博碩士論文 etd-0807106-165948 詳細資訊


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姓名 張芳松(Fang-Sung Chang) 電子郵件信箱 E-mail 資料不公開
畢業系所 國際高階經營管理碩士班(IEMBA)
畢業學位 碩士(Master) 畢業時期 94學年第2學期
論文名稱(中) 生技服務業之行銷研究─以實驗室器材之本土供應商為例
論文名稱(英) Marketing Reserch of Biotechnology Service Industry-Taiwan Equipment Supplier for Reserch Laboratory
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    摘要(中) 生技產業為典型的知識經濟,其價值貴在研發,而生物技術服務業可提供研發過程中必要的支援,為生技產業基磐建設中不可或缺的一環。面對外商及中型供應商的競爭壓力及產業的變動,許多供應商面臨經營的困境,其中固然有其各種不同的原因,但是多數小型供應商不善運用行銷策略提升本體的競爭力,卻為不爭的事實。生技服務業行銷時,應以本身的基本特性作為基礎,運用適當的行銷策略達成效能,進而開拓產業發展市場,創造最佳的整體利益。
    根據文獻資料和個案公司行銷策略的探討,發現產業行銷成功關鍵因素主要包括:
    一、產品品質
      二、服務品質
      三、行銷人員素質及行銷技巧
      四、關係行銷
    實驗室器材供應商若能把握上述四大因素,並且考量企業本身經營理念及市場定位,將能掌握企業獨特的競爭優勢。 
      
    關鍵字:生物技術服務業、行銷策略、關係行銷
    摘要(英) Biotechnology industry is a typical knowledge economy, whose value focuses on the development and research and it provides essential assistance for the process of development and research, which is a needful step for whole biotechnology industry.

    Many suppliers encounter difficulties of running thanks to the competitive stress  from foreign traders and medium suppliers, and also thanks to industrial fluctuant Though there are various factors inside, it is true that many small suppliers are inferior to operating marketing strategies to promote ontic competition. 

    When the biotechnology service does the sell, using the self’s basic characteristic for the basis and making use of the proper marketing strategy to reach the efficiency. Then, carving industry development market in one further step, it will create the vintage benefit of the whole.

    According to the document and the discussion of the case company marketing strategy, the key factors of the successful business marketing are included:

    1. Quality of the production
    2. Quality of the service
    3. The timber of salespersons and the saleskill of salespersons.
    4. Relationship marketing
    If the laboratory equipment distributorship controls the four factors mentioned above, and considers the operated spirit of the enterprise and market orientation, it will seize the unique compete ascendance of the industry.
      
    key word: Biotechnology service industry, Marketing strategy,
    Relationship marketing
    關鍵字(中)
  • 行銷策略
  • 生物技術服務業
  • 關係行銷
  • 關鍵字(英)
  • Biotechnology service industry
  • Relationship marketing
  • Marketing strategy
  • 論文目次 中文文獻
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    2. 方世榮譯,2003,行銷管理學,(Philip Kotler, Marketing Management 11th
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    15. 經濟部技術處,2005,台灣生技產業名錄。
    16. 董家成,2005,家具店經營關鍵成功因素之研究-以日月光國際家飾館內之家具店為例,大葉大學事業經營研究所,碩士論文。
    17. 趙必孝,2006,研究設計,討論稿,中山大學管理學院。
    18. 劉森隆,2004,製罐業競爭策略之探討-以A公司為例,大葉大學事業經營研究所,碩士論文。
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    .
    口試委員
  • 陳政雄 - 召集委員
  • 秦長強 - 委員
  • 梁慧玫 - 指導教授
  • 口試日期 2006-06-09 繳交日期 2006-08-07

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