生物技術實驗器材產業分析與研究實例

生技產業為技術密集、經濟效益高的新興產業，由於世界趨勢潮流及各國對生技產業的重視，近年來便迅速蓬勃發展，所謂工欲善其事，必先利其器，而實驗室器材廠商提供在研發過程中不可或缺的各種研究設備，則是默默付出的幕後功臣之ㄧ。但目前國內實驗室器材設備幾乎以進口產品為主流，導致台灣研究環境的平均固定資產與消耗器材成本比歐美國家高。國內實驗室器材產業自製品的比率及廠商仍低，而這是一個先佔為強的市場，當然進入此產業的障礙亦高。本研究是以個案研究的方法，透過文獻探討及與個案公司人員之深度訪談，來探討生技實驗室器材產業在面對國內外廠商的激烈競爭如何因應，進而歸納出生技實驗室器材產業發展成功的關鍵因素，主要包括產品品質、產品創新、服務品質、關係行銷、人員素質及銷售技巧等。

關鍵字

銷售策略；生技實驗室器材產業；五力分析；關係行銷

並列摘要

The biotech industry is technology-intensive, and a highly economically efficient new industry. Because of world trends and the national importance of the biotechnology industry, there has been rapid and successful development in recent years. To do a better job, one must broaden one's knowledge and sharpen one's skills. Laboratory equipment vendors provide indispensable research equipment for the development process, and quietly play an important role backstage. However, much of the laboratory facilities and equipment are currently imported, which means that the average consumption of fixed assets and equipment costs in Taiwan's research environment are higher than those in the United States and Europe. Lab equipment products from the domestic industry and manufacturers account for a small proportion; and while there is a strong market, the barriers to entering this industry are great. This study was based on case study methods, and through a literature review and case-depth interviews with company personnel, we discuss how to respond to the intense domestic competition by foreign firms in the biotechnology laboratory equipment industry. We thus summarize the birth and development of the technology laboratory equipment industry and discuss factors critical to its success, including the quality of production, product innovation, the quality of service, relationship marketing, the quality of personnel, and sales skills.