台灣生技產業經營策略之研究-以T代理商為例

The Study of Management Strategy for Taiwan Biotech’s Company-Case Study of T Agency Company

陳文賢(Wen-Hsien Chen)

指導教授 ： 林江峰

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00688

摘要

由於醫學科技之發達，人類壽命得以延長，使得世界各國政府均將生技產業發展列為國家重要發展目標，台灣也不例外。對生命科學之更加重視；加上台灣2009年也有能力自製HINI流感疫苗，政府更藉由法律推動，加強國內生技業之蓬勃發展。雖歷經金融海嘯，亦不受影響，從研發到試量產，高品質之生產設備，亦是量產成功與否之關鍵。
特別是HINI新型流感事件發生後，生物安全就更受到各國重視與開發。而製造疫苗過程中及一些生技產業公司，所發酵量產後之菌絲體，就需要設備來生產，進而得到所需要之產品；所使用之設備，就需要靠代理商來引進、銷售，並做售後安裝、教育訓練等服務。
國內進口設備代理商競爭激烈，如何面對快速變化及複雜性，發展出獨特之經營策略及競爭優勢。本研究目的藉由產業應用分析及競爭策略分析，瞭解台灣生技產業現況及個案公司之經營策略。以探討設備進口代理商 - T公司之經營策略，透過SWOT分析及五力分析來探討，將研究歸納出個案公司之經營策略如下:
(一) 產品：替代產品技術越趨成熟，應強調產品之差異性。並開發不同領域之應用，以降低產品替代性之威脅；同時再面對同業競爭時，「產品差異性」是主要產品之經營行銷策略。
(二) 價格：個案公司代理國外進口設備，價格會隨外幣匯率而變動。另外，售後服務，維修費用，亦是生技產業公司考慮購買之因素。所以在價格上，應強調專業及服務，價格公道且合理。
(三) 通路：除已有實蹟之台灣生技產業公司外，加強其汰舊換新，並應擴大應用範圍，提高設備普及率。集中公司資源，避免重複配置，做虛功。
(四) 推廣：除具備專業領域之行銷人員外，建立重覆客源，亦即口碑介紹、廣告、展覽，可再提高知名度，朝多方管道推廣。更可結合工程公司朝向「整廠規劃」等，增加銷售管道及附加價值。亦需要了解目前生技產業公司之研發(R&D)方向、設計之概念，注意其研發進度，來提前佈局，掌握設備銷售契機。

關鍵字

生技產業 ； 經營策略 ； 五力分析 ； SWOT分析

並列摘要

Because of advanced medical technology, human life span can be extended so that governments across the world will be the development of the biotech industry as an important national development goals, Taiwan is no exception. Greater emphasis on life science; with Taiwan in 2009 is also capable of self-HINI influenza vaccine, the Government has by law to promote and strengthen the biotechnology industry could flourish. Although after the financial tsunami, will be affected, from the R & D to pilot production, high-quality production equipment, is also the key to the success of mass production.
In particular, HINI new influenza after the incident, bio-security is even more subject to national attention and development. The production of the vaccine process and some of the biotechnology industry companies, the amount of post-fermentation of the mycelium, we need equipment to produce, and then get the products needed; the use of equipment, you need to rely on agents to import, sell, and to do after-sale installation, training and other services.
China imported equipment dealer competition, how to deal with rapid change and complexity, developing a unique business strategy and competitive advantage. The purpose of this study was applied by industry analysis and competitive strategy analysis, to understand the status of Taiwan's biotech industry and case companies business strategy. To explore the import of equipment agent - T Company's business strategy, SWOT Analysis and 5 through the power of analysis to explore the study concludes the Company's business strategy of the case are as follows:
(1) Products: alternative product technology continued to mature, should emphasize product differentiation. And the development of different fields of application, in order to reduce the threat of substitute products; the same time having to face competition in the same industry, the "product differentiation" is the main product of the business marketing strategy.
(2) Price: Case's agent for foreign imported equipment, the price will change with the foreign currency exchange rates. In addition, the after-sales service, maintenance costs, is also the biotech industry's considering buying the factors. So, in terms of price, we should emphasize the professional and services, the price fair and reasonable.
(3) Channels: In addition to already solid track of the local biotech industry companies, to strengthen its replacement of old, and should expand the application scope, improve equipment penetration. Concentration of corporate resources, avoid duplication of configuration, do virtual work.
(4) Promotion: In addition to the field of marketing with professional staff, the establishment of repeat customer base, which is word of mouth introduction, advertising, exhibitions, may further increase awareness towards multi-channel promotion. More can be combined engineering company towards "whole plant planning" and so on, to increase sales pipeline and added value. Also need to understand the current biotech industry's research and development (R & D) direction, design concepts, attention to the progress of its research and development to advance the layout, master equipment sales opportunities.

並列關鍵字

biotech industry ； business strategy ； five forces analysis ； SWOT analysis

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