我國生技設備產業行銷策略之研究 －以生物安全櫃為例

A Study of Marketing Strategy of Biotechnology Equipment Industry in Taiwan －Case Study of Biological Safety Cabinet

鍾昆金(KUN-CHIN CHUNG)

指導教授 ： 古永嘉教授

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

由於世界潮流趨勢及全球科學家對生命科學之重視，我國在政府、民間企業以及外商的大力投資下，生物科技產業近年來迅速蓬勃發展，除了生物科技本身需研發及利用的生物技術外，生物科技設備也格外受到重視。其中生物安全櫃是從事生物試驗時ㄧ項不可或缺的基礎設備，所謂「工欲善其事，必先利其器」，特別是自從SARS事件發生後，「生物安全」的議題受到格外的矚目，而生物安全櫃的角色也隨之水漲船高。
本研究針對國內生物安全櫃代理商及生物安全櫃使用者進行訪查及問卷，歸納出生物安全櫃的行銷策略如下：
1. 產品：以優先取得國際驗證為目標，該產品的安全性才能獲得顧客的認同；當面對同業競爭時，「產品差異性」是其主要採取之產品策略。
2. 價格：產品價格、售後服務及維護費用乃影響購買行為之重要因素，在定價上應強調便宜、服務佳。
3. 通路：除固定的通路外，不要選擇最大、最重要的市場，應開發邊陲市場、選擇合適的市場，使得企業所擁有的資源可以集中並取得優勢。
4. 推廣：除了傳統的人員直接行銷外，口碑推薦、廣告及品牌知名度是顧客獲得產品資訊的主要管道，應朝多方面推廣；另外，亦可採用「行銷聯盟」的異業合作的方式，增加銷售管道

關鍵字

生技設備產業、生物安全櫃、行銷策略

並列摘要

As propelled by the emerging world trend and as world scientists are turning to emphasize on life science, Taiwan’s biotech industry, as fueled by dynamic investments from the government, private enterprises and foreign enterprises, has also enjoyed a thriving development in recent years, excelling more than biotech’s R&D and applications biotechnology, but also an emphasis on biotech equipment. Among them, biosafety cabinets are an indispensable rudimentary equipment in bio laboratory work, and as the saying goes that one must perfect the tools in order to do a good job, particularly after the onset of the SARS incidents, the subject of “biosafety” has emerged to be a much-watched topic, and the role of biosafety cabinets has also risen in stature.
The study interviews and polls the local biosafety cabinet distributors and biosafety cabinet users with a questionnaire to summarize a biosafety cabinet marketing strategy as follows,

1. Products : Taking to the objective of securing global certifications with priority for product safety is the key to earn customer recognition; when faced with peer competition, product differentiation remains a key product strategy to be sought.
2. Price : With product pricing, after-sale service and repair cost being the crucial factors that influence the purchasing behavior, it is prudent to emphasize affordability in setting the price, and good service.
3. Place: Besides the fixed distribution channels, it does not necessary need to choose the largest or most important markets, but rather to explore the fringe market by choosing the suitable market that would allow a business to focus its resources and derive advantages.
4. Promotion : Aside from the conventional human direct marketing, word of mouth, advertising and brand popularity as the primary means by which the customer derive product information, there is a need to promote the products more diversely; in addition, it is also viable to adopt the cross-industry marketing alliance to expand the distribution network.

並列關鍵字

Biotech Equipment Industry, Biological Safety Cabinets, Marketing Strategy

參考文獻

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參考文獻