政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30655

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30655

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/30655

Title:	從生活脈絡探討對保存臍帶血客戶推廣行銷的突破
Authors:	許文靜
Contributors:	溫肇東許文靜
Keywords:	生活脈絡活動理論臍帶血保存 context activity theory store the cord blood
Date:	2008
Issue Date:	2009-09-12 12:36:12 (UTC+8)
Abstract:	隨著再生醫學研究的蓬勃發展，幹細胞也成為未來醫療的焦點，長生不老、青春永駐，將不再是夢想；慢性疾病、罕見疾病等的治癒都可預期。其中臍帶血幹細胞的移植已可取代骨髓移植治療惡性血液疾病、免疫疾病，成功率與預後狀況都比骨髓移植更好。所以將臍帶血保存下來的觀念，已普遍成為產前衛教的一課，台灣約有一成以內的父母會自費將寶寶的臍帶血保存下來。活動理論是俄國心理學家Vygotsky（1978）所提出的，強調主體必須透過工具才能達成客體目標，並架構人類基本活動的六個元素：主體、中介工具、客體、規則、社群與分工。單一活動中各元素為動態的互動關係，會隨著時間軸改變。本研究深入訪談六位臍帶血保存戶後，透過活動理論元素強度分析比較臍帶血保存戶的生活脈絡，了解其關鍵點，同時也將業界行銷做法與活動理論進行比對分析，再參酌人性中「理性」與「非理性」的心理反應，做為未來行銷策略的參考。結果顯示，客戶的生活脈絡中「主體-工具-客體」之三角關係最強，其中工具扮演不可或缺的角色；「主體-客群-客體」之三角關係次之，社群仍是活動中互動最密切的一群；規則與分工對生活脈絡的影響較小，反映出臍帶血保存是一個新產業，法規與分工都還沒有深入發揮影響力。在訪談業代與分析業者行銷策略後，瞭解未來在行銷保存臍帶血時，需兼具產品與服務的特性，並加強研發的能力，強化在再生醫療中的角色，才能讓此產業更蓬勃發展。活動理論可將思維結構化並進行盤點，使離散的概念統整，對整個活動有一個清楚的全貌。應用在例行思考上，不論是事前評估規劃，或是事後執行檢討，均可迅速而清晰的將藍圖完整呈現。 The use of stem cells becomes a key area of research and therapy followed by the fast development in regenerative medicine. Because the existence of stem cells, immortality or staying young forever will no longer be just a dream, and serious diseases and rare disorder are expected to be cured. Umbilical cord blood transplants have higher success and recovery rates than Bone Marrow transplants in treating blood disorders and diseases of the immune system. The concept of ‘cord blood storage’ has become an instruction prenatally. There are about 10% of parent will keep their baby’s cord blood in private cord blood banks at present in Taiwan. ‘Activity Theory’ was initiated by Lev Vygotsky（1978）in the 1920s. He created the idea of mediation. Following to the activity theory, Leont’ev (1981) structured the general context model into six elements: Subject、Tool、Object、Rules、Community and Labor Division. The interaction among elements for each activity is dynamic and can be changed over time. Six customers stored the cord bloods of their babies were interviewed in this study. The life contexts were studied and the strength of the six elements was compared among these customers based on the activity theory to analyze the reason of storing their baby’s cord blood, and to build the activity theory model. In addition, the marketing methods in the industry were compared and analyzed with the activity theory, and the psychological responses of reasoning and nonreasoning in human nature were further referred to build the future marketing strategy. The relation among Subject-Tool-Object was found to be the most important part in the model, where tool played the key role. The relation among Subject-Community-Object was the second important, where community interacted closely with activity. Rules and Labor Division were the less effective elements. This result indicates that private Cord Blood Bank is a new business, which is not affected by Rules and Labor Division yet. In the future, product and service characters should be combined, and the significance of R&D of stem cells in cord blood should be enhanced in Regenerative Medicine to promote the development of this business. Activity theory was proved beneficial in seeing a whole picture of activity by structuralizing the thinking and integrating the diverse ideas. A clear blue print in routine thinking can be seen either in the beforehand evaluation or the post-implementation review. 