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Title:	新型冠狀病毒檢測產品市場拓展策略之研究－以普生公司和瑞基公司為例 Strategic Marketing Analysis of COVID-19 Diagnostic Products － Take GBC and Genereach as Examples
Authors:	林婷婉 Lin, Ting-Wan
Contributors:	巫立宇 Wu, Lei-Yu 林婷婉 Lin, Ting-Wan
Keywords:	策略行銷新冠檢測試劑體外檢測 Strategic marketing analysis COVID-19 diagnostic products In Vitro Diagnosis
Date:	2021
Issue Date:	2021-07-01 18:54:07 (UTC+8)
Abstract:	新型冠狀病毒(COVID-19)自2019年底蔓延全球，帶來影響不僅僅是國家間的封鎖、人民生活限制、醫療資源匱乏，更是經濟衰退，以及一連串社會問題，而COVID-19的檢測有助於了解大流行及其在不同人群中帶來的風險，更是減少病毒傳播和影響最重要的工具，因此使得過去一年COVID-19檢測需求大增，也讓體外檢測產業蓬勃發展，然全球市場多被歐美大廠壟斷及近年來崛起中國企業，面對激烈的市場競爭，台灣廠商更需要了解己身的能力與資源，善用行銷策略，才能異軍突起，具競爭優勢。本研究以4C架構為理論基礎，探討兩家個案公司之核心能力，檢視個案公司在疫情下如何降低買家的四大成本，找出切入市場的關鍵因素，進而布局未來COVID-19檢測市場的行銷策略。本研究發現兩家個案公司在疫情前已建置完整的檢測產品研發、生產及銷售能力及資源，疫情開始後，兩者都從需求最大的核酸檢測試劑開發出發，期降低外顯單位效益成本，因其核心能力不同，也建置不同的產品定位、法規布局及市場策略，普生公司從新興市場切入，偕歐美大廠已建置設備之市場，提供其檢測產品；而瑞基公司則採自有設備加上試劑一體銷售之作法，從舊客群出發，以漸進式的方式打進市場，疫情期間，也隨著市場需求不同，持續研發新品，擴充產品線，透過法規認證以及整合行銷組合，降低買家的資訊搜尋成本；另外，個案公司藉由先前檢測市場的口碑跟佳績，以及取得COVID-19產品許可證來消弭買家對新進廠家的道德危機成本。由於COVID-19疫情仍然嚴峻，針對後續疫情變化及長期的檢測需求，個案公司更需要透過與客戶學習市場態勢，建構良好的4C循環，進而建立買家對品牌認同及忠誠度，建構其專屬陷入成本，趁著這百年難得一遇之疫情危機，將公司全面性升級，發展從內到外一致性且完整的國際銷售策略。 The new type of coronavirus (COVID-19) has spread globally since the end of 2019. The impact of this pandemic is not only the blockade between countries, people’s living restrictions, and the lack of medical resources, but also economic recession and a series of social problems. The testing of COVID-19 helps to understand the pandemic and the risks it brings to different populations. It is the most important tool to reduce the spread and impact of the virus. As a result, the demand for COVID-19 testing has greatly increased in the past year, and the in vitro diagnostic industry has also flourished. However, the global market is mostly shared by major European and American manufacturers. Furthermore, the Chinese companies are also rushing up for these huge demands. Facing highly competitive market of COVID-19 testing, Taiwanese manufacturers need to understand more about their core capabilities, allocate the right resources of the company, and make the good use of marketing strategies in order to penetrate the COVID-19 testing market. This study found that the two case companies had established the capabilities at product R&D, manufacturing, marketing and sales of their in vitro diagnostic products before the COVID-19 pandemic occurred. In order to fulfill the huge demand of COVID-19 testing, both developed the nucleic acid testing kits, the gold standard of COVID-19 testing, as the first step of marketing strategies, reduction of overt cost per utility. According to different core capabilities between two companies, the product positioning, the regulatory pathway, as well as the marketing strategies also differ from each other. GBC aims on the emerging markets by providing the testing kits specifically for the equipment from well-known European and American manufacturers with the high market share. Instead of specific testing kits strategy, Genereach developed the COVID-19 testing kits based on its own equipment, and penetrates the marketing from existing customers gradually with integration of equipment and testing kits together. During the pandemic, according to different needs for different purposes in the market, both companies are continuing to develop new products and expanding their product portfolios rapidly. Additionally, by obtaining the regulatory certificate/license and integrating the sales of different products, it’s beneficial for buyers to reduce the cost of information search. Furthermore, with successful sales and marketing records of in intro diagnostics product previously, as well as the COVID-19 product approval from the authority, the buyer’s costs moral hazard of for new entrants can be eliminated. As the COVID-19 pandemic is still severe, in response to subsequent changes and long-term testing needs, companies really need to build the good customer relationship and learn the market from customers continuously with 4C marketing strategies to reduce the exchanges costs from the buyers, as well as to build buyers’ brand recognition and loyalty for long term business relationship. Taking market opportunities from this rare pandemic crisis, companies should upgrade core capabilities comprehensively and develop a consistent and complete international marketing and sales strategy from the inside out for expanding the marketing share of in vitro diagnostic industry.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932179
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932179
Data Type:	thesis
DOI:	10.6814/NCCU202100612
Appears in Collections:	[Executive Master of Business Administration] Theses

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