自有品牌國際行銷策略—以一生化檢驗試劑公司為例

Global Marketing Strategy Using Company’s Own Brand-Case Study on a Bio-tech Company Specializing in In Vitro Diagnostic Medical Devices(IVD)

裔式漁(Shyh-Yu Yih)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業管理組/碩士(2015年)

https://doi.org/10.6342/NTU.2015.11031

摘要

台灣過去三十年是以成功經營IT相關的產業供應鏈及代工業來支持台灣在國際的競爭力及賺取外匯，降低成本及削價競爭成為台灣企業的生存之道，但時代的轉變、人力及生產成本的增加、區域性貿易體的形成及新興國家加入競爭的行列等因素造成台灣的產業已面臨不得不重新思考未來的方向及作法的時候了，產業方向、研發創新、品牌經營及以顧客為中心的服務導向思維就是台灣浴火重生的新指標及成功的方程式。

本論文的研究對象為一具生物科技背景的中小企業，此企業經過多年的市場研究，配合公司的核心能力，選擇投入投資金額較少、研發時程較短的醫療器材產業，並以競爭對手較少的專業檢驗試劑為研發方向，為了增加毛利並能夠永續經營，此中小企業決定自設GMP工廠及以自有品牌進入市場，因為這專業檢驗試劑的國內市場太小，必須要走入國際才能將公司的利益極大化，此企業就以經營國際市場為其主要目標，積極的以具國際競爭力的產品及服務快速打入醫療院所的專業檢驗試劑市場。

當此企業進入市場時就發現B2B品牌的定位及策略上，企業、通路及客戶三角關係的經營非常重要，利用服務主導邏輯的理論及策略來經營公司就是此企業的關鍵成功因素。公司採取具國際水準的B2B品牌定位及策略、如何從賣商品的思維轉換成賣服務的思維、如何以顧客需求為導向聚焦服務的本質、如何由公司、經銷商及顧客來共同創造服務的價值及如何操作各種資源以增加競爭優勢都是本論文探討的主題。

關鍵字

B2B品牌定位及策略 ； 服務主導邏輯

並列摘要

Successful management of IT industry related supply chain and OEM business model have been the main reason Taiwan has been so competitive in the world and built up Taiwan foreign exchange reserve in the past 30 years. Cost reduction and price competition also are the major weapons that Taiwanese companies utilized to sustain the competiveness. However, the business world is different now, the man power and manufacturing cost have risen considerably, various regional economic communities have formed, and many emerging nations have entered into the competition. Taiwan must change course and direction in order to survive in the future. Industry direction, R&D innovation, branding, and customer oriented Service Dominant Logic way of thinking are the key formula for Taiwan to reborn and be successful again.

This thesis is using a Taiwan bio-tech company for case study. After years of market survey, this company chooses to enter the medical device market that fits company’s core competence with the special feature of smaller investment and shorter R&D timeline. This company chooses a niche IVD(in Vitro Diagnostic Medical Device) market to enter into. To increase the gross margin and for prolong the life of company, this company decided to built its own GMP factory and create its own brand. Because the domestic market cannot sustain the operation cost of this company, this company has to go international to maximize its profit. So this company has to target international market as its main focus, entering the international hospital market using the international competitive standard of product and service aggressively.

When this company entered into the IVD market, they found out that B2B brand positioning and strategy, the management of relationship between supplier, channel, and customer are very important. So using Service Dominant Logic’s theory and strategy to manage the company becomes the key successful factor of this company. This company will do the B2B positioning and branding using international standard, changing from Goods Dominant Logic to Service Dominant Logic, understand the nature of service using the customer oriented mindset, realize that the service values creation an only be done through the supplier, channel, and customer, and company must know how to use operant resources to create advantages against competition.

並列關鍵字

B2B branding positioning and strategy ； Service Dominant Logic

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