台灣食品生技廠商之價值創造 ─以中草藥與保健食品為例

Abstract

生物技術產業被譽為廿一世紀的明星產業，為了突顯台灣生技產業的特色，符合近年來全球回歸自然與健康的養生概念，並且因應即將到來的高齡化社會，本研究選擇與此三者均有密切關聯的食品生技領域做為研究對象，從中選取效率表現最為優異之食品生技廠商，利用結構-行為-績效（S-C-P）理論，並結合Malmquist生產力指數，以檢視領導廠商之主要成功因素及其競爭優勢。食品生技廠商在效率上表現最為優異者為友華生技與葡萄王生技，在考慮兩家決策單位之主要產品─友華生技為嬰兒奶粉，葡萄王生技則以靈芝與樟芝膠囊等保健食品為主─本研究選取葡萄王生技進行個案分析。結果顯示，葡萄王生技之成功因素在於開發新產品時不僅導入時下熱門生技商品，包含納豆、紅麴及Q10等，其靈活運用差別定價、市場區隔之產品策略，以及善用現代通路以拓展新消費市場的行銷手法也是成功的主要關鍵。葡萄王生技之競爭優勢則在於其對於研發人員之網羅與培養、由食工所與生技中心等半官方機構取得技術，以及其積極尋求與學術機構合作，並委託學者研發消費取向之產品屬性的模式。葡萄王生技成功的研發策略除可建立消費者對其產品之信心，並且縮短其自身技術與產業核心技術之差距，其研發資本的累積也確實為提升生產力的重要關鍵因素。

Biotechnology industry has hailed as a star industry in 21th century. In order to highlight the features of biotechnology industry in Taiwan, to respond to the growing health concerns and the aging society, we chose food biotechnology closely related to these objectives, making use of the metafrontier method, use identified the from eight firms in the Chinese herb and health food industries combing S-C-P theory and Malmquist productivity index, the targeted find Key Success Factors and competitive edges are examined. The best two firms among the eight firms are Orient Europharma Co. and Grape King Inc. since the primary product of Orient Europharma Co. is infant formula, while the main product of Grape King Inc. is the capsule of ganoderma, we chose the latter to be the object of the case study. It shows that the KSF of Grape King Inc., who the pioneer of popular biotechnology products is. Our results indicate such as red koji and Q10； besides, has been using price and goods strategy and other marketing strategies to take its market share. The competitive edges of the company are due to the staff cultivation, the acquisition of latest technique and the collaboration of with academic institutions. To sum up, the successful strategies of Grape King Inc. does enhance consumer’s interests, and shorten its gap with the core technology. In addition, the accumulation of its research and development capital is one key factor to elevation of productivity.