生物科技產品行銷策略－以巴西蘑菇產品爲例

The Biotechnology Product Marketing strategy-bothers Take Brazil as an Example

徐欽賢(Qin-Xian Xu) ； 黃俊明(Ching-Te Wang) ； 林鉅富(Chu-Fu Lin)

《管理學術研討會》 第七屆 (2009/11) Pp. 28-35

https://doi.org/10.29893/NCUTMAN.200911.0028

摘要

本研究透過探討目前生技產業的巴西蘑菇產品現況做整體文獻回顧，藉由AHP(Analytic Hierarchy Process)層級分析法分析獲得因子間之整體權重質，整理出生物科技產品行銷策略分析評分表。
最後問卷分析的結果，將提供生技產界廠商探討巴西蘑菇產業的行銷策略的靈活運用、協力廠商的通路管理、及企業順應時事的自我調整、生產方面的提升改善等等，來做一個依據。並以此依據提出對生物科技廠商行銷策略規劃的建議，並分析健康食品廠商如何透過行銷策略規劃靈活運用行銷組合來提高產品競爭優勢，將產品銷售出去追尋利潤最大化。

關鍵字

生物科技 ； 行銷策略 ； 層級分析 ； 巴西蘑菇

並列摘要

This research present lives the technique industry by the discussion present situation to make the overall literature review, (Analytic Hierarchy Process) the level analytic method analysis obtains the factor because of AHP the whole power Heavy tar, reorganizes the biotechnology product marketing strategy analysis score chart.
Finally the questionnaire analysis's result, will provide lives the technique to produce the manufacturer discussion biotechnology industry marketing strategy to utilize nimbly, to unite efforts the manufacturer circuit management, and the enterprise complies with current event's self-adjustment, production aspect promotion improvement and so on, makes bases. And by this basis proposed that to the biotechnology manufacturer marketing strategy plan's suggestion, how and analyzes the health food manufacturer to penetrate the marketing strategy plan to enhance the product competitive advantage nimbly using the marketing combination, sells the product tracks down the profit maximization.