第一章緒論 1 1.1研究動機與目的 2 1.2 研究問題 3 1.3 研究流程與章節架構 3 第二章文獻探討 6 2.1瞭解臍帶血 6 2.2 生活脈絡與活動理論 15 2.3 理性與非理性對決策的影響 24 2.4 利用創新突破的做法 26 第三章研究方法 28 3.1 研究架構 28 3.2 蒐集資料 29 3.3 資料分析 32 3.4 研究限制 38 第四章個案描述 39 4.1 台灣臍帶血產業現況 39 4.2 客戶訪談內容 43 4.3 個案彙整 58 4.4 將個案以活動理論架構進行分析 64 4.5 以業務角度觀察客戶生活脈絡 68 4.6以活動理論分析現行市場行銷做法 71 第五章研究分析 76 5.1 以活動理論五大要點分析個案生活脈絡 76 5.2 活動理論與傳統行銷理論的差異性 81 5.3 客戶決策的理性與非理性分析 82 第六章結論與建議 87 6.1 結論 87 6.2 建議 92 中文文獻 94 英文文獻 96 網站資料 99
Reference:	中文文獻丹艾瑞利 2008 誰說人是理性的天下出版安帕爾森 2006 海神效應-幹細胞與其對醫學的承諾張老師文化何梅岑 2001 臍帶血移植榮民總醫院網頁衛教資訊 www.vghtpe.gov.tw 李文婷 2003 神奇寶貝─幹細胞科學發展 361:54-57 林正焜 2006 細胞種子- 認識幹細胞與臍帶血商周出版林金定等 2005質性研究方法：訪談模式與實施步驟分析身心障礙研究 Vol.3, No.2 周春芳 2006 創新服務行銷五南圖書出版公司胡信豪等 2005臍帶血保存與應用之簡介基層醫學 22(2): 65-69 馬克強生等 2008 創新者的成長指南天下出版侯劭毅 2004 幹細胞與臍帶血科學發展 373:56-61 唐佩弦 2005 造血幹細胞研究發展歷史引發的思考中國實驗血液學雜誌 Journal ofExperimental Hematology 13(5)：723—732 陳耀昌 2006 臍帶血到底有什麼用？中時電子報 2006-7-2 幹細胞與組織工程教學資源中心主編 2008教育部「生物及醫學科技人才培育先導型計畫」再生醫學楊俊佑 2004能幹的幹細胞科學發展 373:14-21 楊朝成 2002投資學華泰文化楊善華、孫飛宇 2005 作為意義探究的深度訪談《社會學研究》2005年5期鄭美玉 2003臍帶血所有權歸屬與保存委託之探討陽明大學醫務管理研究所碩士論文。萬能細胞人民網people www.people.com.cn 2008.9.18 來源中國青年報鄭師安 2006 美國「幹細胞治療及研究法案」之簡介科技法律透析七月號 p9-13 蕭瑞麟 2007 不用數字的研究培生集團邊紅放 2004 臍帶血造血幹細胞移植的現狀與進展中國誤診學雜誌第4卷第4期鍾蔚文、方念萱 2005從「實踐」探勘「生活脈絡」：一個研究／設計視角的轉向經濟部學界開發產業技術計畫產業創新能耐平台建置與推廣三年計畫分項計畫：D研究科技使用之生活脈絡第一年度第一季子計畫D1-1發展將生活脈絡應用於科技研發之工作手冊鍾蔚文、方念萱 2005 科技使用與日常生活的互動關係初描：以手機（行動電話）為觀察個案經濟部學界開發產業技術計畫產業創新能耐平台建置與推廣三年計畫分項計畫：D研究科技使用之生活脈絡第一年度第二季子計畫D1-1發展將生活脈絡應用於科技研發之工作手冊鍾蔚文、方念萱 2005 設計何所倚：活動理論的引入、應用與反思經濟部學界開發產業技術計畫產業創新能耐平台建置與推廣三年計畫分項計畫：D研究科技使用之生活脈絡第一年度第三季子計畫D1-1發展將生活脈絡應用於科技研發之工作手冊鍾蔚文、方念萱 2005從工具的使用談設計：建立生活脈絡研究之理論架構經濟部學界開發產業技術計畫產業創新能耐平台建置與推廣三年計畫分項計畫：D研究科技使用之生活脈絡第一年度第四季之一子計畫D1-1發展將生活脈絡應用於科技研發之工作手冊鍾蔚文、方念萱 2005 如何研究工具的使用：建立生活脈絡研究工作手冊初稿經濟部學界開發產業技術計畫產業創新能耐平台建置與推廣三年計畫分項計畫：D研究科技使用之生活脈絡第一年度第一季第四季之二子計畫D1-1發展將生活脈絡應用於科技研發之工作手冊英文文獻 Barker, NJ et al. 2005 Transplantation of two partially HLA-matched UCB units to enhance engraftment in adults with hematologic malignancy, Blood. 105-1343-1347 Bonnie A. Nardi Studying Context: A Comparison of Activity Theory, Situated Action Models, and Distributed Cognition Carolyn T. Young, M.D. Cord Blood History and Future Rhode Island Blood Center- Homepage Chaiklin, S. & Lave, J.(Eds.)(1996) Understanding practice:Perspectives on activity and context. Cambridge: Cambridge University Press. Davis, F.D., R.P. Bagozzi and P.R. Warshaw (1989).User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35, 982-1003. Engeström Y. 1987 Learning by Expanding: an activity-theoretical approach to developmental research (Helsinki, Orienta-Konsultit). Engeström Y., 1999 Perspectives on Activity Theory Cambridge University Press, Engestrom, Y, Miettinen, R & Punamaki, R.(1999) Perspectives on activity theory. Cambridge: Cambridge University Press. Engeström Y. 2001 Expansive Learning at Work: toward an activity theoretical reconceptualization Journal of Education and Work, Vol. 14, No. 1, Gluckman E，Rocha V ，Boyer-Chammard A．