efficiency. However, the market share of microfluidic applications has not skyrocketed as had been anticipated in the early years. The chief reasons are lots of regulatory requirements, large investment in long-term R&D as well as lower usage. Therefore, it has become a very important issue to find a niche for the microfluidics-based biotech startups. The purpose of this study is to explore the niche factors for the development of microfluidic biochip systems and focuses on potential users' preference and perception. This research refines the evaluative items and weights of niche factors by using Delphi, the AHP and conjoint analysis approaches. A total of 350 questionnaires were mailed and finally 136 were acceptable with a 38.86% return rate. According to the responses from participants, the significant niche factors include cost, quality, insurance payment, and government policy, distinctness of the product, market channel, and accuracy. In the preference attributes and levels, most respondents prefer an ease of use, multifunctional microfluidic biochip system for free, even with additional requirement of fixed order quantity of consumables. In addition, we further summarize the niche applications in each cluster.

並列關鍵字

Microfluidic Biochip System ； Niche ； Market Segmentation ； AHP ； Conjoint Analysis

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