生技產業廠商之經營與發展策略分析-以大江生醫公司為例

在全球人口結構面臨高齡化的趨勢、網路資訊快速傳遞以及隨著預防醫學觀念的興起，自我保健需求提升，因而選擇具有補充營養、促進健康、延緩老化等功效的保健食品來預防疾病的發生，使得全球保健食品市場持續成長。保健食品為內服的機能性產品，以調整血脂功能、胃腸功能改善、免疫調節功能等功效訴求；美容保養品則為外用的機能性產品，以滋潤皮膚及抗老化等為功效訴求。保健食品及美容保養品同屬於消費性產業，且具有產品同質性高及競爭激烈的產業，也具有功效訴求及安全性的產品特性。個案公司大江生醫近年來經營績效快速成長，本研究希望利用五力分析來分辨保健食品及面膜事業的產業關鍵因素，並探討大江生醫如何建構核心資源與能力及競爭優勢的基礎；由BCG矩陣分析各事業角色定位，探討個案公司的事業組合處在哪一種區域，檢視各事業單位現在所處的競爭地位及市場吸引力，進行經營策略分析並探討其未來成長策略。本研究結果: 一、保健食品及面膜產業呈現高度競爭情形，大江生醫的三個事業組合有相同產業關鍵因素，並透過相同的基礎工程之產能設施資源、研發人才及技術、專利技術等來建立其核心能耐，共同創造綜效。二、大江生醫三個事業組合採取集中差異化擬定整體公司競爭策略，以爭取競爭優勢來源。本研究建議未來成長策略，大江生醫應對功效素材的益生菌事業加速發展、提供個人化及客製化營養保健產品及服務、因應銷售通路發展形態變化而調整行銷策略。

關鍵字

保健食品；面膜；五力分析；核心資源與能力； BCG矩陣；競爭策略

並列摘要

In today’s global society, the realization of aging, the rapid transmission of online information, the rise of preventive medicine, and the need for self-care, lead people to choose Nutraceuticals that supplement nutrition, promote health, delay aging, and others to prevent disease. The global health food market continues to grow. Nutraceuticals is a functional product for oral intake that adjusts the function of blood lipids, improves gastrointestinal function, regulates immune regulation function, etc. Skin care products are functional products for external use to moisturize the skin for anti-aging and other effects. Nutraceuticals and skin care products belong to the consumer industry and have products with high homogeneity that create fierce competition. They also have product characteristics of efficacy appeal and safety. The case company TCI has experienced rapid growth in business performance in recent years. This study hopes to use five force analysis to distinguish the key factors of the Nutraceuticals and mask business and to explore how TCI builds core resources, capabilities, and competitive advantage. The BCG matrix analyzes the positioning of each business role, explores which area of the case company's business portfolio is located, examines the competitive position and market attractiveness of each business unit, conducts business strategy analysis, and discusses its future growth strategy. The results of this study include: 1.The Nutraceuticals and mask industry present a highly competitive situation. The three business groups of TCI have the key factors of the same industry, and establish their core competence through the same basic engineering capacity, facilities, resources, R&D talents, technology, and patent technology to jointly create synergies. 2.The three business groups of TCI Group adopted a centralized differentiation system to formulate the overall company competition strategy in order to achieve a competitive advantage. This study proposes a strategy for future growth. The growth of the probiotics business of efficient material, the provision of personalized and customized nutritional health products and services, and the adjustment of marketing strategies and the changes in the development path of sales channels are responsive. Keywords: Nutraceuticals, Mask, Five Forces analysis, Core resources and capabilities, BCG matrix, Competitive strategy.