(1997)． Outcome of cord blood transplantation from related and unrelated donors．Euro-cord Transplant Groupand the European Blood and Marrow Transplantation Group．N Egl J Med． 337：373-381 J¨org Cassens and Anders Kofod-Petersen Using Activity Theory to Model Context Awareness: a Qualitative Case Study Kaenampornpan, M. (2004). Classifying Context Classifications: an Activity Theory Perspective. 2nd UK-UbiNet Workshop, 5-7th May 2004, University of Cambridge, UK Kain D.; (2005) Building Context: Using Activity Theory to Teach About Genre in Multi-Major Professional Communication Courses Technical Communication Quarterly; Spring 14, 2;113-139 Kaptelinin, V. (1997). Computer-mediated activity: Functional organs in social and developmental contexts. In B. A. Nardi (Ed.), Context and consciousness: Activity theory and human-computer interaction (pp. 45-68). Cambridge, MA: The MIT Press. Kaptelinin, B. (1999 ) The Activity Checklist: A Tool for Representing the “Space” of Context Interactions July-August p27-39 Kuutti K. Activity Theory as a potential framework for humancomputer Leont`ev, A. N. (1978) Activity, Consciousness, Personality. Englewood Cliffs, NJ: Prentice-Hall. Lorna Uden, Neil Willis 2001 Designing User Interfaces using Activity Theory Proceedings of the 34th Hawaii International Conference on System Sciences Nardi, B.(Ed.) (1995) Context and Consciousness: Activity Theory and Human Computer Interaction, Cambridge: MIT Press, 1995, pp. 17-44. Rosell P.P & Virt G. 2004 Ethical aspects of umbilical cord blood banking Opinion of the European group on ethics in science and new technologies to the European commission. 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Oxford University Press, New York. Wertsch, James.(1991) Voices of the mind: A sociocultural apporach to mediated action. London: Harvester Wheatsheaf. 網站資料 Cultural-Historical Activity Theory Center for Activity Theory and Developmental Work Research http://www.helsinki.fi/university/ University of Helsinki Homepage Umbilical Cord Stem Cell Therapy, the Gift of Healing from Healthy Newborns” by Drs. Steenblock and Payne www.basichealthpub.com 幹細胞是一類具有自我更新和分化潛能的細胞http://scholar.ilib.cn/A-swxtb200406011.html 衛生署網站（http://dohlaw.doh.gov.tw ）尖端臍帶血（http://www.discoverycord.com.tw）生寶臍帶血（http://www.healthbanks.com.tw）訊聯臍帶血（http://www.babybank.com.tw）大展臍帶血（http://www.alarvita.com）再生緣臍帶血（http://www.sinocell.com.tw）永生臍帶血（http://www.stemcyte.com.tw）宏燁臍帶血（http://www.lifebanks.com.tw）祈福臍帶血http://www.safebanker.com.tw 信望愛臍帶血基金會（http://www.viababy.org.tw）慈濟醫院（ http://www2.tzuchi.org.tw ） ViaCord (http://www.viacord.com) Family Cord Blood Services （http://www.familycordbloodservices.com ） Cryo-Cell （http://www.cryo-cell.com） Cryobanks International (http://www.cryo-intl.com ) Cord Blood Registry (http://www.cordblood.com) 人體細胞組織優良操作規範資訊網http://www.gtp.org.tw （http://service.taftw.org.tw）林凱信 2003神奇的臍帶血～萬能的幹細胞 ntuh.mc.ntu.edu.tw/Ped/HEALTH/HEMA/cordblood.htm 黃煥金 2000 認識活動中理性與非理性—解讀「非理性：創造認識論解讀」一書哲思人文哲學論壇 http://www.insidetheweb.com/mbs
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 94932096 97
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0094932096
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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