新產品上市的過程模式

A Process Model of New Product Launch

王羽萱(Yu-Hsuan Wang)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

B2B市場在整體經濟活動中有著關鍵地位，其中生技產業被認為是最具潛力的產業之一，但多數企業仍著重新產品的研究發展，而非產品上市策略，導致原具有優勢的新產品進入市場後，面臨無功而返之局面，諸多調查也顯示新產品最容易面臨失敗命運，故本研究透過文獻探討，歸納既有的新產品上市流程與知識，並藉由多重個案研究法，建構新產品上市的過程模式，提出與過去文獻的異同之處。
　　本研究將各專家學者對於新產品創新、新產品上市過程之看法進行整理，瞭解企業在產品上市各階段所採取之策略和行動方案，發現過去文獻多主張新產品的上市策略應取決新產品的創新類型。
　　本研究選擇四家生技企業為研究對象，了解其新產品上市模式，並依據編碼後的訪談內容及文獻資料展開分析，發現在生技產業中，上市策略主要受到總體環境及新產品的策略性角色兩構面所影響，與新產品創新類型之關係較不明確，總體環境包含法令政策、市場需求、技術發展、競爭態勢，策略性角色為企業規劃產品策略時，期待產品能達到的效果，本研究將四家個案新產品的策略性角色歸納三類：開拓新市場、抬高市場進入門檻、帶動整體產品銷售。最後得出以下結論：生技產品在市場準備與市場行銷階段，所採取的行銷資訊傳遞方式雖符合過去文獻之論述，但由於生技產品涉及生命安全，有嚴格法令限制，故不同於消費性用品多元的廣告型態，該產業必須遵循各銷售國之法令規範，審慎選擇合法且適當的行銷策略；展會是生技企業拓展市場，接觸潛在顧客的重要管道，因為能直接觸及目標客戶，向其展示產品，並說明產品特色與操作方式；醫療生技產業以關係行銷為主要行銷策略，講究持續性的顧客關係經營，除了業務拜訪、讓顧客瞭解產品各項資訊、提供支援性服務，成為醫師或醫療單位的合作夥伴，更能培養長期、穩定的顧客關係；生技產業已進入整合醫療科技時代，茲此許多企業提供整體解決方案，以滿足顧客客製化及一次購足的需求；生技產品的複雜性高，企業應選擇有效的資訊傳播方式，讓顧客輕鬆地吸收新產品資訊，避免因過於繁雜且生硬的資訊，降低顧客的採購意願。

關鍵字

生技產業 ； 工業行銷 ； B2B行銷 ； 新產品上市 ； 醫療行銷

並列摘要

Many biotech & healthcare enterprises primarily focus on R&D, rather than product launch. Hence, this study sums up the knowledge and process of new product launch on the basis of the literatures, and creates a process model of new product launch by multiple case study. After reviewing the literatures about new product innovativeness and new product launch, this study finds that the strategy of new product launch depends on the type of product innovativeness.To realize the process model of new product launch in practice, there are four biotech & healthcare enterprises being interviewed. This study finds that the strategy of new product launch in biotech & healthcare industry is related to general environment and strategic roles of new products. The major findings are as follows: biotech & healthcare products involve life security, so each enterprise should implement the marketing strategy cautiously. Many enterprises regard trade show as an important way to expand market and have access to potential customers. They also pay attention to relationship marketing. By visiting customers, providing service, delivering product information or being customers’ partner, they can build a long-term relationship with customers. Biotech & healthcare industry has entered the age of integrated healthcare technology. Thus, many enterprises sell total solutions including application system and supporting service to meet customers’ demands. Biotech & Healthcare products are complex, so enterprises should convey effective messages content when launching new products to help customers absorb information easily.

並列關鍵字

Biotech & Healthcare industry ； Industrial marketing ； B2B marketing ； New product launch ； Healthcare marketing

參考文獻

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