政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135959
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51010379      在线人数 : 959
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/135959


    题名: 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
    作者: 林婷婉
    Lin, Ting-Wan
    贡献者: 巫立宇
    Wu, Lei-Yu
    林婷婉
    Lin, Ting-Wan
    关键词: 策略行銷
    新冠檢測試劑
    體外檢測
    Strategic marketing analysis
    COVID-19 diagnostic products
    In Vitro Diagnosis
    日期: 2021
    上传时间: 2021-07-01 18:54:07 (UTC+8)
    摘要: 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.
    參考文獻: FIND (2021). "Test directory ".
    Kdas, P. "產品上市流程 醫療器材產品上市流程." Retrieved 2020/4/30, from http://www.patrykadas.me.
    Lab, t. G. C. D. (2021). "Coronavirus (COVID-19) Testing."
    MedTrend医趋势. (2021). "罗氏、雅培、丹纳赫、西门子新冠检测产品布局及趋势分析大盘点！." from https://mp.weixin.qq.com.
    王芊淩. (2021). "COVID-19 ／ 歐洲新增病例數下降！ＷHO示警：印度疫情危機可能發生在任何地方." from https://tw.news.yahoo.com/covid-19.html.
    台灣證卷交易所. "公開資訊觀測站." Retrieved 2021/4/24, from https://mops.twse.com.tw/mops/web/index.
    佑康公司. "公司網頁." from https://www.pgiweb.com.tw/en-us/index.
    李爾芳 (2021). 全球體外診斷醫療器材產業因新冠疫情影響概況.
    杜惠容 (2020). "全球新冠確診破千萬 檢測訂單噴出." 工商時報.
    邱志聖 (2014). 策略行銷分析: 架構與實務應用 四版.
    徐遵慈. (2020). "COVID-19對全球經濟與國際援助之影響與對我國之啟示." from https://icdfblog.org/2020/12/31/development_focus_quarterly_issue2_04/.
    國家高速網路與計算中心. "COVID-19 全球疫情地圖." from https://covid-19.nchc.org.tw/.
    第一創業 (2019). 体外诊断（In Vitro Diagnosis）行业研究.
    統一投顧 (2020). 新冠肺炎檢測，商機上看1.8兆.
    陳書璿. (2021). "普生、寶齡、台康獲急單." 經濟日報, from https://udn.com/news/story/7254/5431006.
    普生公司. "公司網頁." from https://www.gbc.com.tw.
    普生公司 (2016). 法說會.
    普生公司 (2018). 法說會.
    瑞基海洋公司 (2014). 法說會.
    瑞基海洋公司 (2020). 法說會.
    瑞基海洋公司 (2021). 法說會.
    趙金厚 (2021). 新冠检测行业科普、总结与展望.
    潘建雄, 顏. 林. (2020). "淺談新冠肺炎檢測試劑." 感染控制雜誌: 306.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932179
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108932179
    数据类型: thesis
    DOI: 10.6814/NCCU202100612
    显示于类别:[經營管理碩士學程EMBA] 學位論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    217901.pdf2513KbAdobe PDF20检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