生物科技產品之行銷策略實証分析－以巴西蘑菇為例

Empirical Analysis of Biotechnology Product's Marketing Strategy: Using Agaricus blazei Murrill as an Example

林鉅富(Chu-Fu Lin) ； 陳顗竹(I-Chu Chen) ； 張馨文(Xin-Wen Zhang) ； 楊盛行(Shang-Shyng Yang) ； 徐欽賢(Chin-Hsien Hsu) ； 黃俊明(Jiung-Ming Huang)

《中華生質能源學會會誌》 29卷1&2期 (2010/06) Pp. 29-38

https://doi.org/10.6385/JBESC.201006.0029

摘要

生物科技產業為近年來政府重視之高科技產業，本研究以巴西蘑菇（Agaricus blazzei Murrill）生技商品產業現況及文獻回顧，建立初步層級架構，以層級分析法（Analytic hierarchy process, AHP）評估次項目與評估準則，再以因子間比較之整體權重值建立行銷策略加權評分表與完成層級架構，及與生技產業經營者深度訪談，探討生技產業者在推廣產品時成功關鍵點。歸納影響業者經營關鍵成功因素（Key success factors, KSF），針對行銷策略之實証分析進行深入探討，得到的主要構面數據結果為：行銷階段＞管理階段＞通路階段＞生產階段。根據研究結果，發現提供生技廠商行銷策略整體性指標、讓企業持續監控內部作業與活絡協力廠商通路管理，可統整會影響生產過程的問題，降低製程成本與提高品質。歸納巴西蘑菇生技商品行銷經營關鍵成功因素之優先順序，包括：市場景氣、政府法令的完整性、行銷管理能力、連鎖體系經營、整合與掌握上游及中游的程度等。期以此結論提供生物科技廠商進行行銷策略規劃，透過廠商願景與結合建議提高產品競爭優勢，改善巴西蘑菇商品的行銷、市場等現狀，提供產業界與政府參考及擬定相關的策略，擴大巴西蘑菇經濟商機。

關鍵字

生物科技 ； 行銷策略 ； 關鍵成功因素 ； AHP層級分析

並列摘要

Recently, the biotechnology has been taken as one of the major development aims by government. By focusing on the Agaricus blazei Murill marketing strategy, we tried to improve the marketing and the situation, and provide the information for government and other associated sectors. The preliminary construction was set up literature review about the present situation of technique industry. Then, Analytic Hsierarchy Process (AHP) method was used to evaluate the sub-items and rule the evaluation. It constructed the additive weighting figure and fulfilled the hierarchical structure by comparing the factors of whole weighting figures. According to the in-depth interviewing with bio-industry managers, the Key Success Factors (KSF) is the best way to sale products. According to the results, it offered the marketing strategy to bio-technique manufacturers which continually monitored the internal work by enterprises and maintained the assistant subcontractors. It not only unites the problem of production process, but also reduces the costs and enforces the quality. The rank of key points for successfully selling Agaricus blazei Murill was also summarized, which included: the market booming, the integrity of law, the capacity of marketing management, the management of chain-store system, the integration and control the up and middle factories, and so on. From this study, it can provide some suggestions in biotechnology of manufacturers for the marketing strategy, government and other sectors for the drafting associated plans, and economical benefits of Agaricus blazei Murill cultivation.

並列關鍵字

Bio-technology ； Marketing strategy ； Key Success Factors (KSF) ； Analytical Hierarchy Process (AHP)